Mbe2 mkt stg info+one2call

04/12/23 MBE.KU. . ดร พงษ์�ศั�กด� สวั�สดเก�ยรติ 1

Marketing Process Activities

Understand the organization’s missionUnderstand the organization’s mission

Set marketing objectivesSet marketing objectives

Gather, analyze, interpret “SWOT” informationGather, analyze, interpret “SWOT” information

Develop a marketing strategyDevelop a marketing strategy

Implement the marketing strategyImplement the marketing strategy

Design performance measuresDesign performance measures

Evaluate marketing efforts--change if neededEvaluate marketing efforts--change if needed


CHANGING ASSUMPTION IN STRATEGIC MARKETING

MARKETING DEPARTMENT DOES IN MARKETING

MARKETING INTEGRATES THE WORK OF EXPLOING

CREATING AND DELIVERING CUSTOMER VALUES

FOCUSES ON “INTERRUPTION” MARKETING

FOCUSES ON “PERMISSION” MARKETING


FOCUSES ON ACQUIRING NEW CUSTOMERS

FOCUSES ON CUSTOMER RETENTION & LOYALTY

FOCUSES ON IMMEDIAT TRANSACTIONS

FOCUSES ON CAPTURING CUSTOMER

LIFE TIME VALUES (CLV)

MARKETING EXPENDITUREES ARE VIEW AS EXPENSES

MUCH MARKETING EXPENDITURES ARE VIEWED

AS INVESTMENT


Strategic Planning

RESOURCES & OBJECTIVES

EVOLVING MARKET

OPPORUNITIES

LONG RUN LONG RUN PROFITABILITY PROFITABILITY AND GROWTHAND GROWTH


Defining the Business Mission

• Answers the question: What business are we in and

where are we going?

• Focuses on the market(s) rather than the good or service

• Strategic Business Units may also have a mission statement


SWOT Analysis

©South-Western College Publishing

SS

WW

OO

TT

Things the company does well.Things the company does well.

Things the company does not do well.Things the company does not do well.

Conditions in the external environment that favor strengths.Conditions in the external environment that favor strengths.

Conditions in the external environment that do not relate to existing strengths or favor areas of current weakness.

Conditions in the external environment that do not relate to existing strengths or favor areas of current weakness.

InternalInternal

ExternalExternal



Strategic Choices Taken from SWOT

STRENGTHS

WEAKNESSES

OPPORTUNITIES

THREATS

กลยุ�ทธ์�เชิงรุ�ก Proactive

กลยุ�ทธ์�รุ�วมดำ��เนินิก�รุ Joint Venture etc.

กลยุ�ทธ์�เพิ่�มคุ�ณภ�พิ่หรุ�อปรุ�บปรุ�งจุ�ดำอ�อนิ Improve Quality

กลยุ�ทธ์�ชิะลอหรุ�อหล"กเล"�ยุง Retrenchment or Divestitures


PotentialEntrants

(Threat of mobility)Barrier to entry

Suppliers(Supplier power)

IndustryCompetitors

(Segment rivarity)

Buyers(Buyer Power)

SubstituteProduct


Factors Influencing Company Marketing Strategy

Targetcustomers

Product

Promotion

Place Price

Mar

ketin

g

info

rmat

ion

syst

em

Marketing

planningsystem

Marketing

organization

system Mar

ketin

g

orga

niza

tion

and

impl

emen

tatio

n

Demographic/Demographic/economiceconomic

environmentenvironment

Social/Social/culturalcultural


Technological/Technological/physicalphysical


Political/Political/legallegal

environmentenvironmentCompetitors

Marketingintermediaries

PublicsSuppliers


SWOT Analysis

Production Costs Marketing Skills Employee Capabilities Financial Resources Available Technology Company/Brand Image

Strengths and WeaknessesStrengths and WeaknessesINTERNALINTERNAL

Strengths and WeaknessesStrengths and WeaknessesINTERNALINTERNAL


SWOT Analysis

Opportunities and ThreatsOpportunities and ThreatsEXTERNALEXTERNAL

Opportunities and ThreatsOpportunities and ThreatsEXTERNALEXTERNAL

POLITICAL / LEGALECONOMICSOCIALTECHNOLOGYCOMPETITIVEDEMOGRAPHIC


Environmental ScanningCollection and interpretation of information about forces, events and relationships in the external environment

that may affect the future of the organization or the

marketing plan implementation.


