STRATEGIC MARKETING

STRATEGIC MARKETINGThis appellative is gener all(a) in ally based on surpassings 2010. On 6th July 2005, the International Olympic military commission (IOC) announced that capital of the United Kingdom would congregation the (The capital of the United Kingdom 2012 Olympics, Bob DigbyCommunity Geographer, and geographical Association)2012 Olympics It was chosen to be held in London Stratford, Newham. This is a sports competition which all the people in the world celebrating. To become an Olympic champion the athletes in all around the world together in wholeness urban center challenging each one in range of games. Games argon believably to be held on end of July 2012.TASK1IntroductionIn this task I do investigate planning principles and foodstuffing planning swear out of 2012 Olympics. mature the strategic foodstuffing plan.The selling planning principles and processThe most introductory commercial messageizeing principles (According to kotler (1980) ar applied to cli ent point of reference to neck what goals gathering flat, believe, and do. The course of act begins with merchandiseing research to come across market segment and potential adopts, desires, attempt, concerns, performance. Then settle on the target market be able to influence and satisfied. Then use 4ps to power on to the market. The4ps atomic number 18 harvesting, scathe, place and promotion. As well as the marketing mix. The marketing principles too revolve around the customer. The principle is getting the customer the chasten serves and goods in the right time. The principles also place emphasis on customer social occasion and well as integration or involvement of staff in all marketing decision making. To get this right, the process has to be taken into consideration.The marketing planning process (marketing principles and practice)Where are we instanter?Where do want to be?How do we get there?Which flair is the trump?How do we ensure safeguard arrival?Where are w e now?To complete the marketing research and collecting the past data somewhat the nonplus is the first step. And also allow to analyse this information and lay that to future plan.This process cares toconsider the financial and trade environment get a duct prove status in the marketplace and main sides of sales.Come crossways at the strengths and weakness of the company.To analyse the existing circumstances affirm to lend out situational analysis. get up analysis of 2012 Olympics. tog upS stand for- strengths and weakness as associate to opportunities and threats.STRENGTHS-Quality and a well highly regarded construction of conducting the project.Sir Robert Mc alpine is one of the construction firms on the london2012 project. Be hunting expedition this company is an icon in the in a building construction sector in UKThe West Midlands is geographically and economically well-placed for the London 2012 Olympic Games.Weakness tradeing techniques not superior. need to improv e innovativeborn marketing techniques to customers in the beginning, during and after the Olympic.Staffing and management problemsOpportunitiesEncouraging youngish people to sports.The peace apprise be developed.Enhance the tourism of UK.Threats tribute measure of people- Dr peter Rayon the adviser of London Olympic 2012 added superfluous squad for get by bomb management and VIP, Athletics security.Current financial circumstancesWhere do we want to be?After identifying strengths, weakness, opportunities and threats of London 2012 project and made assumptions well-nigh outside factors that whitethorn affect to the project entertain to set up the marketing objectives.The objectives are what we want to achieve to complete the task. This is the first operation of entire process of preparing a marketing plan.Objectives of London 2012Care for lands mantle without any changesTo make sure to give safe games for london2012 the Olympic geological formation committee work in part nership with police, government, public authorities and security companies.Ensure best personal safeness before and during Olympic competition.The goals of london2012The military control and usage increaseIn the education sector skills and desires.Enhanced health and divulge life.Superior environment (Sources)Better communicationThe mission of london2012Source IOC website (2005) kick Statement.The Olympics should bear Sustainable environmental legacies, such as Rehabilitated and revitalized sites, change magnitude environmental awareness, better environmental policies and practices,The vision of London 2012The vision of london2012 is a great change in antithetical areas by the power of games. such as changes in peoples persists, sports. And also motivates the people to go head on their lives through the sports.(c)How do we get there? (How to write a marketing plan by john Westwood)StrategiesThe marketing strategies are the broad methods selected to procure exact objecti ves. There are different character references of strategiesDefensive strategy underdeveloped strategyAttacking strategyFirst look at the type of strategies that available is to use a matrix that was developed by Ansoff.Market sharpness-Worldwide market penetration-The International Olympic Committee was leap to purpose the games event to China.Global sponsors -Consumer products giant Procter Gamble has signed up as a global Olympics sponsor.Product developmentOlympic park get well plan (designbuit-network.com)-In 2006 January (ODA) was workout the master pan of Olympics.Olympic Games willing provide local tourism business for both to new visitors from overseas and regional travellers.Market development ((gamesmonitor.org)New report predicts that the value of the UK CCTV market will increase by 10 per cent by 2012. investing opportunities to fabricate Olympic named products and run. E.g. Olympic t-shirts , mugs, cups, hats, toysDiversificationLondon 2012 Business profitsThe Network component 1) Vital information for West Midlands business 2) irresistiblebusiness eventsThe expansion of new clean tech industries and former(a) strengths in artistic industries, media, logistics, and tourism.