Revision SBM&P, 2012

Component 1 (30%) 15 min presentation

For a company of your choice you are required to provide a presentation identifying the external factors impacting upon the organisation; identify the key forces acting upon the company; highlight how the organisation can gain a competitive advantage in respect of the external factors and forces; identify potential and future challenges for the organisation The presentation content will constitute 75% of the grade with the presentation skills/style constituting the remaining 25%

Component 1 (30%) breakdown

For a company of your choice - Whats the company? you are required to provide a presentation identifying the external factors impacting upon the organisation; - Session 4, Session 5 identify the key forces acting upon the company; - Session 6 highlight how the organisation can gain a competitive advantage in respect of the external factors and forces; - Session 7 identify potential and future challenges for the organisation - Session 8

Think
Breath

Speak

Component 2 (70%): 3,000 word formal report

Select an organisation with which you are familiar, identify the business planning and strategy used in the organisation (vision, mission statement); their goals and values processes (ethical, cultural, environmental, social and business objectives); how the organisation monitors and evaluates its objectives, strategies and goals. The report will constitute 100% of the grade for this component; the marks are allocated as follows: - Presentation and structure 10% - Content 50% - Use of theory 20% - Recommendations 12% - References (Number and variety) 8%

Component 2 (70%): 3,000 word formal report

Select an organisation with which you are familiar - Whats the organisation? identify the business planning and strategy used in the organisation (vision, mission statement); - Session 1, Session 3 their goals and values processes (ethical, cultural, environmental, social and business objectives); - Session 3 how the organisation monitors and evaluates its objectives, strategies and goals. - Session 6, Session 3, Session 2

Report Format
Executive Summary Index Introduction Content
Headings and sub-headings

Conclusion

Mind Maps

Mind Map, 1

Mind Map, 2

Mind Map, 3

Mind Map, 4

Mind Map, 5

Mind Map 6

Mind Map, 7

Mind Map, 8

Useful Models

Marketing / Corporate Strategy Interaction

Corporate Strategy Allocation of resources across the organisation Portfolio of activities for the organisation Specifying the organisations mission Defining organisational objectives

Guides Directs Controls Coordinates

Informs Achieves Operationalises

Marketing Strategy Competing in a product market Selecting markets and segments Determining the marketing mix

Brassington and Pettitt, 2006

Influences on Marketing Strategy

Organisational objectives and resources

Attitude to risk and change

Marketing Strategy

Competitor strategies

Market structure and opportunities

Brassington and Pettitt, 2006

The Four Ps Satisfying Customer Needs

PRICE Costs Profitability Value for money Competitiveness Incentives

PRODUCT New product development Product management Product features / benefits Branding Packaging After-sales service

PLACE Access to target market Channel structure Channel management Retailer image Logistics

PROMOTION Developing communications mixes Advertising management Sales promotion management Sales management Public relations management Direct marketing

Brassington & Pettitt (2006)

Control

Marketing plans

Actions

Outcomes

Goals

Compare Outcomes with Goals

Analyse deviations

Solve problems
Brassington & Pettitt (2006) ref above

Exploit success

Learn and revise

PESTEL analysis of the external environment (usually macro environment)

Variable
Political Economic Social Technological Environmental Legal
(write the factors affecting in the boxes, then write up a brief summary)

Construct
(write as many points in this column as are appropriate)

Effect (+/-)

Porters Five Forces analysis of the competitive environment (usually micro environment)

Threat of Substitutes
(How easy is it for customers to substitute the company?)

Existing Rivalry
(Competition direct, indirect, differentiation)

Customer Bargaining Power

(How much bargaining power do the customers have?)

Threat of New Entrants

(How easy is it for new companies to enter the market?)

Supplier Bargaining Power

(How much bargaining power do suppliers have?)

