AboutLeo Lingham Expertise In Managing a business, I can cover all aspects of running
a business--business planning, business development, business auditing, business communication, operation management, human
resources management , training, etc.
Experience 18 years of working management experience covering such areas
as business planning, business development, strategic planning,
marketing, management services, personnel administration.
PLUS
24 years of management consulting which includes business planning, strategic planning, marketing, product management, training, business coaching etc.
Question write an agenda for a meeting with the purpose of formulating next year'smarketing plan for a brand of disigner clothing for men/women/ also write a brief minutes of the meeting, imagining and summing up the proceedings.
Answer SUNITI,
HERE IS SOME USEFUL MATERIAL.
REGARDS
LEO LINGHAM
==========================================
SUB: MINUTES OF THE MARKETING MANAGING COMMITTEE MEETING
HELD ON XXXXX.
PRESENT AT THE MEETINGS: MARKETING MANAGEMENT COMMITTEE
MEMBERS
CEO
VICE PRESIDENT MARKETING
VICE PRESIDENT SALES
VICE PRESIDENT FINANCE
MARKETING DIRECTOR
SALES DIRECTOR
NATIONAL MARKETING MANAGER
NATIONAL SALES MANAGER
NATIONAL DISTRIBUTION MANAGER
MARKETING RESEARCH MANAGER
NATIONAL SALES PROMOTION MANAGER.
NATIONAL ADVERTISING MANAGER
NATIONAL PR MANAGER
GROUP PRODUCT MANAGERS.
ADVISORY COMMITTEE MEMBERS:
MARKETING CONSULTANT
PRODUCT DEVELOPMENT CONSULTANT
AGENDA:
1.REVIEW THE CURRENT SITUATION OF SALES AND MARKETING.
2.DETERMINE THE STRENGTHS/ WEAKNESSES.
3.REVIEW / ANALYSE THE ECONOMY/BUSINESS/MARKET.
4.IDENTIFY THE OPPORTUNITIES / THREATS.
5.DEVELOP CORPORATE MARKETING OBJECTIVES.
6.DEVELOP CORPORATE MARKETING STRATEGIES.
7.DEVELOP CORPORATE SALES GUIDELINES.
8.DEVELOP CORPORATE DISTRIBUTION GUIDELINES.
9.DEVELOP THE PRODUCT DEVELOPMENT GUIDELINES.
10. DEVELOP THE PRICING GUIDELINES.
----------------------------------------------------------------------------------------------------------------
THE COMMITTEE MEMBERS DISCUSSED VARIOUS ISSUES
AND AGREED TO THE FOLLOWING RESOLUTIONS UNANIMOUSLY.
ISSUES DISCUSSED.
Current Situation - MACROENVIRONMENT
economy
legal
government
technology
ecological
sociocultural
supply chain
Current Situation - MARKET ANALYSIS
market definition
market size
market segmentation
industry structure and strategic groupings
Porter 5 forces analysis
competition and market share
competitors'strengths/ weaknesses
market trends
Current Situation - Consumer Analysis
nature of the buying decision
participants
demographics
psychographics
buyer motivation and expectations
loyalty segments
Current Situation - Internal
company resources
financial
people
time
skills
objectives
mission statement and vision statement
corporate objectives
financial objective
marketing objectives
long term objectives
corporate culture
Summary of Situation Analysis
external threats
external opportunities
internal strengths
internal weaknesses
key success factors in the industry
our sustainable competitive advantage
MARKETING RESEARCH
information requirements
research methodology
research results
Marketing Strategy - tPRODUCT
PRODUCT MIX
product strengths and weaknesses
PERCEPTUAL MAPPING
PRODUCT LIFE CYCLE MANAGEMENT/ NEW PRODUCT DEVELOPMENT
BRAND, brand image, and BRAND-EQUITY
the AUGMENTED PRODUCT
product PORTFOLIO analysis
B C G ANALYSIS
CONTRIBUTION MARGIN ANALYSIS
GE MULTI FACTORAL ANALYSIS
QUALITY FUNCTION DEPLOYMENT
Marketing Strategy - MARKET SHAREobjectives
by products,
by customer segments,
by geographical markets
Marketing Strategy - PRICE
PRICING OBJECTIVES
pricing method (eg.: cost plus, demand based, or competitor indexing)
pricing strategy (eg.: skimming, or penetration)
DISCOUNTS AND ALLOWANCES
PRICE ELASCITY and customer sensitivity
PRICE ZONING
BREAK EVEN ANALYSIS at various prices
Marketing Strategy - PROMOTIONS
promotional goals
promotional mix
ADVERTISING reach, frequency, flights, theme, and media
SALES FORCE requirements, techniques, and management
SALES PROMOTIONS
PUBLICITY and PUBLIC RELATIONS
electronic promotion (eg.:WEBSITE or TELEPHONE)
Marketing Strategy - DISTRIBUTION
geographical coverage
distribution channels
physical distribution and logistics
electronic distribution
Implementation
personnel requirements
assign responsibilities
give INCENTIVES
training on selling methods
financial requirements
MANAGEMENT INFORMATION SYSTEMS requirements
month-by-month agenda
PERT or CRITICAL analysis
monitoring results and benchmarks
adjustment mechanism
contingencies (What if's)
Financial Summary
assumptions
pro-forma monthly income statement
CONTRIBUTION ANALYSIS
breakeven analysis
MONTE CARLO METHOD
Scenarios
Prediction of Future Scenarios
Plan of Action for each Scenario
=====================================================
DECISIONS TAKEN
GENERAL
1.ECONOMY
-the economy is estimated to grow at the rate of [5-6] growth.
