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Buss. Marketing-Module #1

Chapter 5 outlines the steps for managing the marketing effort, including market analysis, planning, implementation, and control. It emphasizes the importance of understanding customer needs and adapting marketing strategies through tools like SWOT analysis and Porter’s Five Forces Model. The chapter also includes activities for identifying target markets and developing marketing plans.

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6 views4 pages

Buss. Marketing-Module #1

Chapter 5 outlines the steps for managing the marketing effort, including market analysis, planning, implementation, and control. It emphasizes the importance of understanding customer needs and adapting marketing strategies through tools like SWOT analysis and Porter’s Five Forces Model. The chapter also includes activities for identifying target markets and developing marketing plans.

Uploaded by

Daniel Gutierrez
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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CHAPTER 5 MANAGING THE MARKETING EFFORT

Activity 1: Step by Step

Instructions: Identify the steps below by choosing from the keywords on the left. Write these words on a separate sheet
of paper.

1. Step 1: ___________ First, companies must find out the unfulfilled


customers needs, wants and expectations, analyze the market, the
challenges is the business environment and the company ‘ situation and
Marketing Control using the SWOT Analysis and marketing audit. Marketers must get
information on the market said the marketplace
Marketing Planning 2. Step 2:____________Strategies are identified to pursue marketing
opportunities; Companies need to decide which customer they will serve,
Market analysis selects a specific market; develop the marketing mix (4P’s) and position the
product or service within the market
Marketing process 3. Step 3:____________ Marketing strategies are executed through specific
actions such as mobilizing resources and manpower, completing tasks,
Marketing determining the budget, implementing policies, establishing a timeline , and
Implementation coordinating marketing activities.
4. Step 4: ___________ Marketing efforts are monitored and adjustments are
made in reaction to changes in the market; the firm aims to consistently
meet the needs of its customers over the long term.
5. The _____________ this whole process is applied in the development of
marketing plan

ACTIVITY 2: DISCOVER, KNOW, AND DEFINE YOUR TARGET MARKET

Instructions: Answer the following on a separate sheet of paper.

1.Select 5-10 family members (or extended family) as your primary customers. Find out their topmost unfulfilled needs
and wants.

2. Analyze what type of customers are they in terms of social class, lifestyle, personality, opinions, attitudes, values,
habits, and interests (hobbies). Summarize the learning that you gather from them in tabular format by showing only
what you think is the most important variables/s.

List variables Customer C1 C2 C3 C4 C5


below:

Social class

3.List down top 5 kinds of product do you think you can offer to them? Why is that so?
RUBRICS: Content- 25%, Originality- 25% Organization- 25%, Creativity- 25%

Lesson 1: Market Analysis


In today’s fast-paced business world, the ability to effectively manage the marketing process from beginning to
end has become an extremely important competitive advantage. Successful companies know how to adapt to a
continuously changing marketplace through market analysis and planning and careful management of the marketing
process.

THE MARKETING PROCESS


Marketing is an ongoing business process that consists of four distinct stages which are analysis, planning,
implementation, and control.

1. Analysis – entails the gathering qualitative and quantitative data about the company’s products and possible
markets.
2. Planning – involves constructing strategies that the company can put into action to attain results in the target
market.
3. Implementation – the success or failure depends more or less on the work prepared in the analysis and
planning stages.
4. Control – company needs to be responsive of changing market conditions, competitors and customers and fine-
tune the marketing strategies for that reason.

THE MARKET ANALYSIS


A successful firm is the one which monitors and manages efficiently various forces living in its immediate and
external environment. These forces which affect its ability to produce, promote, distribute, and deliver products and
services to customers constitute the marketing environment of the firm. SWOT analysis and Porter’s Five Forces Model
are two ways to analyze the marketing environment of a firm.

SWOT Analysis
The SWOT Analysis is a tool used in strategic planning to identify and ultimately, prioritize the organization’s
strengths, weaknesses, opportunities and strengths. The process involves a brainstorming session where participants
create a list for each of these areas based on previously gathered data and information. Once the lists are created, a
ranking process is used to prioritize the items so that the top items in each category can be used to provide basis for the
development of objectives, strategies and tactics. SWOT is an analytical framework that can help a company face its
greatest challenges and find its most promising new markets.

1. Strengths represent those specific characteristics of the business that offer an advantage over its competitors.
2. Weaknesses are characteristics that limit performance and could represent an obstacle in achieving objectives.
3. Opportunities include external conditions that could help improve performance or that can be capitalized upon
or exploited.
4. Threats indicate external conditions and situations that could hinder performance, so ways of defending against
them can be explored.
Using SWOT, the company can estimate whether its objectives are attainable or not, given the internal and
external circumstances.

The first two letters in the acronym, S and W, refer to internal factors, which mean the resources and
experience readily available to the firm. Examples of areas typically include:

1. Financial resources – funding, sources of income, and investment opportunities


2. Physical resources – company’s location, facilities and equipment
3. Human resources – employees, volunteers and target audiences
4. Access to natural resources, trademarks, patents and copyrights
5. Current processes – employee programs, department hierarchies and software systems

External forces influence and affect every company, organization and individual. Whether these factors are
connected directly or indirectly to an opportunity or threat, it is important to take note of and document each one.
External forces are normally combined in a mnemonic called PESTLE. It gives bird’s eye view of the whole environment
from many different angles that one wants to check and keep track of while contemplating on a certain idea/plan.

ACTIVITY 3: BRIEF ESSAY

Instructions: Answer the following on a separate sheet of paper.

1. Explain the marketing process by showing the relationship between market analysis, planning, implementation, and
control.

2. How does the marketing process contribute to marketing strategies and business decisions.

3. What aspects are considered in conducting marketing analysis? What other aspects, if any, do you think should be
considered? Why?

RUBRICS: Content- 25%, Originality- 25% Organization- 25%, Creativity- 25%

ACTIVITY 4: SWOT ANALYSIS


Instructions: Continue “discovering and knowing your customers” activity with the tasks below. Write your answers on a
separate sheet of paper.

1.As an entrepreneur, you are to develop a matrix to identify your strengths, opportunities, weaknesses, and threats.
Follow format below:

HELPFUL HARMFUL

I S W

N Strengths Weaknesses

T - -

E - -

R - -

N - -

E O T

X Opportunities Threats

T - -

E - -

R - -

N - -

2. Develop simple strategies for introducing a new product or service. Recall and apply what you have learned in the
previous modules about the marketing mix.

3. What is your best positioning statement for your newly developed product or service?

RUBRICS: Content- 25%, Originality- 25% Organization- 25%, Creativity- 25%

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