(d)Which is the possible meaning?TacticsTactics are inherent the particulars of entity path of achievement that will be followed on a free-and-easy basis.Once developed the marketing strategy, there is a Seven PFormula should apply to constantly assess and revaluate Business activities.The seven PsProductPricePromotionplaceprocessphysical registerPeopleProductCompare to the other competitors offer be transcendence deal.E.g.-New website accedes including verity of facilities and opportunitiesDevelopment of Olympic parkPriceThe rag footings have been announced. Tickets are available from 20. Also special prices offered to young people, seniors crossways all Olympic sports. In this subject field from the cheapest price to higher price tickets are available accord ing to customers needs.PromotionTo promote London 2012 and pull back the people on that specially designed ticket draw was introduced. commitLocal people and visitors are making improvement works that have taken place along The Greenway, for the Olympic commons to Victoria jet and West Ham Station. East London is being developed with all the facilities and attractiveness.PeopleTo this huge project education sectors, business sectors, cultural organisations, charity, put ups are involving to this. And all the range of customers is target in all around the world.(e)How do we ensure safety arrival?Control measuresThe ODA has resolute to clear its construct manage utility via a excogitationningCommittee.This manuscript provides direction for the ascendence of the ODAs dos biased the Planning Committee, particularly to releaseOf the expansion manage. intro decisions on preparation applicationPrepare and submitting planning reports to the Planning CommitteeOffer planning advice to the team.The strategic planOverall strategic notionGuidelines strategical objectivesStrategic principlesStrategic phaseDevelop of Olympic facilitiesPrinciples and locationsPlan and design Olympic greenTotal reflection for Olympic games environment developmentPollution controlEnvironment developmentTransport developmentInformation and technology developmentSocial environment development cultural environmentHealth care and securityLegal environmentStrategic supportSpeedup economic developmentAdvance development new technologyDevelop human recourse managementOlympic fill planAction plan proposalStrategic conception plump taskSupport measuresTransport constructionGuide lines/ objectivesTransport (urban) calling managementTraffic support systemTraffic organisation zip fastener developmentProposalsMix and readjustmentClean energy projectsEnvironment protective coverpresent statesguidelines/ objectivesprevent/ control pollutionmange assure measuretask1 (b) here I am deprivation to disc uss the SWOT management brutes that could help to analysis the current 2012 environment with reference to marketing.The SWOT management toolsSWOT analysis is for Strengths, Weaknesses, Opportunities, and Threats.A SWOT analysis is a planning tool apply to understand the Strengths, Weaknesses, Opportunities, and Threats involved in a project or in a business. It involves stating the objective of the business or project and identifying the intragroup and external factors that are either supportive or unfavorable to achieving that objective. SWOT is often used as part of a strategic or business planning process, but can be useful in understanding an organization or situation and decision-making for all sorts of situations. subjective factors The strengths and weaknessesTo identify the strengths and weakness have to audit 7ps, 7s, ans5mExternal factors The opportunities and threatsTo identify the external factors have to cover PEST analysis.A SWOT analysis can be used a method of s ales distributiona business ideaa strategic option, such as entering a new market orlaunching a new productSWOT ANALYSISINTERNALEXTERNALSTRENGTHS- recourses and capabilities can be used for competitive advantagee.g.-strong trade name namesWEAKNESS- absence of certain strengthsE.g.-weak brand nameOPPURTUNITIES- external environment analysis can reveal opportunities for growth. E.g. unrealised customer needsTHRETS-changes in external environmente.g. new regulations endure be identified strengths and weakness in the current environment when we do the SWOT analysis. So after that whatever the weakness we can transfigure for strengths. And also we can match opportunities and strengths and supply best service for London 2012PEST ANALYSISWhat is PEST Analysis?Organization considers PEST before and beginning the marketing process. After that environmental analysis should be sustained and feed all aspects of planning.The entire Marketing environment is made of1. Internal environment e.g. staff2. micro-environment e.g. our external customers3. macro-environment e.g., Economic forcespolitical factors.Stabilitygovernments insurance policy on the economygovernment view on culture and trustTerrorism influence in traffic Activities and it will boost need for crisis and business stability.Economic Factors.Consider the state of a trading economy.1. intimacy grade.2. The level of inflation Employment level per capita.e.gGlobal contest may persist to boost over the next 5 years.London 2012 Olympics madcap venture.Drive to reduce costs.Social cultural FactorsIn this case have to considerthe roles of men and women in societythe populationcustomer thoroughgoing rights and responsibilitiesTechnological Factors.It is a competitive advantage, and huge driver of globalization.Cheap and supper exemplification of qualityDistribution change of technological development. e.g. books via the InternetTechnical improvements to visit down exhaust waste.Potters fiveA business has to understand the kinetics of its industries and markets in order to compete effectively in the marketplace. Porter (1980a) defined the forces which drive competition, contending that the competitive environment is created by the interaction of five different forces acting on a business.competition amid suppliersThreat of new market entrantBargaining power of buyersPower of suppliersThreat of substitute products confinement 2IntroductionIn this task i am going to discuss the market strategy options available and benefits and limitations.THE MARKET STRATEGY OPTIONSA marketing strategy is the outcome of decisions being made a nonindulgent product or service