2.GOVERNMENT
-the government will introduce some reforms to help the
business to grow.
3.SOCIO-DEMOGRAPHIC
-the middle class will growth will accelerate.
4.TECHNOLOGY
-there will be opportunities to introduce technology in business
for improvements.
========================================
MARKET
1.MARKET GROWTH RATE
-the market for our products is estimated to grow by 8%.
2.MARKET SIZE
-the market potential for our products in the next 12 months will be 2.0 billion dollars.
3.MARKET SEGMENT
-we will focus on the ''middle class working people'' / children.
4.COMPETITION
-the competition will be challenging/ aggressive
with 3 new entrants into the market.
5.MARKET SHARE.
-our market share was 12.5% and we will target 15% market share.
=======================================
OUR OBJECTIVES
1.MARKET
-to achieve the market share of 15%.
2.SALES
-to achieve a sales volume of 300mill dollars
-to increase the geographical market coverage by 30%.
3.GROSS PROFIT
-to achieve 28% gross profit on the product sales.
4.PRODUCT
-to introduce 3 new products in the first 5 months of the year
and achieve a sales volume for new products = 20 mill dollars.
======================================
MARKETING RESEARCH
-use IT information extensively in marketing.
-conduct marketing research whenever required.
PRODUCT MANAGEMENT
-keep track of the following
PRODUCT MIX
product strengths and weaknesses
PERCEPTUAL MAPPING
PRODUCT LIFE CYCLE MANAGEMENT/ NEW PRODUCT DEVELOPMENT
BRAND, brand image, and BRAND-EQUITY
the AUGMENTED PRODUCT
product PORTFOLIO analysis
CONTRIBUTION MARGIN ANALYSIS
QUALITY FUNCTION DEPLOYMENT
Marketing Strategy - MARKET SHARE objectives
by products,
by customer segments,
by geographical markets
Marketing Strategy - PRICE
PRICING OBJECTIVES
pricing method (eg.: cost plus, demand based, or competitor indexing)
pricing strategy (eg.: skimming, or penetration)
DISCOUNTS AND ALLOWANCES
PRICE ELASCITY and customer sensitivity
PRICE ZONING
BREAK EVEN ANALYSIS at various prices
NATIONAL MARKETING
to keep track of the following
Marketing Strategy - PROMOTIONS
promotional goals
promotional mix
ADVERTISING reach, frequency, flights, theme, and media
SALES FORCE requirements, techniques, and management
SALES PROMOTIONS
PUBLICITY and PUBLIC RELATIONS
electronic promotion (eg.:WEBSITE or TELEPHONE)
Marketing Strategy - DISTRIBUTION
geographical coverage
distribution channels
physical distribution and logistics
electronic distribution
Implementation
personnel requirements
assign responsibilities
give INCENTIVES
training on selling methods
financial requirements
MANAGEMENT INFORMATION SYSTEMS requirements
month-by-month agenda
PERT or CRITICAL analysis
monitoring results and benchmarks
adjustment mechanism
contingencies (What if's)
Financial Summary
pro-forma monthly income statement
CONTRIBUTION ANALYSIS
breakeven analysis
===============================================
@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@@
THE MARKETING MANAGEMENT COMMITTEE REQUESTED
THE VICE PRESIDENT/ MARKETING DIRECTOR/ NATIONAL MARKETING MANAGER
TO DEVELOP THE FULL-FLEDGED MARKETING PLAN
AND PRESENT IT TO THE COMMITTEE.
OUTLINE OF STRATEGIC MARKETING PLANNING PROCESS.