Environmental Scanning Examination of macroenvironmental forces

SocialDemographicEconomicTechnologicalPolitical / LegalCompetitive

Helps identify market opportunities

Provides guidelines for design of marketing strategy


Political

• ecological/environmental issues

• current legislation home market

• future legislation • European/international

legislation • regulatory bodies and

processes • government policies • government term and change • trading policies • funding, grants and initiatives • home market

lobbying/pressure groups • international pressure groups • wars and conflict

Economic

• home economy situation • home economy trends • overseas economies and

trends • general taxation issues • taxation specific to

product/services • seasonality/weather issues • market and trade cycles • specific industry factors • market routes and

distribution trends • customer/end-user drivers • interest and exchange rates • international trade/monetary

issues


Social

• lifestyle trends • demographics • consumer attitudes and

opinions • media views • law changes affecting social

factors • brand, company, technology

image • consumer buying patterns • fashion and role models • major events and influences • buying access and trends • ethnic/religious factors • advertising and publicity • ethical issues

Technological

• competing technology development

• research funding • associated/dependent technologies • replacement technology/solutions • maturity of technology • manufacturing maturity and

capacity • information and communications • consumer buying

mechanisms/technology • technology legislation • innovation potential • technology access, licencing,

patents • intellectual property issues • global communications


เป#นิปรุะโยุชินิ�ในการบรรลุ�วั�ติถุ�ประสงค์�

เป#นิอ�นิตรุ�ยุในการบรรลุ�วั�ติถุ�ประสงค์�

ภ�ยุในิ(ค์�ณลุ�กษ์ณะของ

องค์�กร)

Strengthsจุ�ดแข!ง

Weaknessesจุ�ดอ"อน

ภ�ยุนิอก(ค์�ณลุ�กษ์ณะของส#ง

แวัดลุ$อม)

Opportunitiesโอกาส

Threatsอ�ปสรรค์


SW

• Resources: financial, intellectual, location

• Customer service • Efficiency • Infrastructure • Quality • Staff • Management • Price • Delivery time • Cost • Capacity • Relationships with

customers • Brand strength • Local language knowledge • Ethics • principles

OT

• Political/Legal • Market Trends • Economic condition • Expectations of

stakeholders(ผู้()ถื�อเงนิเดำมพิ่�นิ)

• Technology • Public expectations • Competitors and

competitive actions • Bad PR • Criticism (Editorial) • Global Markets


Wal-Mart

S

Wal-Mart is a powerful retail brand. It has a reputation for value for money, convenience and a wide range of products all in one store.

W

Wal-Mart is the World's largest grocery retailer and control of its empire, despite its IT advantages, could leave it weak in some areas due to the huge span of control.

O

To take over, merge with, or form strategic alliances with other global retailers, focusing on specific markets such as Europe or the Greater China Region.

T

Being number one means that you are the target of competition, locally and globally.


Starbucks

S

Starbucks Corporation is a very profitable organization, earning in excess of $600 million in 2004.

W

Starbucks has a reputation for new product development and creativity.

O

New products and services that can be retailed in their cafes, such as Fair Trade products.

T

Starbucks are exposed to rises in the cost of coffee

and dairy products.


ก�รุวเคุรุ�ะห�ป+จุจุ�ยุดำ)�นิต��งๆก�รุวเคุรุ�ะห�ป+จุจุ�ยุดำ)�นิต��งๆก�รุวเคุรุ�ะห� SWOT

ก�รุปรุะเมนิป+จุจุ�ยุภ�ยุนิอก

ก�รุวเคุรุ�ะห�ป+จุจุ�ยุภ�ยุในิเพิ่��อปรุะเมนิศั�กยุภ�พิ่ธ์�รุกจุ

ก�รุปรุะเมนิจุ�ดำแข็0งจุ�ดำอ�อนิข็องธ์�รุกจุ

ก�รุวเคุรุ�ะห�โอก�สและข็)อจุ��ก�ดำข็องอ�ตส�หกรุรุม


ก�รุวเคุรุ�ะห� SWOT ก�รุวเคุรุ�ะห� SWOT

3

- องคุ�กรุม"ข็นิ�ดำใหญ่� ม"กรุะบวนิก�รุ ข็�3นิตอนิม�ก เข็)มงวดำ ล��ชิ)�

- ธ์�รุกจุม"ก�รุข็ยุ�ยุต�วอยุ��งม�กและรุวดำเรุ0ว ท��ให)สรุ)�งบ�คุล�กรุรุองรุ�บไม�เพิ่"ยุงพิ่อ

