Strategic Marketing Management: Abe Level 6 Diploma - Batch 19 2013

2013
STRATEGIC
MARKETING
MANAGEMENT
V1.6
NAXILO
ABE LEVEL 6 DIPLOMA – BATCH 19 2013

STRATEGIC MARKETING MANAGEMENT
CHAPTER 1 – STRATEGIC MARKETING MANAGEMENT

Strategy means a set of plans or procedures which are being pre-decided to achieve certain
objectives.
EX: While Allied Insurance Company focus more on individual and corporate insurance policies,
Amana Takaful focuses on motor and third party insurance.
A company will have more than one strategy and also many options to achieve their objectives,
following is an example of Singapore Airlines vs. Easy Jet.
SINGAPORE AIRLINES EASY JET

 Strategy is to provide value added  Strategy is to keep the cost at
services and diversify the offering minimum and provide the basic service
only
 Operates with a young fleet with a  Young fleet and highest usage per
turnover of 5 years airline
 Skimming pricing strategy is  Penetrative pricing or lowest pricing
encouraged strategy used
 Sales is encouraged through all  Website is the only sales point
possible channels encouraged
 Hosts events, does lot of branding  Marketed only via price
activities
 Maximum number of staff with better  Minimum number of crew
training
 Code share flights via Singapore  Direct flights only
 Focuses on main airports  Focuses on sub airports
 Best food menu served  No food is served
 In-flight entertainment provided  Minimum entertainment
 Holiday starts from home  Only the transfer
 Higher Luggage Facilities  Only the hand luggage is free
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Marketing Planning and Strategy
In order to have a proper strategy there should be a proper plan. A marketing plan should
include the following stages:
1) Where do we want to go? (vision, mission and objectives)

2) Where are we now? (situational audit)
3) What is the best way to reach? (strategy)
4) Making sure to reach (Implementation and Control)
Strategic Marketing Plan
Strategic Marketing Plan is a complete guideline which includes objectives, strategies, tactics
and control points.
QUESTION: DEC 2012

Explain a theoretical marketing plan and evaluate its importance for a marketing manager.
(15 marks)
A well developed marketing plan can increase the effectiveness of the corporate plan. A good
strategic marketing plan will have a clear vision within a well defined objective armed with
strategies to achieve them. Even though marketing plan period changed in accordance to the
industry, having a marketing plan is better than not having any.
A proper strategic marketing plan will include the following steps.
 Corporate Objectives
 Situational Analysis
 SWOT (Internal)
 PEST (External)
 Resources
 Marketing Strategies
 Segmentation/Targeting/Positioning
 Ansoff’s Matrix
 Marketing Mix
 Boston Matrix
 Shell Matrix
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 Marketing Tactics
 Quarterly Targets
 Sales Budgets
 Product Development and Launch
 Research
 Implementation
 Monitor
 Control
Vision, Mission and Objectives
Vision is the ultimate dream that the organisation expect to achieve in its long run. Rarely there
are organisations that have exceeded the dream and therefore redefine the vision again.
EX: Amazon.com‘s initial vision was “to be the world’s leading bookstore”. Once they achieved
it, they changed their vision to “Anything under the SUN”. Vision is more weight and more
qualitative.
Mission is more of a quantitative definition of the vision. It converts the vision into an
achievable format and gives a practical target.
EX: IBM put their mission statement as the best and most preferred IT partner in terms of
corporate and individual needs.
Objectives are further breakdowns of the mission for shorter periods and initial targets.
EX: “To increase the market share by 2% at the end of the year 2015.”
EXII: Clique College may have the objective “to enrol 1000 students within next 3 years.”
Objectives should be Specific, Measurable, Achievable, Realistic and Time-frame, or in other
words, “SMART”.
There are several stages of the marketing plan. If we start from the beginning, corporate plan is
the organisations ultimate plan followed by marketing, human resources, finance, etc.
Therefore organisations overall planning with related to marketing can be displayed as follows:
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 CORPORATE
 Human Resources
 Information Technology
 Sales
 Finance
 Logistics
 Marketing
 Marketing Plan 1 (Product Range A)
- A1 [promotional plan]
- A1 [branding plan]
- A2 [promotional plan]
- A2 [branding plan]
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CHAPTER 2 – PRODUCT MANAGEMENT AND

DEVELOPMENT
Product
A product can be a good service or even an idea. This is maybe to describe a physical or non-
tangible aspect which can only be felt. Whatever it is, it should be to satisfy a need.
A product may have the following:
 A physical product or service.

EX: A chair
 Expected product is the benefit out of it, it may have a brand name, price, etc.
EX: Golden Lane’s Avatar chair.
 Augmented products which differentiate from the competitors.
EX: Long lasting PC designed avatar chair.
 Potential product which allows the organisation to offer a combined solution.
EX: Avatar PC furniture design.
Also, a product can be categorised in another dimension.
1) Functional Dimension: The use of the product.

EX: For smooth shaving
2) Tangible Aspects: This is where the touch and the feel of the product is considered.
EX: Philips develops electric trimmers/shavers in different sizes for different markets.
3) Symbolic Aspects: Represents the value of the brand.
EX: Coca-cola is valued as a true American legend than a carbonated drink.
Classifications of the products
In marketing, products are classified into:
1) Consumer Products
2) Industrial Products
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Consumer Products
Consumer products are expected to be bought by the end user. The product is further classified
into sub groups, depending on the value, usage point or by features.
1) Convenience: Easily available, less brand loyalty, slight variance compared to competitors
and mostly the generic products.
2) Shopping: Mostly semi durable appliances such as mixers, grinders, dry irons, washing
machines, etc. This may require a guarantee, warranty, It can be payable through debit
cards and value is more important than the price.
3) Speciality: Most of the time it is a high involvement product. Decisions will be taken after
careful analysis and references, previous experience matters a lot.
Industrial Products
Industrial products are used and marketed differently than consumer products, since the target
audience have different expectations.
 Raw materials and components: EX: Fabric, buttons, zippers, etc.

 Equipments and plants: EX: Huge machineries, warehouses, etc.
 Supplies: These are products required to complete the product using raw materials and
machineries.
EX: Cartridges, Ink toners, imaging units, etc.
The concept of marketing a product
In marketing, we are more focused on satisfying the need, rather than selling a product.
Therefore it is important to understand the benefit you offer than the product only.
Variations may come in different forms, but the need and the benefit remains the same.
EX: Sony tries to enter all entertainment segments such as TV, Audio, Cameras, Gaming, DVD
and CD, etc.
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New Product Development Process (NPDP)
-
Idea Generation
AMOUNT OF INVESTEMENT
Screening
Concept Testing and

Development
Marketing Strategy
Business Analysis
Product Development
+
Test Marketing
Commercialization/Launch
Managing Products
A marketer has to carefully balance the product range in order to be efficient or successful.
Either;
1) Existing product can be well managed, properly branded and penetrate the market.
2) Introducing new products and extending the range.

