Strategic Marketing Audit and Future Plan Recommendations - Day MBA

By Professor Parimal S. Bhagat

Philadelphia University

Philadelphia, PA

January 5, 2004

Below are basic marketing analysis steps to be followed by Day MBA students in completing comprehensive strategic management case analyses.

 I.                    CORPORATE MISSION AND OBJECTIVES [Vision, Mission, and Business Objectives by SBU] {5% weight}

II.                  BUSINESS COMPOSITION AND STRATEGIES [SWOT; organization-level product-market matrix; business portfolio models and implications] {5%}

III.               MARKETING STRATEGY (FOR EACH SBU) {30%}

a.       Strategic planning and marketing [marketing personnel roles, evaluation of current strategy, impact of environmental scan on marketing, contingencies and constraints]

b.      Marketing planning and organizational structure [planning process, marketing skills and resources, organizational culture and structure changes]

c.       Market target strategy [segmentation and targeting process; demand, industry, and competition analysis; Customer profile and needs analysis; swot pertaining to each sbu; targeting strategy; perceptual map showing segments and competitors-current and future]

d.      Program Positioning alignment with Marketing Objectives [current and future]

IV.               MARKETING PROGRAM AND PLAN (FOR FOCAL SBU) {40}

a.       Product Strategy: new product development, product life cycle analysis, brand relationships, “packaging”, services strategy.

b.      People Strategy: customer relationship marketing, boundary spanning personnel skills, training, and evaluation.

c.       Place or Channel Strategy: supply and value chains, channels of distribution (goods) or service operations (services), retail or non-store retail issues.

d.      Pricing: target market elasticities; objectives of pricing; demand-supply relations; product-line pricing; pricing process; pricing effectiveness.

e.       Promotion or Integrated Marketing Communication Strategy: communication objectives; role of communication mix (advertising, sales promotion, public relations, personal selling, and direct marketing) by PLC stage and product characteristics; creative strategy; budget; media plan; creative outputs.

V.                  SPECIAL ISSUES {10%}

a.       E-business strategy and technology impact: business models; current technologies (hardware and software); CRM; web presence.

b.       Global impact: global marketing strategy; expansion; cultural considerations.

c.       Ethical considerations: legal v. ethical considerations of marketing actions on various stakeholders current and in the future.

VI.               IMPLEMENTATION AND CONTROL {10}

a.       Implementation constraints and controls.

b.      Performance metrics/ dashboard – evaluation guidelines for each component of the marketing plan.