- ธ์นิ�คุ�รุต)องดำ��เนินิก�รุสรุ)�งภ�พิ่ล�กษณ�ท"�ดำ"ในิส�ยุต�ข็องล(กคุ)�

- นิโยุบ�ยุและก�รุสนิ�บสนิ�นิจุ�กภ�คุ รุ�ฐ ดำ)�นิธ์�รุกจุ SME ส�งเสรุมก�รุลงท�นิ ให)โอก�สข็ยุ�ยุธ์�รุกจุท�งก�รุเงนิท"�หล�กหล�ยุ

- ก�รุข็ยุ�ยุต�วข็องภ�คุอ�ตส�หกรุรุมและก�รุลงท�นิ- จุ��นิวนิคุ(�แข็�งลดำลง- ผู้()บรุโภคุห�นิม�ออมเงนิม�กข็73นิ

- กลยุ�ทธ์� เป8�หม�ยุชิ�ดำเจุนิ- ผู้()บรุห�รุม"ปรุะสบก�รุณ� คุว�มส�ม�รุถื- ผู้ลตภ�ณฑ์�หล�กหล�ยุ คุรุอบคุล�ม- บ�คุล�กรุ (Staff) ม"ก�รุพิ่�ฒนิ�ต�อเนิ��อง- ม"ฐ�นิล(กคุ)�กว)�ง ม"คุว�มส�มพิ่�นิธ์�แนิ�นิแฟ้8นิ- แบ�งโคุรุงสรุ)�งชิ�ดำเจุนิ- เทคุโนิโลยุ"ท�นิสม�ยุ

- นิโยุบ�ยุข็องรุ�ฐบ�ล กฎรุะเบ"ยุบข็)อบ�งคุ�บ ดำ)�นิก�รุเงนิ

- คุว�มผู้�นิผู้วนิท�งเศัรุษฐกจุ - สถื�นิก�รุณ�ก�รุเม�องไม�แนิ�นิอนิ- พิ่ฤตกรุรุมผู้()บรุโภคุท"�เปล"�ยุนิแปลงตลอดำเวล�- ก�รุเผู้ชิญ่ก�บก�รุแข็�งข็�นิในิธ์�รุกจุดำ)�นิก�รุชิ��รุะ

เงนิรุ�ยุยุ�อยุ จุ�กสถื�บ�นิท"�ไม�ใชิ�ธ์นิ�คุ�รุ

TO

S W


ก�รุสรุ)�งพิ่�นิธ์มตรุ ก�รุสรุ)�งพิ่�นิธ์มตรุ

ก�รุพิ่�ฒนิ�ภ�ยุในิ: คุ�ณภ�พิ่ ปรุะสทธ์ภ�พิ่ ก�รุตอบสนิองต�อล(กคุ)� ก�รุพิ่�ฒนิ�ท"มง�นิ ก�รุพิ่�ฒนิ�ภ�ยุในิ: คุ�ณภ�พิ่ ปรุะสทธ์ภ�พิ่

ก�รุตอบสนิองต�อล(กคุ)� ก�รุพิ่�ฒนิ�ท"มง�นิ

กลยุ�ทธ์�ธ์�รุกจุ: ลดำต)นิท�นิคุ��ใชิ)จุ��ยุ สรุ)�งคุว�มแตกต��ง ม��งเนิ)นิล(กคุ)� กลยุ�ทธ์�ธ์�รุกจุ: ลดำต)นิท�นิคุ��ใชิ)จุ��ยุ สรุ)�งคุว�มแตกต��ง ม��งเนิ)นิล(กคุ)�

ก�รุเจุ�ะตล�ดำก�รุเจุ�ะตล�ดำ

พิ่�ฒนิ�ผู้ลตภ�ณฑ์� พิ่�ฒนิ�ผู้ลตภ�ณฑ์�

พิ่�ฒนิ�ตล�ดำ/ล(กคุ)�ใหม�พิ่�ฒนิ�ตล�ดำ/ล(กคุ)�ใหม�

กลยุ�ทธ์�


Competitive Advantage

The set of unique features of a company and its products that are perceived by the

target market as significant and superior to the

competition.