EX: Whale Submarine in Maldives tries to maximise their sales with the existing product by
offering different packages and timings.
EXII: During the recent years, Clique College have consolidated courses on IT, ACCA, Judicial
Service and Language Proficiency.
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Product Life Cycle (PLC)
During the introduction, a small quantity is manufactured, and then these products are tested
with the actual target market. Later with corrections and amendments, you may come to the
market aggressively with minimum variants (sizes, flavours, etc.) Once the product starts to
make the profit and hits the break-even point, marketers can be very aggressive to get the
market share.
When the product reaches the growth stage, marketers introduce maximum variants and sizes.
You may also develop own competitive brands to keep the competitors busy. At this stage,
either catching up with competitors or challenging them is common.
When reaching maturity, you may get rid of all ill performing brands and the successful brands
are given high priority. These brands will be heavily branded until they become top of the mind.
In the decline stage, two things can be done. That is either to re-launch or to introduce next
generation products.
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Roger’s Diffusion Model
Roger’s diffusion model represents how a customer adopts a new product from the
introduction stage to the end. As marketers, Roger’s model is a good guideline when planning
their product management.
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CHAPTER 3 – PRICE MANAGEMENT

Pricing the product right is not a chance but science. Getting the price right is hard but
achievable through proper marketing analysis. A price is viewed in different ways by sales
manager, product manager, finance manager or distributor.
Pricing Decisions
Pricing decisions are based on two factors:
1) Customer and the market factor: Here, marketer will analyse the perception of the
customer about the product, the value that they are willing to pay for the product and
emotional aspects.
2) Cost Incurred: After considering the total expenditure and the profit margin which
customers will also accept, pricing will be decided.
Pricing Policies
There are many reasons behind pricing strategies. Pricing policies consist of factors that
influence the strategy to be chosen.
Cost Oriented
Industries such as FMCG, industrial goods, electronics are forced to cover the minimum price
and reasonable profit margin. At minimum the product should cover the fixed and variable
costs.
Demand Oriented
It is very common in general marketing.
EX: Hospitality industry, Ticketing & transportation, some seasonal food products
Competitor Oriented
The pricing is totally dependent on the market conditions and competitor strategies. These
maybe used when the market has a price war or monopoly or oligopoly conditions.
EX: OPEC maintains standard prices to keep the demand.
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Influences on Pricing
There are many factors which influence the pricing decision. All these factors can be classified
into three sections.
1) Corporate and Company factors

 Profit Margins
 Market share ideology
 Quality concerns
 Service factors
 Return On Investments (ROI)
2) Product Factors
 Product Life Cycle (PLC) stage
 Customers idea about the segmentation and positioning
 Quality standard of the product
 Packaging and storage requirements
3) Customer and Market Factors

 Demand
 Perceived Value
 Customer Benefit
 Competition
 Environment and Geographic factors
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Pricing Strategies
Pricing strategies help marketers to give a science behind their decisions. Choosing the right
strategy should also analyse the pricing policies and the influences.
1) Price Skimming
This is where above the average price is quoted for the uniqueness, innovation or due to the
strong brand image. Marketer should be careful to make sure that customers comprehend the
uniqueness or difference.
2) Penetrative Pricing
When the product is generic or does not have any uniqueness/no market demand, marketers
will have to adopt this strategy.
3) Early Cash Return

Certain organisations spend huge amount of money during the initial investment and if they
feel their advantage might not last long, they may try to get the return on investment much
faster. Depending on the market condition, it may either be by increasing the price or lowering
the price.
4) Satisfactory Cash Return
5) Differential Pricing
To overcome certain competitive and market challenges, differential pricing is encouraged.
6) Competitive Pricing
6.1) Discounts: Either based on the volume or the value.
6.2) Menu Pricing: Here different options are given for customers to choose from. This is a
better way to avoid brand image conflicts.
6.3) Promotional Pricing: Temporary action to overcome competitive barriers.
Managing Price
Managing price is one of the hardest decisions a marketer may have to make in his job role in
the management. The following may take place:
1) To reduce the price of the product

2) To increase the price of the product
3) Compete with competitors
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Whenever you are making a decision on the above, marketer will have to analyse the following
factors:
1) Cost: Variable, fixed and hidden cost should be considered
2) Demand Factors: When deciding on a price decision, elasticity and inelasticity of demand
should be considered.
3) Break-even point: This is considered along with the PLC to understand how the pricing
changes will backfire at the bottom-line.
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CHAPTER 4 – DISTRIBUTION MANAGEMENT
This is where the whole process of taking the product from organisation to the consumer is
being discussed. Here, distribution management has been classified into logistics management
and retail chain management.
Distribution Methods/Channels
Direct Sales – EX: Olive Garden
Online Marketing – EX: Air Asia
Direct Marketing – EX: Insurance and Savings deposits
Tele Marketing – EX: TV
Representatives/Agents – EX: Dhiraagu
Indirect -> Retailers – EX: “Killi” in Maldives
Wholesaler -> Retailer – EX: Philips
Agents -> Wholesale -> Retail – EX: Red Bull
Distribution Strategy
There are different channels and methods identified to move a product from the organisation
to customer. All these methods are selected based on the strategic approach the organisation
expects to implement.
Intensive Distribution
In this strategy, you may try to maximise the distribution range. You may perhaps even choose
all the distribution channels.
 Price of the product will be low or disposable
 Suitable for low involvement products
 When the visibility is high, chances of selling is higher
EX: Supari, Chocolates
Selective Distribution
Total solution is provided by the representative agent from spare parts to after sales.
EX: Home appliances, paints, motorbikes, etc.
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Exclusive Distribution
When the product is of high value, then exclusive distribution is encouraged.
 Products will be of up market and high valued.
 High involvement products (EX: Housing, Vehicles, etc.)
 Packaging will be given high priority
 If the product is specialised, (EX: Consultancy, Media selling) this method can be used.
Channel conflicts can happen when 2 or more channels overlap or when one channel is been
made cut by another.
When managing the distribution process, few things should be considered:
 Strategies
 Product Factors
 Seasonality – EX: Cashew nuts
 Rate of turnover – EX: A house for lifetime
 Product Life Cycle (PLC) – EX: Some softwares have a short life span.
 Perishable: If the goods are not durable, distribution method should be changed.
 Image of the product should suit the packaging and distribution.
 Requirement of the Seller

