Topic 12 - Marketing Planning and Strategic Marketing
Section outline
-
Unit Objectives - Revisit the Marketing Planning Process
- Appreciate the rewards of strategic marketing planning
- Understand the Ansoff Matrix and Porter´s Competitive Strategies/Value Chain as tools to develop growth strategies
-
Ski & Surf GmbH is a medium-sized manufacturer of sporting goods that distributes skis, surfboards, and sails in Germany. The company sources the materials required for production from various suppliers. Its products are sold partly directly from warehouse stock and through specialist retailers to end consumers, and partly via direct deliveries to tourism service providers that operate their own ski or surf stations. The company currently employs 75 people. Further expansion of its business activities, including expansion into other European countries, is planned. Against this background, you have been hired and tasked with establishing a marketing department within the company.
a) Describe the marketing planning process at Ski & Surf GmbH. (15 points)
b) For each of the market growth strategies proposed by Ansoff, develop a concrete proposal showing how the generally applicable marketing task can be implemented by Ski & Surf GmbH. (15 points)
Note: in your answer briefly explain the general meaning of each element and them transfer to the company
- Revisit the Marketing Planning Process