promote to its aim customers.In this case i do presentAnsoff growth matrix- four strategiesMarket penetrationPenetration pricinginsistent advertisingTraditional industries. Memorial souvenir, white goods which benefit from the Olympic boom.Market developmentTargeting new customersThe new website has been developed to keep you up to date with our product development. It includes-NewsTechnicalengineeringProductsFuture Website DevelopmentOn-Line facilitiesProduct developmentProduct line stretchIntroducing new lineoffensive new product with new sectorThe Sponsorship Programme with five-year calendar of events and opportunities.Diversification-Advantage of diversification is even one side of business go through bad situation, the other may not be affected.Marketing mixMarketing mix is displace the right product in the right place, at the right price, at the right time.American author, Philip Kotler prefers the 4 Cs.He suggests that the 4 Ps are a sellers mix or sales orientated approach and it so should be replaced by the 4 Cs which are more customer orientated, or marketing orientated.It is made up ofCustomer needs and wants (the resembling of product),Cost (price),Convenience (place) andCommunication (promotion).1960 by E J McCarthy.The 4Ps areProduct / ServicePlacePricePromotionProduct/ServiceHave to cons ider what the Customer needs from the product or service are and Features that needs.Then look at the place. The easy places to customers can win this product or service and access the right distribution convey?After this, what is the price as they want and What is the value of the product or service Are there established price points for products or services in this area and What discounts should be offered to trade customers, and also compare the price with competitors.Then think about the Promotion. In this case competitors promotions and how that influence to our promotional activity does all those have to consider.When consider the Olympic 2012 in London, when we do practical the marketing strategic options the marketing mix has allots of benefits and also varies limitations.Because of London 2012 the construction sector, business economic sectors, education sectors capture systems, like that allots of sides on UK is being developing. But because of the security reasons like terrorism and pollution, environment apology there are some limitations have to consider with all the strategic options. This project pushes the country through the development of new technology such as giant assorts and environment protection like green scheme. line 2 (b)The run a risk holderStakeholders are anybody who might directly be affected and influence on London 2012 OlympicMain stake holders of London 2012British associationThe BOA is completely dependent and commercial sponsorship who support for GB.DCMSResponsible for the London Olympic Games and Paralympics Games and works closely with other key stakeholders THE MAIOR OF LONDONThe Mayor of London is Co-Chair of the Olympic Board, which oversees the 2012 project.Olympic Park Legacy CompanyAfter the London 2012 Games this company is responsible for the semipermanent planning, development, management and maintenance of the Olympic Park.Secondary stake holdersMediaTFLSchoolsPolice/ forcesCustomerssponsorsStakeholders ar e analysis according to their power and evoke of the organization.There are four types of stakeholdersKeep Satisfied -high power /low interestEngage almost and Influence Actively- high power/ high interestMonitor (minimum effort) imprint power low interestKeep Informed-low power / high interestIt is most-valuable to involve stake holder to marketing decisions be cause some types of planning purpose will need to comprise a report of participation to show stakeholder conversation in move earlier of the submission of the planning application. And some projects, like business planning occupy stakeholder participation and wider communal liability. Key stakeholders are directly influence and important to the success of the project. occupation 3(a) current changesThe pest analysis of London 2012Political-Political factors are mostly including government legislation forcing businesses.The Olympic Games are oft under attack by terrorist groups.Sports events are mostly developed and imp roved in education sector.The cost of Olympics budget may affect to present government stability.Economical-Economic services consist of effects of increase, interest rates and exchange rates.Present financial dip can be a pressure to the government.Over budgeting of the projectHard to cover the Skills gapSocial-In the schools increasing participation in sportCommunity Development such as charity organizations, volunteer work forces.Technological-Technology is changing speedily. Depending on market, technology can be change.For London Olympics giant screens are best example for that people can watch the Olympic in live where ever the country when screens are available.On line people can do investments and develop the business through the new web site. designate 3 (b) how respondFor all these changes planning committee and project team has to respond to reach their goal.So they.Have to consider with health and safety rules and regulations and follow them accurately for safeness of th e people.The datas of the project and employees and all the people who involve to the project must be protectedAnd the mean time have to provide best opportunity to the people.For technological changes if there any skills gap have to make use from another countries. It may be very expensive.Task 3 (c) the functional areas may developHr earnestmediatransportHRIn the hr sector have to clarify the present job opportunities. And to get maximum out come from human recourse. And also by minimise the number of jobs and cover the budget of the project.School students projects and volunteer workers projects and also awarding systems can be introduced next 3 years.SecurityFor security purpose high tech speed cameras can be fixed.Train a special secret security team with special hidden cameras and mike that no one can recognise.MediaGiant screenNew websiteSpecial magazinesTransportDevelopment of roads, highwaysSpecial buses, fights, trains for London 2012