Marketing Objectives of Trade Organizations Ing.

Transcript:Marketing Objectives of Trade Organizations Ing.:
Marketing Objectives of Trade Organizations Ing. Martin Klepek, Ph.D. Trade Organizations Marketing Objectives of TO Outline of the lecture Intro into Strategic business units and excercise. Marketing objectives and retailers decisions. Marketing objectives and wholesalers decisions. International retailing development strategy. Most famous portfolio analysis si Boston Consulting Group Matrix . Logic: profitability of different strategic business units is aligned with share and growth. Result: Model BCG which sort SBU Výsledkem je model BCG , který třídí strategické podnikatelské jednotky podle podílu na trhu a tempa růstu tohoto trhu. BCG Matrix BCG Model Stars Requieres lots of investments and managing effort Strong competition in the segments Cash Cows Established well functioning units. Generates valuable profits for other unists. BCG Model Question marks Requires extensive investments to maintain market share. Management have to decide which of these will progress to Stars. Dogs Can generate sufficient amount of profits to survive. Has no bright future ahead of them. BCG Model Excercise for BCG Matrix P&G porduct portfolio: BCG model and lifecycle BCG model and lifecycle Stars Question mark Cash cow Dogs Relative market share Market growth rate Marketing Objectives of TO 1. MARKETING OBJECTIVES AND RETAILERS DECISIONS Difficulty of preparing marketing strategy for retailers lies in the fact that today many companies offer the same products, and some goods can be found both in stores and in stores with cheap goods, customers show greater sensitivity to price. The store is an essential element of the organizational structure of the company and a retail network, it is viewed from a technological point of view and the content of the structural and instrumental character, and especially in terms of marketing. E.g. decisions on the type of store can not be an isolated decision of a company, but is linked with its strategy. Marketing Objectives of TO STRATEGY PROCEDURE Every business entity in the market has some goals, arising from the company mission. The company analyzes its surroundings to set these goals and formulate a strategy. This strategy then governs marketing objectives, including marketing mix. Every trade company has to follow this procedure. The marketing strategy of retail business focuses on the following areas: A. Decision on the target market. B. Decisions on assortment and services. C. Decisions on price. D. Decision on promotion (marketing communications). E. Decision on location (geographic and market analysis). Marketing Objectives of TO A. DECISION ON THE TARGET MARKET Decision on