MARKETING

MANAGEMENT
Marketing process
Definition
 Process by which individuals and groups obtain
what they need and want through creating and
exchanging products and value with others is
termed as marketing process.
 The marketing process consists of four steps:
1. Analyzing market opportunities;
2. Developing marketing strategies;
3. Planning marketing programs, which entails
choosing the marketing mix (the four Ps of
product, price, place, and promotion); and
4. Organizing, implementing, and controlling the
marketing effort.
 First step of the
marketing process is
analyzing market
opportunities and
availing these
opportunities to satisfy
the customer’s
requirements to have
competitive advantage.
Example: Sony
 SWOT
As with most management models, the clue is in the name.

S = Strengths W = Weaknesses O = Opportunities

T = Threats

An evaluation of an organization’s strengths and

weaknesses in relation to environmental opportunities
and threats is generally referred to as a SWOT analysis.

SWOT Matrix Explained

All the best management models have four quadrants, and
the SWOT matrix is no exception. Each of the four
quadrants is used to analyze where you are now, where
you want to be, and then make an action plan to get there.

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The SWOT Matrix
Strength Weakness

GOOD NOW BAD NOW

Maintain, Build, Leverage Remedy, Stop

Opportunity Threat

GOOD FUTURE BAD FUTURE

Prioritize, Optimize Counter

 Strategic Intent
The purpose the organization strives for.
An obsession with an organisation. An obsession with
having ambitions that may even be out of out of
proportion to their resources and capabilities.
CONCEPT OF STRETCH, LEVERAGE & FIT
Stretch is a misfit between resources and aspirations
Leverage refers to concentrating, accumulating , complementing, conserving
and recovering resources in such a manner that a meager resource can be
stretched to meet the aspirations that an organizations dare to have.
Fit means positioning the firm by matching its organizational resources to its
environment.
Under Fit the strategic intent would seem to be more realistic whereas under
stretch & leverage it could be idealistic.

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 Business Definition
What is our Business?
What will it be?
What should it be?
Customer Function
(What)

Customer Group Alternative

(Who) Technologies (How)