Competitive Advantage

Niche StrategiesNiche Strategies

CostCost

Product/Service Differentiation

Product/Service Differentiation

Types of Competitive Advantage

Types of Competitive Advantage


Cost Leadership•Obtain inexpensive

raw materials•Create efficient

operations•Design products for

manufacture•Control overhead costs•Avoid marginal

customers


Cost Competitive Advantage

Being the low-cost competitor in an industry while maintaining satisfactory

profit margins.


Sources of Cost Reduction

Experience CurvesExperience Curves

Efficient LaborEfficient Labor

No-frills ProductsNo-frills Products

Government SubsidiesGovernment Subsidies

Product DesignProduct Design

ReengineeringReengineering

Production InnovationsProduction Innovations

New Delivery MethodsNew Delivery Methods


DifferentiationCompetitive Advantage

Advantage achieved when a firm provides something that is unique and valuable

to buyers beyond simply offering a lower price than

the competition.


Common Differential Advantages

•Brand names

•Strong dealer network

•Product reliability

•Image

•Service


PRODUCT DIFFERENTIATION

1) PERFORMANCE 2) FEATURE3) CONFORMANCE

4) DURABILITY5) RELIABILITY 6) REPARABILITY7) STYLE 8) DESIGN


SERVICE DIFFERENTIATION1) DELIVERY 2) INSTALLATION3) TRAINING 4) CONSULTANT SERVICE5) REPAIR 6) MISCELLANEOUS


PERSONAL DIFFERENTATION

1) COMPETANCE

2) COURTSY3) CREDITABILITY

4) RELIABILITY5) RESPONSIBILITY 6)

COMMUNICATION

IMMAGE DIFFERENTIATION

1) SYMBOL

2) WRITEN AUDIO VISUAL

3) ATMOSPHERE

4) EVENT


Sources of Differential Competitive Advantage

Value impressions

• Features of a product that signal value

VALUE PERSIVE

Augmented products

• Features of a product that are not expected by the customer



NicheCompetitive Advantage

Advantage achieved when a firm seeks to target and effectively serve a small segment of the market.


Niche Competitive Advantage

•Used by small companies with limited resources

•May be used in a limited geographic market

•Product line may be focused on a specific product line


SustainableCompetitive Advantage

A differential advantage

that cannot be copied

by the competition.


Sources of Sustainable Competitive Advantage

PatentsPatents

CopyrightsCopyrights

LocationsLocations

EquipmentEquipment

TechnologyTechnology

Customer ServiceCustomer Service

PromotionPromotion

Organization’sOrganization’s Skills and Assets Skills and Assets

Organization’sOrganization’s Skills and Assets Skills and Assets


1. Intensive Growth Strategies:

1. Market-penetrationstrategy

(Diversificationstrategy)

3. Product-developmentstrategy

2. Market-developmentstrategy

CurrentCurrentmarketsmarkets

NewNewmarketsmarkets

CurrentCurrentproductsproducts

NewNewproductsproducts


MarketPenetration

MarketDevelopment

ProductDevelopment

DiversificationMarket development


Strategic Alternatives

MarketPenetration

MarketPenetration

Increase market share among existing customers.

Increase market share among existing customers.

MarketDevelopment

MarketDevelopment

Attract new customers to existing products

Attract new customers to existing products

DiversificationDiversification Introduce new products into new markets.

Introduce new products into new markets.

ProductDevelopment

ProductDevelopment

Create new products for present markets

Create new products for present markets

1. Intensive Growth Strategies:


2. Integration Growth

BackwardForwardHorizontalVertical


3. Diversification

ConcentrictHorizontalConglomerate

4.DOWN SIZING

Theatre business Bowling and Karaoke business Advertising business Rental and Services business Films Distribution business


Portfolio Matrix

Tools for allocating resources among products or strategic

business units on the basis of relative market share and

market growth rate.


