marketing report格式范文

引言
 

这份报告的目的是运用批判性的目光来分析战略营销管理的重要性。它是由三部分组成的，包括战略规划工具的选择和分析以及详细分析市场现价。
 

营销策划手段意味着要在一个特定的时间内来实现组织内部一个有逻辑行的安排。
 

在文献中没有特定的模型来满足所有的类型的情况,但是有一个通用的模型可以适用于一般的类型，可以为接下来的步骤做下铺垫。
 

情景分析:第一步，分析除本公司外其他的公司的情况，以及国际环境。公司通常使用害虫模型方法来分析一个国家或环境。政治、经济、社会和技术方面。害虫分析的发现虽然是最后在规划过程中,但肯定有帮助。
 

SWOT分析:第二步运用SWOT分析法分析公司的优势,弱点,机会和威胁。在这个模型里所得出的主要优点和缺点都被认为是外部机会和威胁的标识。
 

营销目标:营销目标意味着公司要实现的东西。通常营销目标应该是以智能来衡量的，这就意味着它必须是具体的,可实行的的和及时的。
 

Assumptions Are Outside Companys Factors Which Impact Marketing Essay
 

Introduction:
 

The purpose of this report is to critically analyse the importance of strategy in marketing management. It is consisted of three parts in which strategy planning its tools options and the analysis of current mark is discussed in details.

 

P1: Marketing planning means to implement a logical sequence of steps to achieve the organizational goals and objectives for a given period of time.

 

In literature there is no specific model which could be followed for all kind of situations, however there is a general consensus on the following steps which is more desirable to be followed in formulating planning:

 

Situational analysis: in the first step of planning the outer as well as international environment of the company is analysed. For the analysis of out environment usually company use PEST model which means to analyse political, economic, social and technological aspects of a country or environment. The finding of PEST analysis is final in planning process but definitely helpful.

 

: SWOT analysis: the second step in planning process is swot analysis which stands for strengths, weaknesses, opportunities and threats. In this model the main strengths and weaknesses are considers while outer opportunities and threats are identified.

 

: Marketing objectives: marketing objectives means the things to be achieved for the company. Usually marketing objectives should be gauged in terms of SMART which means it must be specifi, measurable, realistic and timely. To be effective marketing objectives it should always to be in the framework of SMART.

 

Forecast market potential: forecasting marketing potential is crucial step in planning process. It is critical because all strategy is made after predicting market opportunity or potential. it is used as base for medium and long term planning.

 

: Generate marketing strategies: strategies are formulated to achieve company aim and objectives. Strategies are series of actions which needs to be followed to achieve company’s objectives.

 

: Assumptions & contingency plans: assumptions are outside company’s factors which impact it and are unctrolabale. Assumptions should be minimum and should not be assumed if it’s not necessary. There should always be a contingency plans for every assumption in case it proves to be wrongly predicted.conteincy plans are usually shorter just short statement to be implemented in case of any assumption happened.

 

Budget Resources & staffing: it is the balancing part of company expenses and revenues. Firm have to fulfil different marketing demand on limited resources so in this part all marketing activities are planned keeping in view best combination of its resources and expenditures. in case of nay increase in marketing activities it will have definite impacts on the limited resources of a firm. Financial constraints could seriously affect its overall marketing objectives.

 

Time scales: in this step all act ivies are planned and presented in Gantt chart form which shows the follow through of the activities taken place over a period of time.

 

Implementation & control: after all activities are formulated in a given time scale now it’s a step to implement all actions and planes. For this purpose the concerned people are given the responsibility to ensure the implementation and success of the plane to achieve company’ objectives.

 

P2: Business strategy must take into account both external and internal environment of the organization. For this purpose some of the well-known tools use is PEST analysis, SWOT analysis, and porter’s five factors

 

 Pest analysis: pest is used to analyse the external environment of a firm for formulating strategy. Pest stands for political, economic, social and t for technological factors analysis.

 

Political analysis means whether the government in a country is stable or not, it also consider the constraints imposed by the govt on businesses and the facilities given by them. Political changes and policies really affect the overall business strategy of a firm.

 

Economic analysis considers the economic policies of a government for example the tax policies interest rates the terms and conditions for loans and credits. Besides it also consider the economic indicators like inflation GDP per capita income and the condition of industry.

 

Social analysis of an environment tries to find out how the society is divers, the level of education of general population, the pattern of family life and the role and status of women in society all these factors influence firm’s strategy.

 

In technological environment analysis the level of technology used in a country is analysed the level of computer usage and technological education the population has and willing to use (Mullins,2004)

 

All these factors greatly help the form in formulating its marketing strategy.

 

 SWOT analysis: swot analysis is a commonly used planning tool which assesses the firm’s profile in terms of its strengths, weaknesses, opportunities and threats. Strengths and weaknesses are concerned with firm’s internal environment while opportunities and threats concerned with other environment.

 

Some of key issues which are addressed in SWOT analysis are:

 

Strengths and weaknesses:

 

Does firm have a structure which helps it to achieve its objectives.

 

Does it have clear marketing objectives and strategy?

 

Does the organization use IT effectively in all aspects of its activities?

 

Does the organization meet its financial objectives?

 

To what extent does the firm have clear hrm objectives and strategies like employee motivation, provision of turnover etc?

 

Opportunities and threats:

 

Analysis of main factors in external environment like political, legal, economic and social.

 

The strength of competitors

What are the products and services of firm and competitors are in the pipeline.

 

The level of consumer demand and can it be expected to remain stable

 

The threats of new entrants in the same industry.

 

The swot analysis can be carried out in planning teams or groups of executives and their impression are quiet different. It has been found that higher level managers tend to take a broader view seeing organizational factors as strengths while lower ones single out marketing and financial factors( Mintzberg,H,2000).

 

 Porter’s five forces Model: Michael porter devised a model to explain the forces which determine a firm’s strategy in an industry environment. According to him the five forces are threats of potential entrants, buyers bargaining power, threat of substitute products, suppliers bargaining power and competitor in the said sector of business.

 

Potential entrants: new entrants in an industry offer greater capacity and greater competition for market share which pose threats to existing competitors. The extent of threats is high if the barriers to entry are high and vice versa.

 

Level of competition: competitors in market are inter dependent.prices, advertising promotions and consumer warranties are monitored by competing firms, who then respond. The intensity of rivalry depends on several factors like numerous or equally balanced competitors, rate of industry growth, level of fixed costs, high exit barrier etc.

 

Threats of substitute products: a substitute product is one which performs the same function as the firm’s product. Substitute products may be different but serve the same purpose like tea and coffee.