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University of Guyana Marketing 1101…..Module 4 ,Week 4

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University of Guyana Marketing 1101…..Module 4 ,Week 4 UNIVERSITY OF GUYANA MARKETING 1101…..MODULE 4 ,WEEK 4 ERIC M. PHILLIPS (MBA, CTP, BSc. Eng.) SEPT-DECEMBER 2013 STRATEGIC MARKET PLANNING THE GARDEN OF EDEN? TWO UNIVERSAL QUESTIONS??? Tremendous uncertainty about their lives encased in the two universal questions of “Who am I?” “What is my Purpose on Earth?” WHAT IS EDUCATION? SYDNEY J. HARRIS “The purpose of education is to turn mirrors into windows”. MARTIN LUTHER KING JR. “To save man from the morass of propaganda, in my opinion, is one of the chief aims of education. Education must enable one to sift and weigh evidence, to discern the true from the false, the real from the unreal, and the facts from the fiction." "The function of education, therefore, is to teach one to think intensively and to think critically. But education which stops with efficiency may prove the greatest menace to society.“ “Intelligence plus character--that is the goal of true education” EDUCATION? SRI SATHYA SAI BABA “ The end of education is character”. MARK TWAIN “Never argue with stupid people. They bring you down to their level then beat you with experience”. KNOWLEDGE IS POWER……KNOW THYSELF MARKETING & YOU Marketing is an exciting subject. A Way of Life. We humans are walking, talking Marketers. FIRST DEFINITION The process of planning and executing the conception, pricing, promotion and distribution of ideas, goods and services to create exchanges that satisfy individual and organizational goal. OVERARCHING DEFINITION PHILIP KOTLER and GARY ARMSTRONG……………..PRINCIPLES OF MARKETING (14TH EDITION) MARKETING IS “CREATING AND CAPTURING CUSTOMER VALUE” “MANAGING PROFITABLE CUSTOMER RELATIONSHIPS” THE MARKETING PROCESS COGNITIVE DISSONANCE; PERCETION IS REALITY……..THE POWER OF MARKETING REVISION FROM MODULE 3 OVERVIEW MARKET INFORMATION SYSTEMS WHAT IS MARKETING RESEARCH? THE DIFFERENCE BETWEEN MARKET RESEARCH AND MARKETING RESEARCH THE MARKETING RESEARCH PROCESS THE STRATEGIC IMPORTANCE OF MARKETING RESEARCH A CASE STUDY THE VALUE OF MARKETING RESEARCH MARKETING RESEARCH & MARKET RESEARCH Can we create a luxury vehicle to challenge the world's best? THE MARKETING RESEARCH PROCESS PRIMARY RESEARCH SAMPLING METHODS FISHBOWL TECHNIQUE OPEN SPACE TECHNIQUE OPEN SPACE TECHNIQUE I AM THE PERFECT PRODUCT MODULE 4… SESSION GOALS STRATEGIC MARKETING MANAGEMENT STRATEGIC BUSINESS UNITS BOSTON CONSULTING MATRIX SWOT ANALYSIS I AM THE PERFECT PRODUCT……………INDIVIDUAL ASSIGNMENT MARKETING PLAN FOR THE THIRD CELLULAR…GROUP EFFORT LIFE LESSONS STRATEGIC PLANNING AND THE MARKETING PROCESS STRATEGIC PLANNING The process of developing and maintaining a strategic fit between the organization’s goals and capabilities and its changing marketing opportunities. It involves defining a clear company mission, setting supporting objectives, designing a sound business portfolio, and coordinating functional strategies. “If you fail to plan, you are planning to fail.” The annual and long-range plans deal with the company’s current businesses and how to keep them going. TO FAIL TO PLAN IS TO PLAN TO FAIL STEPS IN STRATEGIC PLANNING Defining the Setting company Designing Planning marketing Company objectives the business and other functional mission and goals portfolio strategies Corporate level Business unit, product and market levels THE MARKETING PROCESS GLOBAL PLANNING IS MORE COMPLICATED Foreign environment (uncontrollable) Political/legal 1 Economic forces forces Domestic environment (uncontrollable) 2 7 Political/ Competitive legal (controllable) structure Competitive Cultural forces Forces forces Price Product Environmental uncontrollables 7 3 country market A Promotion Channels of distribution Environmental 6 uncontrollables country market B Geography Level of Economic climate and Technology Environmental Infrastructure 4 uncontrollables 5 country Structure of market C distribution STRATEGIC MARKET PLANNING IS AN INTEGRATED AND SOPHISTICATED PROCESS STRATEGIC BUSINESS MANAGEMENT VISION DIRECTED VISION “TO BECOME THE PREMIER AND MOST PROFITABLE CARIBBEAN MEDIA ENTITY IN NORTH AMERICA” AN INTEGRATED MEDIA ENTITY INTERNATIONAL CARIBBEAN DIASPORA RADIO CULTURE M 97.9 HD2 R E US Markets A D EDUCATION CARIBBEAN IMPACT D I Newspaper I A O P MUSIC R ONECARIBBEANRADIO.COM S One O Internet Radio & Market Research Caribbean E D NEWS Media Inc. R U C VP RECORDS V T SOCIAL I EVENT MANAGEMENT S ISSUES C CARIBBEAN CULTURAL E THEATRE S TRI-STATE IN THE CARIBBEAN AREA COMMERCIAL MISSION To nurture, promote, develop and dominate a cohesive Caribbean Diaspora market for OCM media products and services leading to unprecedented brand loyalty and sustainable profits through exceptional service quality and by anticipating and exceeding