 Competition which may come from price, brand or margin
 Intermediary attitudes in how the supplier considers control and other supportive
factors
Franchising
Franchising is the easiest way to expand business overseas and gain exposure with least
investment. Brand name and training will be provided by the Franchisee.
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CHAPTER 5 – MARKETING PROMOTIONS AND

MARKETING MIX
Marketing promotions are used as a communication tool to carry the organisations message to
customers. A good marketer should respect the following factors:
1) Target Audience
2) Consistent Message
3) Right Promotional Tools and Channels
A promotion or communication will have at least one of the following objectives

1) For informative purposes
EX: Villa College
2) Persuading
EX: Jilbaab
3) To repeat buy a product
EX: SONEE Hardware
4) For branding purposes
EX: Coca-Cola, Dhiraagu
Promotional Mix
Advertising
Personal Selling
Direct Marketing
Public Relations
Exhibitions
Packaging
Posters and Flyers
Hoardings and Danglers
Internet and Social Media
Point Of Sales (POS) Materials
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Promotional Campaigns
Promotional campaigns are in nature aggressive, short term and win-win for customers as well
as the organisation. This may run through up to 3 months.
Promotional Campaigns may require lot of effort from marketers in terms of critical thinking
and implementation.
EX: Clique College will be launching first Herriot Watt Marketing Batch in Jan 2013. Make a
campaign plan to promote the event.
After deciding to go for a promotion, marketers come out with a promotional plan which is
represented through GANT CHART.
These promotions are done in 3 ways:
1) Burst Campaign
2) Drip Campaign
3) Mixed Campaign
When creating a promotional campaign, a marketer must consider the following factors.
1) How much does the campaign cover in terms of target audience
2) Cost of promotion (marketers have to mind per head cost, return on investment as
additional customers, etc.)
3) It can either use attack, defence or protective strategy
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CHAPTER 6 – BRANDING AND BRAND MANAGEMENT

Branding is commonly known as a name, term, sign, image, colour, logo or a combination of
these which differentiate the product from the rest of competitors.
Purpose of branding
1) To give a unique identity

2) Avoid stereotyping
3) To make a demand
4) To last longer
5) To give an advantage through service
EX: A car painting garage will be able to differentiate their product through service.
6) Advantage through other intangibles
EX: Coca-Cola stands out from the competitors due to branding.
Brand Loyalty
When a brand repeatedly satisfies a customer and if it has been marketed through proper
advertising, branding comes into action. Brand Loyalty is when a customer naturally tends to
purchase a product and to buy it repeatedly.
EX: A normal Starbucks customer visits 6 times per month while a loyal customer visits 16 times
per month; meaning higher frequency of purchase.
Brand Value
A brand value is measured in 3 ways:
1) How much income does it bring to the organisation

2) Market approach which compares it to other similar organisations
3) Cost approach where the amount of money is spent on building the brand is considered
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Brand Erosion
Due to different reasons, brands get diluted or disappear from the market.
1) Private Branding
EX: TESCO starting their own range of products
2) Brand Forgery
Some brands have many plagiarisers which will ruin the original brand.
EX: BOSS vs. BOOS
3) Negative Brand Associations

EX: Pepsi had to face many problems when Michael Jackson had a fire accident.
4) Bad business practices

EX: Nike was accused of using child labour in Bangladesh
5) Act of God / Natural Causes

Certain airlines did not recover after 2001 downfall
6) Grey Marketing
This happens when the marketing activities are unclear and difficult to gain confidence in
the public.
Building Brands
This is a long term expensive task which requires lot of commitments, plans and long term
vision. Branding can be done in 3 ways.
1) Corporate Umbrella Branding

One brand is promoted and all the new developments come as a sub-product of the original
brand.
EX: Toyota releases new car in different ranges (Lexus, Rav4, Corolla, Allion). It can be a
good method for multinational companies, but the drawback is that negative publicity of
one brand can ruin the whole brand range.
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2) Range Branding
This is where one company has different ranges for different products. This helps the
organisation to concentrate more on each product separately.
EX: Companies such as Unilever, Proctor & Gamble (P&G) and Coca-Cola use this method. It
makes it difficult for competitors as it covers all gaps in the market.
3) Individual Product Branding

Nestle uses individual branding to market their products. Kitkat, Milkmaid, Milo are
separately branded. This may require higher investment to brand separately but outcome
will be quite positive.
Developing Brands
This is a difficult management decision to make and have to consider many aspects of it.
1) Analysing the effect of the existing brand is very important as it may ruin the current brand
image
2) Compatibility and suitability for the global operation. Name, colour, symbols should not
make issues in the global standard. Certain brands may have ethnic issues such as the cross
in the Anchor label in Middle East.
3) Potential Growth Ability: Having the expansion facility both horizontally and vertically will
give the opportunity in the long run.
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CHAPTER 7 – SERVICE AND NOT FOR PROFIT

MARKETING MANAGEMENT
Service marketing is becoming increasingly popular due to the reason that there is no pure
product or no pure service. Therefore we are considering service as a partial product with few
differences from a complete product.
EX: Many restaurants and cafés provide same type of food but they may change the product or
service factor. While some restaurants prefer American pan pizza while others may prefer thin
crust Italian pizza.
The main difference between a product and a service is intangibility. Apart from that, there are
other differences such as inseparability, heterogeneity, perishability and lack of ownership.
Intangibility:
 No brand, difficult to sample, low entry barriers, no patents
Inseparability:
 Restrictions in mass production, produced and used at the same time, service receiver
also have a part in the service.
 Depends on the employee that cant distribute it like a product
Heterogeneity:
 Naturally service level varies, quality control and standardisation is very difficult
Perishability:
 Spoilage, time sensitivity and usage of unused capacity is not possible
Lack of Ownership:
 Customers cannot own the service, it is only a rent
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Service Quality
Service quality is analysed by marketers to measure the standard of service. Measuring quality
correctly is very important in the customers’ point of view. There can be many reasons for a
service to not reach the expected standard. This is explained by the gap model.
WORD OF MOUTH PERSONAL NEEDS PAST EXPERIENCE
EXPECTED SERVICE
CUSTOMERS
GAP5
GAP1
PERCEIVED SERVICE
SERVICE DELIVERY
GAP4
GAP3
SERVICE QUALITY EXTERNAL
SPECIFICATIONS COMMUNICATIONS TO
CUSTOMERS
GAP2
MANAGEMENT
PERCEPTION ON
ORGANISATION
CUSTOMER
EXPECTATIONS
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Gap model is used to find out the difference in the service expectations in accordance to the
views of customer and organisation. It also analyses gaps within the organisation.
Service Quality (SERVQUAL)
SERVQUAL is an analytical system used by marketers to analyse the service quality. In this all
the factors of a service industry is divided into 5 sectors;
1) Tangibles
2) Reliability
3) Responsiveness
4) Assurance
5) Empathy
When studying SERVQUAL, all aspects of service will be analysed with the above 5 factors, the
main disadvantage is that expected level in each criteria may vary from person-to-person.
Not for Profit Marketing
In Not for Profit sector, also called as the third sector, the main purpose is different to what
public sector does (“Electoral Mandate”) and what private sector does (making profit). Third
sector satisfies those who have a need but neither of the other parties is interested to satisfy.
EX: Blue Cross is a society which comes forward to control cruelty towards animals. There are
governmental and private sector N4P organisations. National Lottery in UK is a government
formed N4P; while Bill Gates Foundation is an example for private.
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CHAPTER 8 – MARKETING INFORMATION ANALYSIS

