1. zza
Put another way:
1. Situation Analysis
o Corporate Capabilities and Culture
o Customer Analysis
o Competitive Analysis
o Collaborators
o Macro Issues
o SWOT Analysis
o Objectives
o Alternative Strategies
2. Action Plans
o Evaluation and Recommendations
o Marketing Mix Elements (Product, Price, Promotion, Place)
3. Implementation and Evaluation
o Forecasting and Budgeting
o Measures of Effectiveness
Discuss Can Priceline Remain Profitable wrt strategic planning issues.
Identify the four Cs: Customer, collaborator, competition and company
Consider past and future growth strategies
Consider the four Ps: Price, Product, Promotion and Place.
Business Markets
More sales by value in B2B than B2C.
Purchase for:
o Production
o Resale
o Redistribution
o MRO (Maintenance, Repair and Operations) 80% business purchases versus ...
In order to:
o Increase Sales
o Cut Costs
o Meet Social and Legal Requirements
Customers are:
o Businesses for Profit
o Non-Profits
o Governments
Characteristics of Business Customers:
o Risk Averse
o Knowledgeable
o Price-oriented
o Fewer and Larger
o Nature of Demand (Derived, Inelastic, Fluctuating)
o Purchase versus Lease
Buying Process consists of:
o Problem Recognition
o General Need Description
o Product Specification
o Supplier Search
o Proposal Solicitation
o Supplier Selection
o Order Routine Specification
o Performance Review
Modified depending on whether: Straight rebuy, Modified rebuy or New task.
Contrast this with the Consumer buying process?
Who makes the purchasing decision ...