(write the factors affecting in the boxes, then write up a brief summary)

Porters Generic Strategies for a strategic review

As an organisation, adopt one of these strategies to provide the direction for subsequent operational decisions, including marketing (Porter, M)

Cost Leadership

Differentiation

Segmentation (aka: Focus)

The expectation is that the vigorous pursuit of the chosen strategy will create a sustainable competitive advantage (Brassington & Pettitt)

Competitive Strategy: Techniques for Analysing Industries and Competitors Porter, M, 1980. Principles of Marketing Brassington & Pettitt, 2008

Stakeholder analysis first identify the stakeholders

Competitors
List them by type

Customers

List them by type (if approperiate eg: corporate, consumer)

Employees

List them by type (if appropriate eg: full time, part-time, voluneteers)

Your organisation

Other stakeholders Other stakeholders

(use as many stakeholder boxes as you need)

Stakeholder analysis then plot them (eg: power / interest grid)

Interest

Low Low
Group 3

High

Minimal Effort
Group 4

Keep Informed

Power

Group 5

Group 1 Key players

Keep Satisfied
Group 6 Group 7

Key Players
Group 2

High

Marketing Mix
Element Product Price Promotion Place and, when marketing services: People Process Physical Evidence Because they are vital in services The way in which the service obtained Where the service is being delivered NB: elasticity and perceived customer value MarComms mix: ads, PR, DM, personal selling, sales promotion Distribution strategy Possible Considerations

Product Life Cycle (PLC)

Growth Introductory stage stage

Maturity stage

Decline stage

Industry sales

Industry profits
Revenue

Time

BCGs Growth Share Matrix

High
20 18 16 14 STARS
Modest + or cash flow

QUESTION MARKS (problem children)

Large negative cashflow

12
Market growth

10 8 6 4 2 Low 10x High

CASH COWS
Large positive cashflow

DOGS
Modest + or cash flow

1x
Relative market share

0.1x Low

SWOT analysis

internal factors

Strengths

Weakness

external factors

Opportunities

Threats

McKinsey 7S Model

Shared Values (inside the organisation)

Staff (What sort of staff does the organisation employ?)

Structure What is it (flat? hierarchal?) and what would be best?

Style (What is the leadership style?)

Skills (What sort of staff skills are required?)

Strategy (What is the organisations strategy?)

Systems (Which systems are in place to measure effectiveness?)

For organisational success, the seven elements above need to be aligned and mutually reinforcing. The model is used to identify which of the elements needs to be brought into line.
The model can be used to help analyse a current, or possible future, situation. It can also be used to analyse both current and future situations, with a gap analysis to see what needs to be improved.

Aspects of a brand

Brand Value

What aims and values do you want associated with the brand?

Brand Vision

What is your vision for the work that the brand should do?

Brand positioning

How is brand positioned (against competitors)?

Brand purpose

What does the brand actually do? Is there one core aspect of the brand which can be used to increase brand equity? What is the personality of the brand?

Brand Equity Brand Personality

The anatomy of a product

As shown in Brassington & Pettitt Principles of Marketing, 2008

Writing Style

Why & Does Writing Style Matter?

Writing is about the communication of ideas If your writing is difficult to understand: - Your ideas will be unclear - Your ideas will not be understood - Your audience (the people who grade your papers) may penalise you Understand your target audience! - Whats the average time spent grading a paper? - How exciting is it to grade a paper? - So: Make it easy for the assessor to give you marks

Structure
Headings and Subheadings - Break up the text - Aid reader understanding - One subheading per topic Paragraphs - Treat like mini subheadings - Keep them short (2 4 sentences) Sentences - Keep them short (know what you want to say, and say it!) Avoid comma clauses if you can Stay within the set word-counts (+/- 10%) Reference quotes accurately using the Harvard style Use the spell check! Get someone else to read your assignment for sense Dont be afraid of white space on the page!

1,000 Words
A picture can be worth 1,000 words - Use: Tables Charts Diagrams

Pictures, as well as concise tables and charts - Save words - Are good ways of communicating complicated information - Make it easy for the assessor to see that you have the point

Pace & Movement

Written communications should flow - Beginning, middle, end Written communications should have pace - Where appropriate, use active verbs which show that their subject is doing the action This usually saves words, which is useful when writing to a hard word-count

Five Quick Hits to Improve General Writing

Cut down the number of words you use: - At the present means now Eliminate non-business jargon wherever possible: - Energetic disassembly means explosion, rapid oxidation means fire - But MAKE SURE you use correct business English terms Eliminate unnatural phrases: - We do not appear to have received means we have not received Avoid trite expressions: - At some point in time means at some time Use short words: - Utilise means use, corroborate means support or confirm