Marketing Planning & Strategy 1st Edition - A Practical Introduction

About the AuthorAcknowledgementsPraise for the BookPreface: Why Another Book on Marketing Planning and Strategy?Online ResourcesPART I CONSTRUCTING THE PLAN1 Planning Introduction: Is it Good to Do Formal Planning?What is involved in marketing planning?Arguments for formal planning – either a marketing plan or a business planHow sound planning can pay off – the case of Starling BankA reality check before we go further – competitive advantage?Wording in a marketing plan – dos and don’ts, with examples2 The Front-end of a Plan: The Executive Summary3 The Internal AnalysisWhat is this analysis for?Resources and capabilities auditPrevious performanceProduct auditChannel auditPricing auditAdvertising auditBusiness relationships auditKey issuesIntroduction to the marketing plan case study: Remedy Physiotherapy ClinicMarketing plan case study: internal analysisMarketing plan case study: internal analysis work tasksMarketing plan case study: internal analysis template4 The Global Environment AnalysisDemographicEconomicSocial/culturalTechnologicalEnvironmental/natural resourcesPolitical/legalPulling the global environment analysis togetherGlobal environment analysisMarketing plan case study: global environment analysis template5 The Market Environment AnalysisMarket auditCustomer auditCompetitor auditMarketing plan case study: market environment analysisMarketing plan case study: market environment audit work tasksMarketing plan case study: market environment analysis template6 Bringing the Analyses Together: SWOTThe basic SWOTA more elaborate version of SWOTMarketing Plan Case Study: SWOT7 Objectives and AssumptionsObjectivesAssumptionsMarketing plan case study: objectives and assumptions work tasksMarketing plan case study: objectives and assumptions template8 Marketing StrategyA note on weaknessesExample marketing strategy: Askren HomesComponents of the marketing strategyUnderstanding strategy conceptsStrategy concept checklistMarketing plan case study: marketing strategy template9 Marketing ProgrammeCommunications decisionsProduct decisionsPricing decisionsDistribution decisionsMapping marketing activity in a timelineMarketing plan case study: marketing programme template10 Marketing BudgetPercentage of sales methodTask methodCompetitive method‘How much money do we have available’ methodWhich method to use?What is ‘zero-based budgeting’?Marketing as a cost, or can it pay for itself?What is a sensitivity analysis?Marketing plan case study: budget template11 Key Metrics and Market ResearchEnd-result metricsMarket-based asset metricsPrecursors to sales metricsActivity metricsA sidenote: marketing return on investmentMarket researchBibliography/information sourcesMarketing plan case study: metrics, market research template12 How to Construct Good Tables and Graphs for Your Marketing PlanGood practice for presenting data in tablesWhat sort of graphs to use13 Marketing Planning Scenarios, with TasksMini Case 1 – Marketing for a small, not-for-profit enterpriseMini Case 2 – Marketing for a hire companyMini Case 3 – Gary’s garage doorsPART II READINGS AND KNOWLEDGE BASE14 Marketing Planning and EthicsWhy has ethical behaviour become a more prominent concept in marketing?The components of marketing ethicsMarketing ethics checklist: does our marketing strategy incorporate these points?Ethically challenging situations: what is the issue and what would you do?15 Prominent Strategy Models in MarketingGeneric strategies: time to stop!Growth-share matrices – useful or unhelpful?The Ansoff matrix: a legendary tool, but with two logical problemsThe resource-based theory of competitive advantage16 Empirical Generalisations and Their Link to Marketing PlanningDouble jeopardyBuyers buy from repertoires of brandsThe duplication of purchase lawBuying frequencies generally follow an NBD patternUser profiles of competing brands are usually quite similarThe natural monopoly effectCompetitor-oriented objectives are detrimentalCustomer satisfaction is important, but it is not what distinguishes big from small brandsAdvertising does work, even without short-term sales liftsShare of voice is related to market sharePrice elasticity averages around -2.5, and varies according to known contextsMarketing communication has diminished effects from multiple exposures in a period17 Management Beliefs and Biases, and What They Mean for Marketing Planning and StrategyCorrelation and causation – the misleading of managementThe halo effectThe narrative fallacySelection biasStatus quo biasRegression to the meanThe planning fallacyAssuming ‘what’s important’ to buyers is the panaceaReferencesIndex