AND RESEARCH
Marketing information has become a key priority as rest of the planning is totally dependent on
the information.
Situation Analysis
Here, we analyse what happens inside the organisation, as well as what happens in the outer
environment. Therefore it is analysed in two areas.
1) Internal Environment (Micro Environment)
2) External Environment (Macro Environment)
In the external environment, marketers are more concerned about financial difficulties,
developing trends in customers and other relevant factors.
Porter’s Five Forces Theory
Porter identified the competition is really not coming from only direct competitors.
EX: Pepsi is not the real competitor of Coca-Cola, but instead it is water.
Therefore Porter analysed 5 areas which could be competitive for a product.
1) Direct Competitors
2) Threat of New Entrants:

Printing industry is more worried about the digital media than the direct competitors.
3) Bargaining Power of Suppliers:

When Coca-Cola withdrew from Wal-Mart because they could not get the front shelf, sales
dropped from Wal-Mart and they had to accept demands from Coca-Cola.
4) Bargaining Power of Customers:

Tesco supermarket chain forced suppliers to bring down the cost to what they want or else
to lose the total business.
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5) Threat of substitutes:
Instead of choosing a chocolate, a customer may choose an ice cream. Therefore, the
product range has to be fought against as well.
1) Using an organisation of your choice briefly describe porters five forces theory
model and explain how it can be used as a basis for investigating industry
competition.
2) A) Describe what is meant by a hierarchy of plans.
Corporate Plans – Set according to the company vision, mission and objectives analyses
financial aspects, shareholder perspectives brand equity and qualitative measures.
Regional Plans – This is where organisation gives priority, for the regional advantages.
EX: Asian region for manufacturing and European region for service and research.
International Corporate Plans – Each country or SBU is considered with a unique plan. By
default, this should be in line with regional and corporate plan.
EX: Marketing Plan, Sales Plan
Tactical Plans – This is to achieve midterm objectives and target.

EX: First quarter sales, market share, etc.
Operational /Functional Plans - day to day activities
Contingency Plans - are used to recover when the original plans are not in time.
EX: In case of a Tsunami, to divert production to an unaffected stable area.
B) Identify and briefly describe the various types of plans that the strategic
marketer is likely to come across when working in a multinational company.
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CHAPTER 9 – CONSUMER MARKETS AND CONSUMER

BEHAVIOUR
Consumer behaviour can be discussed in many aspects. It may be in industrial market or in

consumer market. Both the markets have different characteristics, but when it comes to
segmenting, targeting and positioning the factors may turn out to be the same.
Segmentation
Main purpose of segmentation is to differentiate the company from the rest of players. If
successfully segmented, target market should not have a second thought or confusion
regarding the choice. When you segment successfully you should be able to:
Focus activities: Diabetes Association of Maldives organising awareness walks
To reduce risk: Memory plus is for instant memory power
Battle Competition: Traders Hotel offers 5 star facilities in Male’
Understand the customers: Pizza Hut realises the need of having spicy menus in the Asian
markets.
Helping in Planning: Harley Club and Ferrari Club know exactly what their customers want
Targeting
When targeting a market, strategic marketers may have to look into the following:
1) Loyalty: CFL bulb market
2) Price sensitivity: Marlboro
3) Ability to cross spend: A Philips TV buyer may choose to buy a Philips Home Theatre and
DVD.
4) Growth Potential: Villa College utilises their resources into segments such as diving
schools, Islamic studies, psychology
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Positioning
Commonly used techniques are positioning maps and perceptual maps. The positioning is done
in the consumers mind. Therefore it requires lot of effort and money apart from time.
Influences on organisational buying
 Multiple objectives – EX: A purchaser might consider quality factors, cost, profit, etc.
 Many people and departments are involved – EX: For a purchasing of raw material
shipment, marketing, finance, logistics, procurement, senior management may be
involved.
 Value of purchase will be very high and repeated – EX: Annual text book purchasing
from the government.
 Buying patterns are set – EX: When resorts are buying food items, they have limited but
trusted, selected suppliers.
 Market influences – EX: During financial crisis, low cost options
 Organisational factors – EX: Apple may deal with selected suppliers, since Samsung
copied their technology.
 Personal Reasons – EX: Politics and conflicts
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Using a company of your choice explain how strategic marketers can approach
new business opportunities successfully.
P.s. students can use analytical methods such as SWOT or PESTEL
Marketing environmental analysis is given high priority when analysing and making strategic
marketing plans. Having a clear idea on the strengths, weaknesses, opportunities and threats
gives marketers the opportunity to look into hidden factor and also for future developments.
External environmental analysis helps the organisation to prepare well in advance for
uncontrollable factors such as PESTEL factors. Having a clear vision, understanding and in-depth
knowledge may make the marketing plan more synergetic and realistic.
Fuel Supplies Maldives (FSM) is a well known organisation in Maldives for supplying of fuels. It
is a government owned entity which is responsible for social welfare and also for profit making.
When FSM is doing strategic planning they may use environmental analysis in many different
ways to make it more appealing and realistic.
By understanding their strengths and weaknesses they may decide on the competing strategy.
As they are the market leader they may use this strength to capitalise on the market share.
They may often miss the weakness as the focus is more on opportunities. FSM may have
difficulty in being flexible, and turn around will be slower than the competition due to
bureaucracy.
FSM may find different opportunities in the market and as the flexibility is the problem they
may plan well in advance. They may approach upcoming resorts and airports with a better
proposal.
As Maldives is highly affected from global warming, fuel consumption may be considered as a
social responsibility. Therefore FSM can take precautions and develop a green attitude.
Around the globe solar energy, wind power, turbine energy is more appreciated than fuel
energy. Therefore FSM may include a contingency plan if alternatives are encouraged.
Technological developments may force to bring changes in the product. Therefore future
techno aspects will be analysed by FSM such as 98% octane petrol.
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Economical factors such as exchange rates and environmental factors such as Somalia Piracy
may happen anytime. Analysing the environment helps the organisation to keep a healthy
margin of profit and insure while transporting, etc.
As mentioned above an organisation can make their marketing efforts and plans much
successful by analysing the environment. Also, it gives additional point of view and dimensions
that haven’t been thought of to the planning process.
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CHAPTER 10 – MARKETING INFROMATION SYSTEM (MIS)
Marketing Information System (MIS) is a supporting tool for decision making. To make better
decisions MIS should have better information. To get accurate outcomes, information should
be up to date, error free and sufficient.
MIS is sophisticated software which has the ability to connect database management systems,
search engines and other relevant materials. MIS consists of 4 components which coordinate
with each other through a logical mathematical system
MANAGERS MARKETING ENVIRONMENT
- Political
- Strategic Internal Marketing - Economical
- Tactical Document Intelligence - Social
- Functional s - Technological
- Planning - Environmental
- Implementation Marketing Marketing - Legal
& Control Analysis - Pressure group
Research
- Competitor
- Customer
- Supplier
Feedback
Utilising MIS
 MIS is used to filter loyal customers and to implement CRM strategies towards them.
EX: Emirates Airlines offers skywards, free mileage flying for frequent flyers.
 It helps the company to decide future business trends and to come up with proper plans.
EX: Emirates came up with a joint venture to Qantas (Australian Airline) seeing the growth
potential in the eastern world.
NAXILO Page 31
 It is a good tool to analyse the internal and external synchronisation.