BCG Portfolio Matrix

MARKET SHARE DOMINANCE

HIGH LOW

MA

RK

ET

GR

OW

TH

RA

TE

LO

W

H

IGH

High growthMarket leaders Require cash

Low growth

High market shareHigh cash flow

Low growthLow market shareMinimal cash flow

? High growth

Low market shareNeed cash

Poor profit margins

$$$$


Portfolio Matrix Example

Notebook Computer

(STAR)

Palmtop(PROBLEM

CHILD)

Personal Computer

(CASH COW)

MainframeComputer

(DOG)

MA

RK

ET

GR

OW

TH

RA

TE

LO

W

H

IGH

MARKET SHARE DOMINANCE

HIGH LOW


Strategies for Resource Allocation

BuildBuild

HoldHold

HarvestHarvest

DivestDivest

Provide financial resources if SBU (Problem Child) has potential to be a Star.

Preserve market share if SBU is a successful Cash Cow. Use cash flow for other SBUs.

Increase short-term cash return. Appropriate for all SBUs except Stars.

Get rid of SBUs with low shares in low-growth markets.


Industry attractiveness at

•Industry attractiveness•Market size•Market growth•Profitability•Cyclicality•Ability to recover from inflation•World scope


Business strength at•Business strength

•Market position•Domestic market share•World market share•Share growth•Share compared with leading competitor

•Competitive strengths•Quality leadership•Technology•Marketing•Relative profitability


Marketing PlanMarketing Plan

• MIS / MARKETTING RESERCH• MARKETING ENVIRONMENT• CONSUMER MARKETTING / BUYER BEHAVIOR PEST• ORGANIZATION MARKETING / BEHAVIOR• COMPETITOR S/W

1. ANALYSING MKT OPPORTUNITY

2. RESERCH AND SELECTING

MEASURING / FORECASTING MARKETTING IDENTIFY MARKETTING SEGMENT / SELECT

TARGET MARKETTING / DEVELOPING MARKETTING POSITION


1.Business Mission

2.External environment analysis

@ Opportunity

@ Treats

3.Internal environment analysis

@Strength

@Weakness


4.Goal formulation

$ Hierachical

$ Quantitative

$ Realistic

$ Consistent


5. Strategy Formulation Over Cost Leadership Differentiation Focus on customers

Cost leadershipProduct

differentiation

Focus on customers

Marketing Engineering


6. Program Formulation

7. Implementation

8. Feedback and Control


3. DESIGN MARKETTING STARTEGIES MARKETTING STARTEGY LEADER / CHANLANGER MARKETTING STARTEGY DIFFERENT STAGE OF PRODUCT LIFE

CYCLE MARKETTING STARTEGY GLOBAL MARKET

4. PLANNING MARKETTING PROGRAM4. PLANNING MARKETTING PROGRAM DEVELOPING / TESTING /

LAUNCHING MANAGE PRODUCT / PRODUCT

LINEBRANDS PACKAGE AND SERVICE

DESIGN PRICING STARTEGI

5. ORGANIZING IMPLEMENTING 5. ORGANIZING IMPLEMENTING CONTROLLING MARKETTING EFFORCONTROLLING MARKETTING EFFOR MARKETTING ORGANIZATION

IMPLEMENTING MARKETTING PROGRAM EVALUATE AND CONTROLLING MARKETTING

PERFORMANCE


PricePrice

Marketing Mix: The “Four Ps”

PromotionPromotion

PlacePlace

ProductProduct


ผลุติภั�ณฑ์� (Product) ร*ปลุ�กษ์ณะ (Features)

ค์�ณภัาพ (Quality) ร*ปแบบ (Style)

ขนาด (Size) ติราสนค์$า (Brand)

การบรรจุ�หี�บหี"อ (Packaging) ส"วันประสมผลุติภั�ณฑ์� (Product Mix)

สายผลุติภั�ณฑ์� (Product Line) การร�บประก�น (Warranty)

การติดติ�,ง (INstallation) การใหี$บรการ (Servicing)

ฯลุฯ

การจุ�ดจุ.าหีน"าย (Place)การก.าหีนดช่"องทางการจุ�ดจุ.าหีน"าย(Channel of Distribution)การกระจุายติ�วัสนค์$า(Physical Distribution)

การส"งเสรมการติลุาด(Promotion)

