Kategorien: Alle - marketing - audit - objectives - risk

von Илья Хазов Vor 3 Jahren

52

Subject background 5

A comprehensive business strategy focuses on several critical aspects to ensure success. Key components include the marketing mix, which encompasses pricing, distribution channels, and promotional plans, aimed at capturing and growing market share.

Subject background 5

One overriding aim - to develop the brand

SWOT analysis

opportunities/threats analysis

strength/weakness analysis

Strategic plans

A risk assessment

creation of 'plan B'

A selling plan

the billing procedures and accounting mechanisms
roles and responsibilities of the sales force
information systems for monitoring sales
merchandising materials
development of relationships with the distribution network
targets for areas and offices

Key elements of the marketing mix

the distribution channels
advertising and promotional plans
pricing
features and benefits

Target markets

geographical areas
product areas
types of customers

Objectives for each business unit

increase profitability
introduce new products
grow market share

Subject background 5

Other analyses

Organizational issues
integration of sales and marketing operations
attraction of talented marketers
Product life cycles
Financial information
consider profit margins

External audit

Examine market trends
Conduct new market research

Internal audit

Consider company-specific critical factors
Benchmark
business practice -> mission
competitive position
business process against competitors
Distibution channel