EX: Emirates understands their customer preferences and staff are well aware about the
customer needs. They have a cabin crew member who understands and speaks in
customer’s language.
 It helps to understand the hidden reasons behind a customer’s thinking process and it
notices the factors that may be ignored by a manager.
EX: Emirates have state-of-the-art entertainment system I C E which offers something for
everyone.
 MIS may improve the service factors through research techniques.

EX: Emirates is committed for continuous training and development for their staffs.
Marketing Research
Marketing research is the systematic gathering, recording and analysing of data about problems
relating to the marketing of goods and services. Marketing Research is carried out in two ways:
1) The Pilot phase- This is where when you research the data that is already available.
Therefore it is also called as Secondary research/Exploratory research. Since it is convenient,
it is also called as desk research.
2) Primary Phase: Here, an in-depth research is being conducted with fresh objectives and
probably in the field (maybe in a laboratory, where real business takes place)
Marketing Research Process
1) Set Objectives
2) Define Research problems
3) Assess the value of the research
4) Construct a research proposal
5) Specify data collection method
6) Specify techniques of measurement
7) Select the sample
8) Data Collection
9) Analysis of result
10) Present in a final report
NAXILO Page 32
Problems in a research
Marketing research can be misleading or can become useless due to following reasons:
1) Accuracy: A research is carried out to identify an exact problem or to find a solution.

Therefore inaccuracy may take off the sole purpose of research.
EX: Regarding a research of an infants baby oil, it is a must to considers mothers opinion as
well.
2) Cost: To get a better result, sufficient sample size is a mandatory factor. When sample is too
small, it may not reflect the population. This often happens when the budget is not enough
to conduct a proper research.
3) Safety: Often people suspect that their information will be misused. Therefore they may
avoid the research or give false information.
EX: When a middle class individual is asked regarding his life standards, answers tend to be
exaggerated.
4) Time Factor: Certain research requires time to gather and analyse information. When the
time is limited, high tendency for shortcuts and convenience samples. This may give a
wrong answer to research problem.
5) Errors in conducting research
6) Researchers knowledge levels
7) Literacy rate of the audience
Secondary Research
Secondary research is also called desk research, pilot research, desk research, etc. It is the first
phase of the research where already available information is being analysed and interpreted.
Mostly it is available for free, or can be bought at a very reasonable price.
EX: Customer panel research which can be bought for few dollars. This may have all the
information regarding TV channels, programmes and audience viewing rate.
NAXILO Page 33
Most common secondary research sources are publications by the organisation; annual reports,
invoice and delivery reports. Others include government publications, statistics, and ministry
publications. Internet and websites, magazines and newspapers can also be classified as other
sources.
Secondary research is conducted first, because it gives an idea in advance to the raw data
collection. It also helps to find customers for sampling and research, and at times to eliminate
the need of research.
Ethical Issues in Marketing

Marketing is a controversial subject when it comes to profit and ethical factors. It is often
complained that marketers ignore the importance of ethicality when they are more focused
towards profits.
EX: When Coca-Cola was having a sales drop for the first time, their sales figures being taken
over by Pepsi. They were then forced to make extreme measures, where they played sweet
cola campaign, which was inspired within the organisation itself.
Latest Developments in the Concept of Marketing

Since the introduction of marketing, many concepts and additional components have added
values to increase the meaning of it. Instead of looking at the company and the customer
relationship, this enables the organisation to go few steps further and to increase the benefit
towards the whole society.
1) Societal/Green Marketing Effects: Following ethical guidelines, maintain honesty in all

dealing and concerning other environmental factors are all part of green marketing. It is
slightly different from Corporate Social Responsibility (CSR). It is more than benefitting the
society; it is towards doing the right thing.
2) Relationship Marketing: This is where customers and the company work as partners in the
business, which is very common in B2B marketing. At times it is applied in B2C as well.
EX: The relationship between Open University of Malaysia and Villa College.
EXII: Marble Hotel issues a loyalty card for the frequent customers.
3) Internal Marketing: It values the staff and their career and personal developments, as well
as their rights.
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4) Direct Marketing: This helps to maintain one-to-one relationships with customers. This may
use all the possible media available.
5) Electronic Marketing
6) Customers: Rather than looking at the customer in one point of view organisations started
to value different perspectives.
Corporate Social Responsibility

CSR should never be used as an advertising or marketing tool. CSR is done to fulfil a societal
need which is not given the proper recognition by others. This maybe simple or it may lead to a
huge campaign such as Bill Gates Foundation. Some of the CSR examples in real life are as
follows:
 Emirates group have a ship filled with food items, medicines and necessities to cater in
disastrous situations.
 ODEL, a leading clothing chain in Sri Lanka runs a CSR campaign called embark to provide
shelter for stray dogs.
 HSBC helps to improve IT knowledge in Africa by donating computers and conducting

classes.
When it is a CSR programme it should be different from what the company markets and they
should take the ownership of the project.
Is CSR Necessary?
 Since organisations are profit motivated, it is often questioned whether a CSR is necessary.
It is necessary because business is conducted in the society; therefore organisation is
responsible for their well being.
 Is the organisation supposed to undertake social welfare and address broader issues? In
long term sustainability, businesses benefit from CSR.
NAXILO Page 35
 Will the business get powerful in the society? Since business employs skilled and capable
staff, why not address these issues?
 What if the competitor spends that money for promotions and product improvements? This
may look profitable in short-term, but by the time competitors realise social issues, CSR will
come in handy.
 Organisations specialise in resource management and not social welfare management.