การโฆษ์ณา (Advertising) การขายโดยใช่$พน�กงานขาย

(Personal Selling) การส"งเสรมการขาย (Sale

Promotion)การใหี$ข"าวัแลุะการประช่าส�มพ�นธ์�(Publicity and Public Relation)

ล(กคุ)�(Customer)

ราค์า (Price)การก.าหีนดวั�ติถุ�ประสงค์�ในการติ�,งราค์า(Pricing objective)

วัธ์�การติ�,งราค์า (Pricing Method) นโยบายแลุะกลุย�ทธ์�ราค์า

(Pricing Policies and Strategies)ฯลุฯ


PromotionDesignProduct MixEtc.

Segment choice

Product Price Distribution Communication

Channels Logistics SalesForce

AD ./ PR Promotion

MarketingMix


Marketing control

• Annual plan control

• Profitability control• Startegic control

Marketing planMarketing plan Executive summary Current market situation

Marketting situation Product situation Competitive situation Marcro environment situation

Opportunity and issue analysis Opportunity / threath strength / weeknes

Objective Financial objective Marketting objective

Marketting startegies Action program Project profit / loss stagement Control


Marketing Plan Checklist

A. Marketing data collectiona) Product background, market size, growth and other significant characteristics

• Unusual seasonal pattern• Geographic concentration• Ethnic, age, income or other

b) Competitive Situation• Competitors’ production capacities• Competitors’ product attributes• Competitors’ particular talents or capabilities to fill the needs• Competitive price structures• Competitive channels of distribution, etc


B. Product Marketing opportunity

a) Consumer needs Price / size / shape Packaging Service Quality, etc.

b) Competitive strength Price / size / shape Packaging Service Quality, etc.

c) Company’s particular talents or capabilites to fill the need.

Price / size / shape Product quality Company’s dealers network Production capacity


d) Area of opportunities Price / size / shape Packaging Service Quality, etc.

C. Product Strategies and plansa) Sales forecast

Short and long term projection Sales objectives Sales strategies

b) Sales / Distribution channels Objectives Strategies

c) Sales force plan Objectives Strategies

d) Pricing and profit List price and trade margins Suggested retail. price Delivered company profit margins and trade margins


e) Market expansion plan General objectives Strategies Ares of expansion Desired timing and season factors

f) Export market plan General objective Volume to be exported Pricing and desired timing

g) Sales promotion Objectives Basic strategies Program of activities Benefits and costs


h) Advertising Objectives Basic advertising strategies Benefits and costs

i) Market research Objectives Basic strategies Program of activities Benefits and costs

D. Other Considerations

1. Manufacturing

a) Requirements to meet sales projection Assumptions Present production capacity Additional machineries requirements

Lead time from commitment of

investment to availability of initial finished stock.


b) Possible manufacturing problems

anticipated

2. Other Investments

a) Land, buildings, trucks and other

requirements

b) Lead time requirements

c) Cost, etc.

3. Technical Research

a) Most significant technical problems

b) Planned technical approach

c) Schedule of events in technical

development

d) Applications of this development work

in other areas.


4. Packaging Development

a) Planned approach

b) Advantages VS disadvantages

c) Schedule of events in packaging

development Design Costing and available sources Consumer / dealer

preference probing Transit test

5. Legal Considerations

a) Trademark

b) Government restrictions

c) Other legal requirements

E. Financial Summary and Schedule

Projected Budget of Expenditures : Selling expenses, Sale promotion, Advertising, Market research, others.


Following Up the Marketing Plan

Implementation

Evaluation

Control Marketing Audit

ComprehensiveSystematicIndependentPeriodic


1.ผู้ลตภ�ณฑ์�ท"�โดำดำเดำ�นิ2.เห0นิโอก�สท�งก�รุตล�ดำก�อนิคุนิอ��นิ3.ม"รุะบบก�รุบรุห�รุจุ�ดำก�รุท�งก�รุตล�ดำท"�ดำ"4.อ�ศั�ยุฐ�นิทรุ�พิ่ยุ�กรุก�รุตล�ดำเดำมท"�ม"อยุ(�แล)ว5.ส��อส�รุท�งก�รุตล�ดำอยุ��งถื(กต)อง6. ป+จุจุ�ยุอ��นิๆ


