Strategic marketing planning 간단 정리

1	Environment analysis	* Micro analysis-    (1) Internal: Company competence    (2) External: Customer(=Market)/Competitor  * Macro analysis- PEST analysis (Change analysis)    - 4C Analysis: Company, Customer, Competitor, & Change    - Customer(STP), Competiton & Company competency(5 Forces framework & Industry analysis)
2	SWOT Analysis	S/W: Company, O/T: Customer, Competitor --> Thru SWOT, setting basic direction
		S-O: New biz strat, W-O: Reinforcing strat, S-T: Competiton strat, W-T: Withdrawl strat
3	Objective setting	Present Vision & Mission Vision is containing objective Objective should be SMART: Specific, Measurable, Achievable, Result oriented, Time bounded Aim to achieve quantitative objective thru marketing program such as market share, profit, ROI, timeline for achievement & target market etc; Qualitative objective also could be mentioned
4	Action plan	Based on marketing mix strategy: 4Ps(product, price, place & promotion, communication)
5	Implementation
6	Feed back
	Management Tools
	ERP
	SCM
	CRM	Customer centric, Customized marketing based on DB: MVP, MGC & BZC(Below zero customer)
	Customer analysis: STP	Segmentation & targeting --> CRM --> SFE --> SFA --> ETMS(Electronic Territory Management System)
		Positioning: Key benefits(Rational & Emotional) & Differntiation --> Differentiation by benefits --> develop communication message --> Promotion strat(Communication) amongst 4Ps --> IMC (Brand equity, brand awareness(brand recall & recognition) & Brand image) --> Total recall(TOM, Unaided & Unaided) --> Compare Brand awareness with Brand ever use --> fallout rate --> Retention rate calculation