Organisations and employees take responsibilities in each of their job task, and therefore
they are qualified to address social responsibilities as well.
Internal Marketing
Until recently, employees or whoever works very closely within the organisation’s parameters
were considered as secondary. Only after many practical implications they started recognising
internal staff as well.
Any activity which is more like marketing which motivates employees to work towards
organisations goals is concerned as internal marketing.
EX: Segmenting them in different categories, hard working, loyal, smart, etc.
EXII: Grievance/Complaints hotline
EXIII: Suggestion Boxes
EXIV: Corporate internet & intranet facilities
EXV: Company organised events, staff together, inter departmental tournaments and
recreational activities
At the same time, there can be negative motives towards internal marketing, due to cost, time
and low engagement levels from staff.
NAXILO Page 36
CHAPTER 11 – E-MARKETING AND NEW MEDIA

Due to the development in technology, marketers are much capable of communication with
customers than ever. Most common technological developments are:
 Internet
 Social Networks
 Search Engines
 PayPal
 Wire Transfer
 Email Campaigns
 Viral Marketing
 E-forums and blogs
 Interactive media such as interactive TV, Skype & chat forums
Internet marketing, also known as online marketing is used in 5 ways commonly known as
online marketing’s “5S”:
 Sell – To a global market
 Serve – To provide additional information or service
 Save – By reducing traditional methods of advertising
 Speak – One-to-One
 Sizzle – Impress visitors by a grand website
At the same time, E-marketing has a few unique characteristics. This is studied under “6Is”
 Interactivity
 Intelligence
 Individuality
 Integration
 Industry restructuring – Inventing new distribution channels
 Independence of location
NAXILO Page 37
Capabilities of E-marketing
 As a research and planning tool

 As a distribution channel
 Customer Service
 Communication and promotions : Travel agents, tour operators, book stores and
supermarkets, etc
 As an advertising medium
Risks involved in E-marketing
 Connectivity
 Cost
 Technical Staff
 Technical Faults
 Viruses and Hackers
 Legal Issues
 Spam
 Intellectual property
New Media
Due to the growth in virtual media, there are few new media, which are now dominating the
market.
 Email marketing campaigns
 Viral marketing, also known as word of mouse, where one individual share one event to
their friend
 Wireless marketing/mobile marketing
 Interactive television: A good media for instant feedback, used in voting, product search,
banking and gambling.
NAXILO Page 38
CHAPTER 12 –THE APPLICATION OF STRATEGIC

MARKETING TO VARIOUS BUSINESS CONTEXTS
Strategic marketing differs from large organisations to smaller organisations. Depending on the
size of organisation, product marketed and the ideology of management, marketing strategy
may change.
There are micro enterprises (less than 10 employees), Small enterprises (10-49 employees),
Medium sized enterprises (50-249) and Large organisations (250+ employees). Depending on
these types, strategies may change significantly. Also, on average only 5% of SMEs become
successful enough to become a large organisation.
SME Large Organisations

 Market Share is small : Low turnover  Market share is large : High Turnover
 Often, owner or family members or  You will have a board of directors,
few individuals are in the management HODS and consultants as well
 Attempts every opportunity possible,  More Strategic, long term plans with a
more practical and lacks marketing proactive approach
skills
 Lack of resources money, skills and  Enough resources and financial
people strength
 Generic Solutions  Specialisation
 Easy to enter, easily faded  Stable long term growth
 Individuals get multitasked  Clear responsibilities, limited range
 Very flexible  Bureaucratic
 Lower wages, lack of training, limited  Higher salaries, better benefits and
benefits training
 Average 5% success rate  Grow multinational
 Provides many job opportunities and  Downsizing and operates in all markets
operates locally most of the time
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Developments in SMEs
 Exporting/Importing
 International niche market

EX: Maldives exports sea cucumber as a highly demanded product
 Direct Marketing
EX: Resort Supplies in Maldives purchase products around the world on behalf of the resort
 Being part of MNE (Multinational Enterprises) supply chain (piggy packing)
Entrepreneul Marketing
There are a considerable amount of SMEs who are willing to take the challenge when there is
an opportunity, while critics and experts forecast different ideas about it. They are willing to
learn on the way and they consider expert opinions to minimise the obstacles.
Entrepreneurs will be very committed, hard working and they adapt and learn fast to survive.
At times they end up in a disaster but it is only a learning curve.
Through entrepreneul marketing, businesses have learned to include the following into any
organisation culture:
1) Management’s commitment and dedication towards innovation

2) Encouraging innovation internally
3) Certain degree of risk
4) Flexibility and adaptability
5) Finding the niche and uniqueness
6) Cross selling and up selling
NAXILO Page 40
Competitive advantage in a strategy
 Quality and Service:

EX: Titan watches from Swiss
EXII: LUX* Hotel chain in Maldives is a world benchmark in hospitality industry
 Flexibility:
EX: Classic Travel in Sri Lanka launched only 7 years back, have gained 1/6 of the market
share by offering photo studios, 24/7 helpline and 24/7 , 365 ticketing facilities
 Courage to manage the product portfolio:

There will be some products which are successful and bring profit, at the same time
there will be some which brings clients but no profits.
 Knowledge:
Product knowledge and industry knowledge is a must for success.
EX: Resort operators in Maldives make sure they reach 70% occupancy throughout the
year by using the marketing and customer preferable knowledge.
Organisational Structure
Large organisations will have a different culture to SMEs. At the same time these structures will
be deciding the output of the efficiency and decision making.
NAXILO Page 41
CHAPTER 13 – AUDITING THE MARKETING MIX
Auditing the marketing mix is a process of re evaluating the 4 functions of the marketing mix. In
this section, priority is given on checklist basis.
Product Checklist
1) Market Share
2) Consumer likes and dislikes
3) Historical sales trends
4) Seasonality
5) Capacity and the usage
6) Return on Investment
7) Product definition and benefits
8) Product Life Cycle
Price Checklist
1) Are pricing objectives appropriate?
2) Price and other 3ps
3) Stage of PLC, competitor pricing and customers response to the price
4) Discount, differentiated pricing and their effects on profit margin
5) Is there any requirement for price promotion?
Place Checklist
1) Does the product reach the consumer as expected?
2) Is the distribution cost included in the price?
3) Manufacturers control over the distributional channel
4) Strengths and weaknesses in distributional channel
5) Market coverage
Promotional Checklist
Promotional activities are audited in 2 ways:
1) Overall promotional audit: Here we analyse all the possible options and functions together
In this way, we try to audit the following:
a) What is the overall promotional objective (Is it for rebranding/increase sale/survive)
NAXILO Page 42
b) Is it realistic? Is it happening?
c) Do these promotional activities:
I) Create Awareness?
Awareness can be tested through recall tests. At times, recognition tests are also
used.
II) Do they affect the attitude?
To check the attitude, we may use attitude tests and in-depth research.
III) Generate Action?
Response or action can easily be monitored via sales or via activity.
Personal Selling
Personal selling is a very expensive and time consuming promotional method. Therefore it
should be audited carefully. It can be measured through:
1) Number of calls made

2) Number of calls vs. orders received
3) Achievement of sales target
4) Profitability
Sales Promotions
1) Increase in sales
2) Number of new customers attracted
3) Preventing competition
Marketing research is conducted with the motive of collecting first hand data. Therefore
research has to be done very accurately and with a proper plan. This helps to minimise time
wastage, error and other resources. In general, a research or plan process will have the
following steps:
1) Set Objectives
Here, we analyse what we expect to find out and set targets and goals.
2) Define research problem

Objectives are narrowed down and more specified, so researcher knows exactly what to look
for.
EX: To identify most suitable country in South Asia with IT infrastructure facilities.
NAXILO Page 43
3) Assess the value of research

What is the budget allocated for research and total expected income?
4) Construct a research proposal

Once the budget is decided, it has to be decided whether to go for an agency. Research
proposal is what clarifies the organisations expectation to the agency that does the research.
5) Specify data collection method

Is it through surveys, questionnaires or observation, etc?
6) Specify techniques of measurement

How the data collection method will be used to analyse and measure criteria. If observation is
used, are we going to use CCTV cameras, mystery shoppers, etc?
7) Select the sample
8) Data Collection
Here, the research team will go in the field and physically get involved in research. This is the
execution stage.
9) Analysing the result

Conversion of raw data into meaningful information
10) Present in a final report

In PDF, PowerPoint, printed book or CD/DVD
You are the marketing manager for a small shoe manufacturer that employs 20 people. Owner
of the business wishes to order to new overseas markets. Write a short report detailing various
options that should be considered and recommended and justify your required option.
Born globals and franchisers along with joint venture are dominating the international market.
Large organisations such as Wal-Mart, Starbucks, KFC, General Motors & Electrics, P&G are
invading domestic and rural market, where the survival and existence of SMEs itself is a
challenge.
NAXILO Page 44
Being given the scenario, SMEs are forced to come with innovative solutions and to expand
business globally through different means other than franchising, joint ventures or buy outs.
Therefore, SMEs have adopted the following options to enter the international marketing arena.
1) Exporting
Exporting is quite a traditional method, but comes handy when you are more focused on
domestic market and when you need to sell the excess production. A shoe manufacturer may
have excess quantity in certain designs and some models considered as very slow moving. This
can be used for bulk exporting.
2) International Niche Marketing

This can be used when the manufacturer is primarily focusing on international market. Even
though local requirements are smaller, the global niche will be able to provide enough profit.
Footwear manufactured with genuine leather might be too expensive to find enough customers
domestically, but globally this will have a very high demand.
3) Direct Marketing
Direct Marketing using each channels and websites, SMEs can reach the world quite easily. But
for a shoe manufacturer, this might not work effectively when logistic charges are added.
4) International Supply Chain

By becoming part of an international supply chain (MNE), where the manufacturer have the
opportunity to piggyback, where manufacturer will not have the headache of finding buyers,
transportation, etc. but they will get the money instantly. Manufacturer can focus on generic
sizes and increase the production.
Nice marketing would be much appropriate since it gives the opportunity to build a global
customer base, choose skimming prices and most of all to develop an own global brand which
may increase the brand equity over the time and to introduce sub products in future.
NAXILO Page 45
CHAPTER 14 – MARKETING AND STRATEGIC CHOICES

Marketing does not happen by chance, but rather it is the outcome of carefully executed set of
procedures and strategies. Depending on the market condition, competition and the
organisational objective, marketers have to adjust their strategies.
Organisational Stands
Organisations enter to the business scenario in different context with high investment and
innovative product.
EX: SONY launching Play Station 2 (PS2) to reach the market leader position.
At the same time, some companies will have an innovative product, but with less investment to
become the first in the market.
EX: Even though Panasonic were the first to introduce 3D technology to the market, SONY
capitalised on it through promotions.
Therefore, we mainly categorise 3 market stances:
1) Market Leader
Market Leader should be innovative, so that they can be in the forefront of the competition.
They should do fortification to keep competition activities at minimum. Confrontation should
be done by using aggressive and by getting into price wars, harassments through pressurising
the distribution channels and criticising competition.
2) Market Follower
Market Follower may benchmark the market leader, but can gain advantages through superior
service, flexibility and by overcoming the short falls of market leader’s products, even though
they cannot boast by saying the leader or innovator can easily gain market share from the need
created by the leader and superior distribution systems. Brand loyalty will be less, but sales
growth will be easier.
3) Market Nichers
Market nichers focus on limited amount of customers, while enjoying higher profit rates and
provide unique services, which others seem to ignore. This is not possible if there is no
uniqueness or talent.
NAXILO Page 46
Porter’s Generic Strategy Model

