Determining marketing objectives in the plan

Once conducted the situation analysis and the SWOT analysis, you should choose a target market and determine marketing goals to achieve in the next period. In this part of the plan should answer the question "Where do you want to go?" Target market refers to customers who will get served, so it is necessary to describe their features and to answer questions about what, where, how, how buy and at what pace. The enterprise can be considered...

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SWOT - analysis

The purpose of the SWOT analysis is to identify strengths, weaknesses, opportunities and threats that occur during the operation of the enterprise market. It is a relatively simple analysis can be a very useful tool for studying permanent situation. Through this analysis though identification of forces (strengths) and weaknesses of establishment shall be determined and the potential opportunities and threats arising from matching / not-matching...

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Short-current planning of marketing

In accordance with the long-term strategic marketing plans, short-term marketing plans relating to the marketing categories in a shorter period of time, usually one year. The process of preparing short-term plans have many similarities to the process of making strategic plans. The most common obstacles that occur: - Interference from political nature. Marketing planning is the process of resource allocation with certain products and departments...

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Alternative strategies at BCG-matrix

Depending on whether it will also depend on the strategy that the company should apply in respect of which of them will continue to invest, where to stop investing, to leave. In this regard, the company at the disposal of four strategies: - Investment in order to increase market share - Investing as much as necessary to maintain constant market share - The collection of income - Leaving The first strategy is usually applied to question marks, but only those that projected sales volume is large, ie on IE having a chance to become the leading...

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BCG matrix quadrants

Stars. These are things which are characterized by vsoka market growth rate (high attractiveness) and high relative market share over the competition. These data show that the activities taking place in attractive markets to competition, and markets the company has a very strong position. Products belonging to the leading things usually are in the growth phase of the product life cycle curve. Best examples of Stars currently amazon.com lastminute.com...

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Determination of objectives and their characteristics:

In its operations the company must define corporate goals based on which will then define their corporative objectives and level strategic business units and marketing purposes. Most common corporate objectives are the following: Profitability. Companies from developed countries in the world, is the most important goal of profitability. this purpose is commonly expressed as absolute amount of profit, as earnings per share, the rate of return...

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Developmental stages of marketing planning

Planning, such as it is today is the result of a long process involving several stages. According to Kotler, the stages through which passes the development of the plan are as follows: - Phase without a plan - Stage budgeting - Phase of the annual planning - Phase of long-term planning - Strategic planning phase First The first phase is the phase when there is no planning. The company does not prepare plan because it believes that there...

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The need of approach with planning in marketing

Planning is imminent human activity. Only man before starting any activity, previously reconsidered a plan. All other living organisms carry out activities instinctively. Planning is permanent and continuous activity present in the organization of human life. Planning is especially necessary in any form of organization in which you have to coordinate multiple stakeholders who have specific duties and any common goals. The plan is the result...

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Macro environment of the company

In general micro-environment of the company operate a number of factors. Demographic environment which includes: - Number and population growth - Age - Education - Family - Geographical movement of the population - Ethnic and racial structure Commercial (economic) environment: - Distribution of income - Savings, debts, credit opportunities for taking - Modification of the model of consumer behavior Physical (natural) environment: - Lack of some...

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Actors in Micro environment

Success of the operation will depend largely on the efficiency of connection within a certain system. Because of that actors in micro environment are: 1. Enterprise 2. Suppliers 3. Intermediaries in marketing 4. Customers 5. Competitors The company is the main actor in managing with marketing activities and its placement is of great importance for the overall marketing system. While it is not important just the positioning of the marketing...

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Customers loyalty and Marketing enviropment

Building long-term business relationships with customers they continually buy products / services of the company lies in the essence of the marketing concept that clearly shows the direction in which develops marketing. In this case it comes to marketing purchase or relationship marketing.  The goal is to make the customer happy and satisfied with the relationship with the company in order to continue to buy its products throughout...

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Marketing concept and tasks of marketing management

Marketing concept is a business concept that finds great application in practice and which will continue to evolve, supplemented and amended in line with changes in the environment in which the companies are operating. Marketing concept in the focus of attention has buyer and his needs and desires. In fact, the essence of this concept is that companies who implement organize their resources towards understanding customers ie their needs...

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Marketing mix and marketing research

Marketing is not only for the purpose of creating an image, but creating reputation among all stakeholders of the enterprise, and through the construction of identity and the implementation of communication activities the company can build an image, and reputation can only be achieved if the image is upgraded by offering value for purchase. Finally, the resources invested in marketing should be viewed as an investment that will be returned...

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Definition of marketing

 There are numerous definitions of what marketing represents ... Marketing is conducting business activities that lie on the courses and services from producer to consumer. Activities that are performed in marketing are often treated and defined in terms of commercial impact, but their coverage is quite higher, it can easy see from the following classification of the marketing activities: 1. Determining the needs and wishes of...

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