customer needs through innovative marketing strategies and unique customer control mechanisms. SOCIAL MISSION “ BUILDING CARIBBEAN UNITY BY CREATING A PLATFORM FOR OUR VOICE TO BE HEARD” Becoming a “Cause” advocacy media entity thereby meeting targeted needs in the Caribbean community while simultaneously partnering with Foundations which are predisposed to these causes on a national and international basis. Haiti census climate change immigration literacy HIV/AIDS hypertension unemployment drugs teenage pregnancy WHAT IS A MISSION? Mission statement are enduring statements of purpose that distinguish one business from other similar firms. A clear mission statement acts as an “invisible hand” that guides people in the organization. It identifies the scope of a firm’s operation in product and market terms. It promotes a sense of shared expectations in employees and communicates a public image to important stakeholder groups in the company’s task environment. JOHN FERNANDES LTD John Fernandes Ltd is a private, limited liability company owned and operated by the Fernandes family. Although in business previously the Company was formally registered in 1959 by the founder and first chairman, John Fernandes Snr. Today the Company has expanded and along with its subsidiaries, form the John Fernandes Group of Companies. The present management of the Group of Companies are second and third generation family members FERNANDES PRODUCT PORTFOLIO JOHN FERNANDES GROUP OF COMPANIES Chris Fernandes, Chairman & C. E. O. 88% of current family business owners believe the same family or families 1. Mark Fernandes will control their business in five years, but succession statistics undermine Terminal Director this belief. Only about 30% of family and businesses survive into the second 2. Philip Fernandes Company Secretary generation, 12% are still viable into the third generation, and only about 3% 3. Peter Baker Finance Controller of all family businesses operate into the fourth generation or beyond. 4. Bernie Fernandes Marketing Director The statistics reveal a disconnect between the optimistic belief of today's 5. Alan Fernandes family business owners and the reality of the massive failure of family Operations &Technical Director companies to survive through the generation 7. Shad Fernandes Workshop Manager 8. Jeremy Fernandes Terminal Operations Manager NEAL AND MASSEY Our Vision We shall be a flexible, decisive and opportunistic world class organization, operating globally, listed on a major stock exchange with a well recognized brand image. We shall achieve excellent profitability as an innovative, customer focused, entrepreneurial Company with empowered CEO’s Founded in 1880s 50 Companies Annual revenues (US$ 800 M) Asset base (US$ 1.5 B) NEAL AND MASSEY Parent Company: Neal & Massy Holdings Limited +A. Lok Jack - Chairman E.G. Warner - President & Group Chief Executive Officer *R. Balgobin - Executive Chairman, Quicksilver Convenience Limited *R. Bermudez - Chairman, Bermudez Biscuit Company Limited E. Boodasingh - Group Executive Vice President, Neal & Massy Food Group R.G. Cave - Chairman, Cave Shepherd & Company Limited A.C. Fields - Chairman, Banks Holdings Limited G.A.A. King - Group Executive Vice President, Neal & Massy Barbadoss Paula Rajkumarsingh - Group Executive Vice President, Chief Financial Officer *B. W. Young - Chairman, Neal & Massy Group Jamaica Limited NEAL & MASSEY GROUP The Neal & Massy Group is a conglomerate operating in the majority of the English-speaking countries of the Caribbean. We have been in business for over 85 years. We operate across a wide spectrum of industries, offer a range of quality products and services and represent several international brands. We have a long established reputation for integrity and fair play in our business dealings. AUTOMOBILE AND INDUSTRIAL EQUIPMENT NEAL & MASSEY 1 NEAL & MASSY TRANSPORTATION GROUP LTD 2 NEAL & MASSY AUTOMOTIVE LTD 3 CITY MOTORS (1986) LTD 4 TOBAGO SERVICES LTD 5 BEST AUTO LTD 6 AUTOMOTIVE COMPONENTS LTD 7 MASTER SERV LTD 8 TRACMAC ENGINEERING LTD 9 PRES-T-CON LTD NEAL & MASSEY ENERGY AND INDUSTRIAL GASES NEAL & MASSEY 10 NEAL & MASSY ENERGY LTD 11 NEAL & MASSY ENERGY SERVICES LTD 12 NEAL & MASSY ENERGY RESOURCES LTD 13 NEAL & MASSY Wood Group LTD (Holding 50%) 14 NM INSERTECH (CARIBBEAN) LTD 15 NM INDUSTRIAL GAS HOLDINGS LTD 16 NEAL & MASSY GAS PRODUCTS LTD 17 INDUSTRIAL GASES LTD 18 TRINTOGAS CARBONICS LTD 19 CARIBBEAN INDUSTRIAL GASES UNLIMITED 20 NMAP SERVICES UNLIMITED (Holding 50%) 21 NM PETROCHEMICALS SERVICES LTD 22 NM SUPPLY CHAIN INTEGRATORS (Holding 51%) FOOD GROUP (FOOD/LOGISTICS/DISTRIBUTION) NEAL & MASSEY 23 HI-LO FOOD STORES DIVISION 24 MARKETING & DISTRIBUTION DIVISION 25 HUGGINS SHIPPING 26 CUSTOMS BROKERAGE LIMITED 27 MELVILLE SHIPPING LTD 28 CMA CGM TRINIDAD LTD (Holding 40%) FINANCIAL, PROPERTY
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