Bellevue's products Strategic Marketing

Bellevue's products Strategic Marketing



Bellevue's products Strategic Marketing

Task 1: Bellevue's products Strategic Marketing Plan Process

In practice, many companies have their own special process of making marketing plan. They could make use of different methods to achieve the same purpose. However, in general, there is a basic process that has been synthesized from two books, namely Marketing Plan (McDonald, 2002) and Principles & Practice of Marketing (Jobber, 2001).

Setting goal

The first phase of planning Bellevue's products marketing plan is setting goal. Inasmuch as that the first step is to definite business mission. As Ackoff (1987) states 'Business mission is a broadly defined, enduring statement of purpose that distinguishes a business from others of its type.'

Business environment analysis

Business environment analysis plays a key to the strategic marketing plan. In this part, we take two steps, one is the marketing audit, and the other one is SWOT analysis. Marketing audit is an important element that helps a Bellevue's products or an organization to realize the business environment that they are in through examining the external and internal factors. In addition, it also notifies the direction that a Bellevue's products is heading in. This systemic examination includes external and internal audit. Firstly, in the aspect of external audit, it aims to examine macro-environment, the market and the competition.

Macro-environment comprises the conditions of economy, society, technology, policy, ecology and demography. Next, the market analysis consists of market characteristic, such as size or development, attitude of target consumers and distributions of different brands. The last external condition we should be concerned about is competitor analysis. It is beneficial for a Bellevue's products or an organization to comprehend who Bellevue's products's chief competitor is, what are strengths and weakness of business and market shares. These items are uncontrolled by a Bellevue's products or an organization (gozzi et al., 1998:92-102); operating results; strategic issues analysis; marketing mix effectiveness; marketing structures; and marketing system (Jobber, 2001:40).

Bellevue's products marketing Objective & strategy

After business environment examination, it leads a Bellevue's products to set a marketing objective. There are two types of objectives that could be considered about. They are strategic thrust and strategic objective respectively.

Strategic thrust

Market penetration

Product development

Market development

New product/ new market

Strategic objectives

Bellevue's products Core strategy

After setting the marketing objectives, Bellevue's products will concentrate on the way that helps to achieve the desires. That way is called 'core strategy." It involves three components: target markets, competitors' targets and competitive advantages. (Jobber, 2001: 45-46)

Target markets

Competitor targets

Competitive advantage

Organization and implementation

Bellevue's products Marketing mix decisions

Bellevue's products Marketing mix decisions is a pack of decisions that a Bellevue's products makes in order to achieve the objectives. Generally, these decisions intend to involve four Ps: characteristics of products (e.g. product variety, product presentation, product performance, etc.), art of listing price (e.g. discounts, allowances, geographical pricing, payment terms, credit terms, etc.), attractive promotions (e.g. sale force, advertising, public relations, consumer promotion, trade promotion, direct marketing, etc.) and the finial one, place ...