Analysis for Marketing Planning

Cover Page
......Page 1
Title Page
......Page 2
Copyright Page
......Page 3
Dedication......Page 4
Preface......Page 9
Acknowledgments......Page 11
About the Authors......Page 12
Brief Contents......Page 5
Contents......Page 6
Definition and Objectives of Plans......Page 14
Frequent Mistakes in the Planning Process......Page 18
Is Planning Worthwhile?......Page 22
Steps in the Planning Process......Page 23
The Executive Summary......Page 26
Situation Analysis......Page 27
Example......Page 28
Specialty Coffee Retailing (ca. 2006/2007)......Page 32
MP3 Cell Phones (ca. 2006/2007)
......Page 34
References......Page 37
Overview......Page 42
Definitions......Page 46
Overlapping Market Segments......Page 51
The Impact of Metamediaries......Page 52
Product Strategy Implications......Page 53
Illustrations......Page 55
Methods for Determining Competitors......Page 57
Managerial Judgment......Page 58
Customer-Based Measures......Page 60
Summary......Page 66
Competitor Selection......Page 67
Enterprise Competition......Page 69
References......Page 72
Overview......Page 75
Market Growth......Page 77
Product Life Cycle......Page 78
Sales Cyclicity......Page 79
Category Factors......Page 80
Threat of New Entrants......Page 81
Bargaining Power of Buyers......Page 84
Bargaining Power of Suppliers......Page 85
Category Rivalry......Page 86
Pressure from Substitutes......Page 87
Environmental Analysis......Page 88
Technological Factors......Page 89
Political Factors......Page 91
Economic Factors......Page 92
Social Factors......Page 93
Retail Coffee......Page 98
MP3 Phones......Page 100
References......Page 101
Overview......Page 103
Secondary Sources of Information......Page 109
Primary Sources of Information......Page 115
Other Sources......Page 117
Ethically Questionable Sources......Page 119
Analyzing Product Features......Page 121
Determination of Competitor Objectives......Page 122
Marketing Strategy......Page 125
Comparing Value Chains......Page 126
Marketing Mix......Page 127
How to Assess Competitors’ Strategies......Page 128
Technology Strategy......Page 131
Differential Advantage Analysis......Page 133
Ability to Manage......Page 135
Assessing a Competitor’s Will......Page 136
Predicting Future Strategies......Page 138
Retail Coffee......Page 142
MP3 Cell Phones......Page 145
References......Page 148
Overview......Page 150
Who Buys and Uses the Product......Page 151
What Customers Buy and How They Use It......Page 158
When Customers Buy......Page 161
How Customers Choose......Page 162
Why They Prefer a Product......Page 168
The Special Case of New Products......Page 172
Manifestations of Customer Value......Page 174
How They Respond to Marketing Programms......Page 177
Will They Buy It (Again)?......Page 178
What Are They Worth?......Page 179
Segmentation......Page 183
Desirable Criteria for Segments......Page 184
Methods for Market Segmentation......Page 185
U.S. Cell Phone Customers......Page 203
MP3 Players......Page 204
Retail Coffee......Page 205
Summary......Page 207
References......Page 208
APPENDIX 5A: Economic Value to the Customer (EVC)......Page 212
APPENDIX 5B: Latent Class Methods......Page 215
Overview......Page 217
Definitions......Page 218
What Potential Estimates Are Used For......Page 219
Information Sources......Page 220
New or Growing Product Potential......Page 222
Methods of Estimating Market and Sales Potential......Page 224
Area Potential......Page 227
Overview......Page 228
Judgment-Based Methods......Page 231
Customer-Based Methods......Page 236
Sales Extrapolation Methods......Page 237
Model-Based Methods......Page 241
What Methods Are Used?......Page 243
Using Regression Models for Forecasting......Page 244
Developing Regression Models......Page 245
Recognizing Uncertainty......Page 251
Nonlinear Relations......Page 252
Share Forecasts......Page 253
Forecasting Really New Products......Page 254
Retail Coffee......Page 255
PDA Sales......Page 257
Combining Forecasts......Page 258
Gaining Agreement......Page 259
References......Page 260
APPENDIX 6A: Time Series Regression with Seasonal Factors......Page 262
Overview......Page 266
Benefits of Strategy......Page 267
Elements of Strategy......Page 268
Setting Objectives......Page 269
Selection of Strategic Alternatives......Page 272
Increasing Sales/Market Share......Page 273
Increasing Profitability......Page 275
Summary......Page 276
Choice of Customer Targets......Page 277
Choice of Competitor Targets......Page 278
Core Strategy......Page 279
Brand Strategy......Page 285
Brand Building......Page 286
Brand Leveraging......Page 291
Measuring Brand Value......Page 292
Customer Strategy......Page 295
Introduction Strategies......Page 296
Growth Strategies......Page 297
Maturity Strategies......Page 299
Summary......Page 300
Summary......Page 301
References......Page 302
Index......Page 306