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Ansoff matrix for Nokia HW Ansoff matrix worksheet

Homework

Alysha

AstraZeneca due Sept 30 Dell due Oct 14

Alex S

Economies of scale W/sheet due Sept 24 AstraZeneca due Sept 30 Kaizen & JIT worksheets due Oct 6
Surridge p131. Operational Objectives Progress questions: 1,5,6,7 due Nov 5 Have I given these back???

Lara, Emma, Alysha, Alex

All

P85 Analysis and Evaluation Question 1. (Coca Cola)

Selecting marketing strategies

Lesson objectives
Explain the meaning of marketing strategies Introduce the four strategies of the Ansoff matrix

Analysing markets and marketing

What type of forecasting might be used in each of the following six cases? Justify your views.
1. 2. 3. 4. 5. 6.

Predicting sales of raincoats in November. Forecasting the sales of fashion accessories. Predicting the likely attendance at a football match. Investigating how customers might react to a price cut. Forecasting sales of plain black socks. Estimating sales of a newly patented invention.

Selecting Marketing Strategies

A market analysis should enable a marketing manager to understand where the market is and where it is going. This should feed into developing a marketing plan. The Marketing Strategy is the long-term marketing plan aimed at achieving the marketing objectives.

The basic idea behind the marketing model

Analysis of where we are

Review

Determining how we compete

Developing a plan

Marketing Model
Constraints
1. 2.

Setting Marketing Objectives Gathering data needed to decide on a strategy Assessing alternative marketing strategies & implementing the choices Planning & implementing the marketing mix, in accordance with the strategy Controlling & reviewing the outcome of marketing decisions

5. Control & review Budgetary Control

2. Market information & analysis Market research 1.Objectives

3.

Forecasting

4.

4. Planning the marketing mix

Draft market plans

3. Alternatives & choices

5.

STP

Businesses have to identify what segments exist in a market. SEGMENTATION

Then they decide which segments they want to target. TARGETING

Then they decide how to position themselves.

POSITIONING

The requirements of each segment differ. So effective marketing requires managers to understand these needs, decide on which segments are likely o be profitable for the business and then develop appropriate plans.

The challenges facing Nokia

To boost sales Nokia could target existing customers to get them to upgrade iPhone / Android customers to get them switch Blackberry users to get them to switch Current non-Smartphone users (older people?)

Each of these would be a different strategy to achieve the same objective of increasing sales. Which of the above strategies would you recommend and why?

What might Nokiayour ideas on your Write do if

It was trying to sell more to existing customers?

sheet for what you think It was trying this might involve. to

develop new products and offering these to existing customers?

It was trying to target new segments of its existing market?

It wanted to offer new products to new markets.

What might Nokia do if

Ansoffs matrix
Existing products New

Existing
MARKETS

Market penetration

New Product Development

New

Market Development

Diversification

Lesson objectives
Explain the meaning of marketing strategies Introduce the four strategies of the Ansoff matrix

Homework
Using Coca Cola to Explain Ansoffs Matrix Answer all three questions in no more than two sides of A4