COMPETITIVE ADVANTAGE
LOWER COST FOCUSDIFFERENTIATION

COMPETITIVE SCOPE
BROAD
COST LEADERSHIP DIFFERENTIATION

NARROW
FOCUS
When Porter analysed successful organisations, he found 3 sound strategies underlying

beneath the success factor. These are called “Porter’s Generic Strategy Factors”
1) Cost Leadership
When organisations are quite large, then the investment is high and organisations have the
opportunity to manufacture in large scale, and thereby achieve economies of scale. This way
organisation does not have to compromise that quality, at the same time, any excess
production can be exported to international markets. Organisation should be careful to
communicate correctly, that the product is value for money, and not a low quality product. Cost
Leadership is possible by large organisations and at anytime a competitor might go lower than
you to challenge.
2) Differentiation
This is suitable for innovative and organisations with Unique Selling Propositions (USP). This
means organisations should have an advantage, which the competitors cannot match. This way,
organisations can sell even at a higher price, with a reasonable margin.
EX: While others are focused on inbound and outbound tourism, Virgin group initiated space
tourism.
NAXILO Page 47
3) Focus
Focus strategy is more towards niche market, and will be focused on few clients, but specialised
total solutions.
EX: Rolex watches, Intel processors, etc.
Porter’s Profitability Curve
Focused Cost Leadership

or well
Strategy
differentiated
strategy
Poorly Focused or
differentiated
with no cost
leadership
Porter’s Profitability Curve clearly represents how a cost leader and a differentiator gains bigger
market shares. By gaining more customers, they gain a higher Return On Investment (ROI).
Focus strategy may not entertain many clients, but will enjoy higher profits, and therefore
higher ROI.
QUESTION: DEC 2011

Q5) Social networks are place where people with common interests of concerns
come together to meet people with similar interests, express themselves and
debate. YouTube and Flickr are good examples. Identify and briefly discuss 5 ways
in which the strategic marketer can exploit the social web. (17 marks)
A remarkable portion from the advertising budget is now being allocated for social marketing.
Social and virtual marketing have given the opportunity to have a say for SMEs and therefore,
despite the size of the organisation, everyone favours this.
NAXILO Page 48
Using social networks have a high probability of going negative if not managed properly. One
negative comment may reach a million audiences in no time. Marketers tend to exploit social
networking through the following areas:
1) Generating Sales Leads

From new product development to a purchasing of a product is a long task ahead for marketers.
Per head costs for sales have dramatically decreased and facility of reaching the exact segment
is much easier.
2) Brand Building
To bring the brand to customers’ proximity was a challenging task and many companies had
only TV, press and radio to reach households. Through organising communities, by interest
groups, circulating hot topics within the group may help brand building.
3) To create mutual understanding and partnerships

Making the customer a part of the organisation is an ultimate dream. Today, through likes
(Facebook) , Shares, tweets (Twitter), links (linked.in) are few examples where customers have
actively participated in joining the organisation’s cause.
EX: Tiny Hearts of Maldives, who are an organisation for charity, made each social network
member a disseminating point of information.
4) Internal communication
Communications within the employees of different departments, levels, have been reduced to
one single platform. This is also a way to discriminate differences and unite.
5) Research and Development

Organisation has the ability to evaluate their products and services, and to find out their future
preferences. Blogs, wikis, online communities, social networks provide real time information.
Amazon.com uses this technique to cross sell products with similar interests.
QUESTION: ???
Outline McKinsey’s Seven S’s model and explain with examples how it can be used
to analyse the internal environment of an organisation.
NAXILO Page 49
McKinsey’s model was initially introduced for strategy selection, but now it is used as an
internal environment auditing tool. The steps identified by McKinsey can cover all aspects of
internal marketing.
Structure: Represents how the chain of command and reporting works with expansions and
new products, structure may require changes.
Strategy: This analyses the internal management strategy, which may be autocratic or
democratic. It also covers the strategy to unite the team.
Systems: It may be either procedure or software used.
Style: Communication, management and behavioural, as well as controlling styles.
Staff:
Skills: What are the training and development programmes, how best the talents are used and
are the right skills in the right designations.
Shared Values: On what basis the organisation promotes, builds reputation and sustains
business ethics.
NAXILO Page 50

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2013

ABE LEVEL 6 DIPLOMA – BATCH 19 2013

CHAPTER 1 – STRATEGIC MARKETING MANAGEMENT

SINGAPORE AIRLINES EASY JET

Marketing Planning and Strategy

1) Where do we want to go? (vision, mission and objectives)

Strategic Marketing Plan

QUESTION: DEC 2012

Vision, Mission and Objectives

CHAPTER 2 – PRODUCT MANAGEMENT AND

A product may have the following:

 A physical product or service.

Also, a product can be categorised in another dimension.

1) Functional Dimension: The use of the product.

Classifications of the products

In marketing, products are classified into:

 Raw materials and components: EX: Fabric, buttons, zippers, etc.

The concept of marketing a product

New Product Development Process (NPDP)

Concept Testing and

2) Introducing new products and extending the range.

Product Life Cycle (PLC)

Roger’s Diffusion Model

CHAPTER 3 – PRICE MANAGEMENT

Pricing decisions are based on two factors:

1) Corporate and Company factors

3) Customer and Market Factors

3) Early Cash Return

4) Satisfactory Cash Return

1) To reduce the price of the product

1) Cost: Variable, fixed and hidden cost should be considered

CHAPTER 4 – DISTRIBUTION MANAGEMENT

When managing the distribution process, few things should be considered:

 Requirement of the Seller

CHAPTER 5 – MARKETING PROMOTIONS AND

A promotion or communication will have at least one of the following objectives

CHAPTER 6 – BRANDING AND BRAND MANAGEMENT

1) To give a unique identity

A brand value is measured in 3 ways:

1) How much income does it bring to the organisation

3) Negative Brand Associations

4) Bad business practices

5) Act of God / Natural Causes

1) Corporate Umbrella Branding

3) Individual Product Branding

CHAPTER 7 – SERVICE AND NOT FOR PROFIT

WORD OF MOUTH PERSONAL NEEDS PAST EXPERIENCE

Service Quality (SERVQUAL)

Not for Profit Marketing

CHAPTER 8 – MARKETING INFORMATION ANALYSIS

Porter’s Five Forces Theory

2) Threat of New Entrants:

3) Bargaining Power of Suppliers:

4) Bargaining Power of Customers:

2) A) Describe what is meant by a hierarchy of plans.

Tactical Plans – This is to achieve midterm objectives and target.

Operational /Functional Plans - day to day activities

CHAPTER 9 – CONSUMER MARKETS AND CONSUMER

Consumer behaviour can be discussed in many aspects. It may be in industrial market or in

Focus activities: Diabetes Association of Maldives organising awareness walks

To reduce risk: Memory plus is for instant memory power

Battle Competition: Traders Hotel offers 5 star facilities in Male’

1) Loyalty: CFL bulb market