Strategic marketing plan
PROBLEMS AND OPPORTUNITIES STATEMENT
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- 1. THE BUSINESS UNIT’S CAPABILITIES COMPARED TO CRITICAL SUCCESS FACTORS
- 2. OPPORTUNITIES FOR THE BUSINESS UNIT TO EXPLOIT WITH EXISTING CAPABILITIES
- MARKETING OBJECTIVES: (See Exhibit 2.4 for examples)
PROBLEMS AND OPPORTUNITIES STATEMENTJess: If you are unable to do this tomorrow I can do it either with you or myself on Sunday. The delay with the final document and CSFs was due to formatting, email communication, inserting others work and cross referencing with the project guideline. I also needed to complete the summary for the presentation so Hannah was able to get started on slides. 1. THE BUSINESS UNIT’S CAPABILITIES COMPARED TO CRITICAL SUCCESS FACTORS
2. OPPORTUNITIES FOR THE BUSINESS UNIT TO EXPLOIT WITH EXISTING CAPABILITIES3. OPPORTUNITIES FOR THE BUSINESS UNIT TO EXPLOIT WITH IMPROVED CAPABILITIES4. THREATS THAT MUST BE ADDRESSEDRECOMMENDATIONS AND RATIONALEMARKETING OBJECTIVES: (See Exhibit 2.4 for examples)
EXAMPLE OF MARKETING STRATEGIES:
Team needs to discus and include the below: 
What are the critical success factors in this industry ? 
Do the firm’s internal capabilities fit with or stretch the firm in a realistic way ? EXAMPLES OF STRATEGIES FOR EACH FORCE. Is there a blue ocean strategy in any element of any force ? 1: Reducing the Bargaining Power of Suppliers Partnering Supply chain management Supply chain training Increase dependency Build knowledge of supplier costs and methods Take over a supplier
Partnering Supply chain management Increase loyalty Increase incentives and value added Move purchase decision away from price Cut put powerful intermediaries (go directly to customer)
Increase minimum efficient scales of operations Create a marketing / brand image (loyalty as a barrier) Patents, protection of intellectual property Alliances with linked products / services Tie up with suppliers Tie up with distributors Retaliation tactics 4: Reducing the Threat of Substitutes Legal actions Increase switching costs Alliances Customer surveys to learn about their preferences Enter substitute market and influence from within Accentuate differences (real or perceived)
Avoid price competition Differentiate your product Buy out competition Reduce industry over-capacity Focus on different segments Communicate with competitors
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