PROSPECTCUSTOMER

CLIENT

SUPPORTER

ADVOCATE

PARTNER


MISMIS CHANGING CUSTOMER NEEDS NEW COMPETITOR INITIATIVE CHANGING DISTRIBUTION CHANNAL

4 M + I4 M + I MAN

MONEY

MATERIAL

MACHINE

+ INFORMATION

NEED MIS BECAUSENEED MIS BECAUSEMARKETING CHANGEMARKETING CHANGE

LOCAL

BYER NEED

PRICE

NATIONAL GLOBAL

BUYER WANT

NON PRICE


Marketing Analysis Looking at the 5 C’s

Company Competition

Customers

Context

Costs

Competition

Strengths & weaknessesCompetitive advantageGoals, plans, interest

Costs

VariableFixedMarginalContribution marginB-EEconnomies of scaleLearning curveExperience curve

Context

Economic, social,Technological, LegalBusiness system (Macro)KSFThreats (Substitution tech., integration

Customer

SegmentsBenefitsCustomer behaviorCustomer’s customer

5 C’s

Company

Strengths & weaknessesCompetitive advantageResourcesUnique skills


The Marketing Research Process

Define theproblem

andresearch

objectives

Define theproblem

andresearch

objectives

Develop the

researchplan

Develop the

researchplan

Collectthe

informa-tion

Collectthe

informa-tion

Analyzethe

informa-tion

Analyzethe

informa-tion

Presentthe

findings

Presentthe

findings


Research Limitations

• Test market products are offered at unprofitable levels

• Researchers ignore factors that influence sales

• The test marketing ends before consumers repurchase the product


Ethical Responsibilities

• Responsibility to respondents• Preserving respondent anonymity• Avoiding mental stress for respondents• Avoiding questions detrimental to

respondents• Avoiding use of dangerous equipment

or techniques• Avoiding deception of respondents• Avoiding coercion of respondents



• Responsibility to clients• Providing confidentiality• Providing technical integrity• Providing administrative integrity• Providing guidance on research usage



• Responsibility to employees• Creating ethical work environment• Avoiding opportunities for unethical

behavior


BRAND

ATTRIBUTE

BENEFIT

VALUES

CONSUMER


Total market situationเมษ�ยุนิ 2542= 2.5 ล)�นิ=3.0% / สงคุ�โปรุ= 41% เพิ่รุ�ะรุ�คุ�ส(ง ม"คุชิจุ.รุ�ยุเดำ�อนิ ป>2544=3.6=4% 2546=22=34% 2547=27=34%

Pager market size0.9-1.0 ล)�นิเคุรุ��อง โฟ้นิล3งคุ� 0.35 ล)�นิ 60เปอรุ�เซนิต�เป#นิว�ยุรุ��นิ 20ข็)อคุว�มแรุกไรุ)ส�รุะ และเป#นิว�นิเวยุ� Research on age below 25

Cost / Mobile unit / FeaturePromotion / After sale service

Non frequency user Cost 500 รุ�ยุเดำ�อนิ / Mobile unit รุ�คุ�แพิ่ง / Feature ใชิ)ง�นิไดำ)นิ)อยุ(ไม�ม"เกมส�ฯลฯ) Promotion ไม�โดำนิใจุ / After sale service ไม�สะดำวก จุ�ดำบรุก�รุม"นิ)อยุ


Brand name Target group Product develop Marketing test Follow up research Lanch Product feb 43 6 year=14 million

200,000 /month

TEST Target groupAIS customersPotential customersNonuser

Pricing ……Break event…5.5 บ�ท x 168 นิ�ท"=924 บ�ท168x3+500 =1,004 บ�ท


Output (Feb2000)

BKK 65%Male 62%Age 16-30 =

50%Education

HS/VS 19%

Income<10,000 = 32%


TIME TO WIN•HIGH QUALITY•BETTER SERVICE•LOW COST •PRODUCT IN TREND / INVENT / INNOVATE•CUSTOMER SATISFACTION•CUTOMER RELATION MANAGEMENT•ADAPTATION @ CUSTOMIZATION•HIGH MARKET SHARE•PRODUCT IMPROVEMENT (continuously)•ENTERING HIGH GROWTH @ POTENTIAL

MARKET