The Management of Markets MBA530

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The Management of Markets MBA530

• Week 2 Agenda
• 1. Welcome back
• 2. Admin stuff
• 3. What message? - A challenge
• 4. What we are here to learn and how we achieve
  success...
  
• 5. Quick review of 4 P's and managerial
  viewpoint
  
• 6. Today Marketing Planning
• Case Studies - Handout
• Models and theories

2
Admin Stuff

• http//www.kurucz.ca/mba530
• kuruczp_at_mala.bc.ca
• We will cover general learning concepts every
  class foundations for future learning and for
  doing real marketing management
  
• Office hours 1200-100pm Wed. Th. or by
  appointment (email me!)
  
• Doubling up of classes - Class visitor for live
  case studies Plan is for September 27th class
  only.

3
Projects

• Email the first submission, please.
• No changing of topics once you have chosen.
• Make sure you are choosing a company/product that
  is interesting to you, not just one that has a
  lot of articles on ABI Inform about it!
  

4
What message?
Important Discussion of this sign is meant as a
marketing communication learning exercise and is
not in any way intended to denigrate the value
and efforts of the group involved.
5
What Message?

• Fedex video

6
Managing teams across cultures

• Gita, Hong, and Fernando were working on a
  project together.
  
• Gita My friend Ajit says that we have to do an
  introduction for our report
  
• Hong The instructions say to do an executive
  summary, not an introduction.
  
• Fernando Lets just get the paper done! Who
  cares about those little details?
  
• The three members got very frustrated and ended
  up coming to their teacher for help. We cant
  work together. We dont agree on anything. Please
  put us on different teams.
• What should the teacher do?

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How we view our path to success

• One of the most important inner reflections we
  can do relating to our career is to understand
  our orientation to being successful in the
  world.
• By building a balanced set of abilities to
  achieve success we become well rounded
  managers. These are the managers who become
  executives.

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Quick Review...

• 4 P's is the most basic - and useful model for
  starting thinking about marketing.
  
• Marketing is changing around us. The biggest
  trend has been and continues to be the impact of
  the baby boomers world-wide.
  
• Globalization means that smart, worldly MBA's
  will have TONS of opportunities.

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Marketing Planning

• What plan should you know best?
• Your own!
• Do a simple marketing plan for the best product
  in the world Yourself.
  
• Strategy vs Tactics in your career planning?
• How would you plan to be successful in an
  environment of continuous change?
  
• Time frame for your planning?
• Your skills - what are they? 4 P's...
• What do your customers want you to be like?

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Companies...

• Have the same problems as you...
• Strategy vs Tactics Strategy costs
• Continuous change ? Marketing research
• 6 month, 1 year, 2 year, 3 year, 5 year plans
  (how long in Asia?)
  
• What are our real products? 4 Ps?
• How do you foresee customer demands?

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Who does strategic marketing planning?

• Companies, movie stars, politicians, governments,
  etc. all have strategic marketing plans.
  
• Paris Hilton vs Britney Spears vs Jennifer Lopez
  
  
• Keanu Reeves - Matrix star - 10 million 15 of
  gross receipts 30million per film !

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• Case Study Amigo Airways
• (In-class distribution)

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How would this impact Amigos marketing planning?
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What happened to Amigo?
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Theories and models that are useful in planning

• 4 P's on current product/service
• Understanding your competitors - competitive
  radar (Amigo as example)
  
• Value chain What should we do and what value
  does a customer expect?
  
• Old economy New economy
• Focus on customers, not products or processes
• Timelines, GAANT charts

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The Boston Consulting Groups Growth-Share Matrix
determines the health what to do next
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Three Intensive Growth Strategies Ansoffs
Product/Market Expansion Grid
4. Diversification
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Tonight and Next Week...

• Project
• One paragraph by Thurs. AM and two weeks until
  next submission.
  
• Consider your own success orientations and what
  you are here in the Program to learn. Plan some
  of your own learning.
  
• Consider your career plan as a strategic
  marketing plan...for yourself.
  
• Readings from Textbook