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Organization & marketing plan

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Priya Srinivas
Priya Srinivas

2009

Business
1 of 24
The Organizational plan
Developing the management team ,[object Object],[object Object],[object Object]
Legal forms of Business – on ownership lines…. ,[object Object],[object Object],[object Object]
Decisions for deciding forms of ownership ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Other decisions….. ,[object Object],[object Object],[object Object],[object Object]
The Marketing Plan
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SWOT Analysis ,[object Object],[object Object],[object Object],[object Object],[object Object]
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Scope of Marketing Research ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Market Research ,[object Object],[object Object],[object Object]
Market Research ,[object Object],[object Object],[object Object],[object Object],[object Object]
Market Research ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],The entrepreneur should exhaust all possible secondary data sources, observation, and networking before beginning any more costly primary data research.
Market Research ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Data collection is done with the help of Data Instruments like Questionnaire.
[object Object],[object Object]
Marketing Research – Analyse Complexity of Buying Behaviour CULTURAL BELIEFS & VALUES, LIFE STYLES SOCIOLOGICAL SOCIAL CLASS, STRUCTURE FAMILY/GROUP INFLUENCE,LIFE CYCLE, OPINION LEADERSHIP ECONOMIC PRICE, DELIVERY, PAYMENT TERMS, SALES SERVICE INDIVIDUAL PSYCHOLOGICALFACTORS COGNITION, LEARNING PROCESSES, INTERPERSONAL RESPONSE, ATTITUDES MOTIVATION, PERSONALITY THEORIES BUYING PROPOSITION PRODUCT OR SERVICE
Understanding Consumer Characteristics CHARACTERISTICS Innovators 2-3% Early Adopters 12-15% Early Majority 33% Late Majority 34% Laggards 12-15% PERSONAL Social, Income, Occupation, Education, Housing, Family Influence, Time orientation PSYCHOLOGICAL Nature of needs, Perceptions, Self-concept, Aspiration Groups, Reference Groups
Changing Priorities Stage Priorities Major Purchases Fledging : Teens & early 20s Self,Socialising, Education Appearance Products, Clothing, Automobiles, Recreation, Hobbies, Travel Courting :20s Self & Other, Pair bonding,Career Furniture & Furnishing, Entertainment, Savings Nest Building:20s &early 30s Babies & Career Home, Garden,,Baby Care products, insurnce Full Nest 30-50s Children, Career, Midlife crisis Children Food, clothing, education, transportation, life counseling Empty Nest 50-70 Self & others, relaxation Furniture, Entertainment, Travel, Hobbies, Luxury Automobiles, Investments Sole survivor 70-90 Self, health,loneliness Health care , Diet, Security, Comfort, TV, Books, Long distance telephone services
Analyse Target Market OCCUPANTS WHO SERVICES WHAT OCCASION WHEN ORGANISATION WHO IS INVOLVED OBJECTIVES WHY OPERATION HOW
Marketing Strategy to be Based on ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Characteristics of a Marketing Plan ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Why some Plans fail ? ,[object Object],[object Object],[object Object],[object Object]
Thank You !!!

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Organization & marketing plan

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  • 17. Marketing Research – Analyse Complexity of Buying Behaviour CULTURAL BELIEFS & VALUES, LIFE STYLES SOCIOLOGICAL SOCIAL CLASS, STRUCTURE FAMILY/GROUP INFLUENCE,LIFE CYCLE, OPINION LEADERSHIP ECONOMIC PRICE, DELIVERY, PAYMENT TERMS, SALES SERVICE INDIVIDUAL PSYCHOLOGICALFACTORS COGNITION, LEARNING PROCESSES, INTERPERSONAL RESPONSE, ATTITUDES MOTIVATION, PERSONALITY THEORIES BUYING PROPOSITION PRODUCT OR SERVICE
  • 18. Understanding Consumer Characteristics CHARACTERISTICS Innovators 2-3% Early Adopters 12-15% Early Majority 33% Late Majority 34% Laggards 12-15% PERSONAL Social, Income, Occupation, Education, Housing, Family Influence, Time orientation PSYCHOLOGICAL Nature of needs, Perceptions, Self-concept, Aspiration Groups, Reference Groups
  • 19. Changing Priorities Stage Priorities Major Purchases Fledging : Teens & early 20s Self,Socialising, Education Appearance Products, Clothing, Automobiles, Recreation, Hobbies, Travel Courting :20s Self & Other, Pair bonding,Career Furniture & Furnishing, Entertainment, Savings Nest Building:20s &early 30s Babies & Career Home, Garden,,Baby Care products, insurnce Full Nest 30-50s Children, Career, Midlife crisis Children Food, clothing, education, transportation, life counseling Empty Nest 50-70 Self & others, relaxation Furniture, Entertainment, Travel, Hobbies, Luxury Automobiles, Investments Sole survivor 70-90 Self, health,loneliness Health care , Diet, Security, Comfort, TV, Books, Long distance telephone services
  • 20. Analyse Target Market OCCUPANTS WHO SERVICES WHAT OCCASION WHEN ORGANISATION WHO IS INVOLVED OBJECTIVES WHY OPERATION HOW
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