Marketing planning : a global perspective

477 Pages·2004·5.539 MB·English

by  Svend Hollensen

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Marketing Planning:
A Global Perspective
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Marketing Planning:
A Global Perspective
Svend Hollensen

London Boston Burr Ridge, IL Dubuque, IA Madison, WI New York San Francisco
St. Louis Bangkok Bogotá Caracas Kuala Lumpur Lisbon Madrid Mexico City
Milan Montreal New Delhi Santiago Seoul Singapore Sydney Taipei Toronto
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Marketing Planning: A Global Perspective
Svend Hollensen
ISBN-13 9780077104184
ISBN-10 0-07-710418-8
Published by McGraw-Hill Education
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Printed and bound in the UK by Bell & Bain Ltd.
Published by McGraw-Hill Education (UK) Limited, an imprint of The McGraw-Hill

Companies, Inc., 1221 Avenue of the Americas, New York, NY 10020. Copyright © 2005 by
McGraw-Hill Education (UK) Limited. All rights reserved. No part of this publication may
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broadcast for distance learning.
ISBN-13 9780077104184
ISBN-10 0-07-710418-8
© 2006. Exclusive rights by The McGraw-Hill Companies, Inc. for manufacture and export.
This book cannot be re-exported from the country to which it is sold by McGraw-Hill.
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Brief table of contents
Preface
xi
Guided tour xvi
Technology to enhance learning and teaching xviii
Acknowledgements xx
About the author xxi
Part 1 Analysis
1 Introduction 3
2 Assessing the internal marketing situation 20
3 Assessing the external marketing situation 45
4 SWOT analysis 69
Part 2 Developing the marketing strategy and programme
5 Strategic market planning 88
6 The segmentation process 119

7 Marketing mix decisions I: product 153
8 Marketing mix decisions II: pricing 186
9 Marketing mix decisions III: distribution 212
10 Marketing mix decisions IV: communication 257
Part 3 Implementing and managing the marketing plan
11 Developing and managing customer relationships 304
12 Organizing and implementing the marketing plan 339
13 Budgeting and control 382
14 Ethical, social and environmental aspects of marketing planning 409
Index
436
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Detailed table of contents
Preface xi
Guided tour xvi
Technology to enhance learning and teaching xviii
Acknowledgements xx
About the author xxi
Part 1 Analysis
1 Introduction 3
1.1 Why prepare a marketing plan? 4
1.2 The main stages in developing a marketing plan 6
Summary 17
Questions for discussion 18
References 18
Case 1 Sauer-Danfoss: marketing planning in the hydraulic OEM business 19
2 Assessing the internal marketing situation 20
2.1 Introduction 21
2.2 Market Orientation View (MOV) 21
2.3 Resource Based View (RBV) 22
2.4 Market driven versus market driving 29
2.5 Major sources of competitive advantage: value and costs 31
Summary 39

Questions for discussion 40
References 40
Case 2 Häagen-Dazs:revitalizing the brand 42
3 Assessing the external marketing situation 45
3.1 Introduction 46
3.2 PEST analysis 47
3.3 Relations to actors in the industry value net 53
3.4 Analysing buying processes in the B2B market 60
Summary 61
Questions for discussion 62
References 63
Case3Toto:istheAmericanmarketreadyfortheJapanesehigh-techtoiletbrand? 64
4 SWOT analysis 69
4.1 Introduction 70
4.2 Elements of the SWOT analysis 71
4.3 Matching and converging in the SWOT matrix 72
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CONTENTS
4.4 The application of the SWOT analysis 73
4.5 Necessary analyses 74
4.6 Benefits of and barriers to conducting a SWOT analysis 75
4.7 Multilevel SWOT analyses 78
Summary 79
Questions for discussion 79
References 80
Case 4 Red Bull:the superstar of energy drinks is seeking new markets 81
Part 2 Developing the marketing strategy and programme
5 Strategic market planning 88
5.1 Introduction 89
5.2 Vision and mission statement 90
5.3 Strategic objectives 91
5.4 Estimation of the planning gap, and problem diagnosis 93
5.5 The search for strategic alternatives for closing the ‘planning gap’ 96
5.6 Strategy evaluation and selection 108
5.7 Estimating financial consequences 112
Summary 113
Questions for discussion 114
References 115
Case 5 ‘Th!nk Neighbor’:Ford’s entry into the electric car market 116
6 The segmentation process 119
6.1 Introduction 120
6.2 The benefits and underlying premises of market segmentation 120
6.3 The STP (segmentation, targeting and positioning) approach 121
6.4 Segmenting consumer markets (B2C) 123
6.5 Segmenting business markets (B2B) 130
6.6 Segmenting (screening) international markets and countries 137

6.7 Difficulties of implementing segmentation in the organization 141
Summary 143
Questions for discussion 144
References 145
Case 6 Carlsberg/BBH:planning for further market share in Eastern Europe and
Russia 146
7 Marketing mix decisions I: product 153
7.1 Introduction 154
7.2 Product mix decisions 154
7.3 Different product levels 156
7.4 Product differentiation 158
7.5 Differentiating the augmented product 159
7.6 Brand equity 162
7.7 The new product development (NPD) process 165
7.8 Brand stretching 168
Summary 173
Questions for discussion 175
References 175
viii
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CONTENTS
Case 7 Vitakraft:transforming a ‘small’ German pet food brand into a global
player 176
8 Marketing mix decisions II: pricing 186
8.1 Introduction 187
8.2 Environmental factors 188
8.3 General marketing strategy 190
8.4 Pricing objectives 191
8.5 Pricing strategy 191
8.6 Pricing tactics 200
Summary 201
Questions for discussion 202
References 203
Case 8 Braun electric toothbrushes:is it wise to offer a low-priced battery version of
Oral-B? 204
9 Marketing mix decisions III: distribution 212
9.1 Introduction 213
9.2 The role of the intermediary 213
9.3 Entry mode strategy 214
9.4 Designing and managing the channel structure 217
9.5 Global distribution channel design 225
9.6 Multiple channel strategy 233
9.7 Grey (parallel) distribution 238
9.8 Logistics 244
9.9 The internationalization of retailing 247
Summary 248
Questions for discussion 249
References 250
Case 9 Quiksilver: choosing distribution channels representing a casual lifestyle-
driven and board-riding heritage 251

10 Marketing mix decisions IV: communication 257
10.1 Introduction 258
10.2 Advertising 260
10.3 Sales promotion 266
10.4 Public relations and sponsorship 268
10.5 Internet promotion 270
10.6 Direct marketing 278
10.7 Personal selling 280
10.8 Push and pull strategies 285
10.9 Combining communications and distribution: multi-channel customer management
(MCCM) 287
Summary 294
Questions for discussion 295
References 296
Case 10 Playtex: the US conglomerate is seeking a foothold in the European lingerie
market 297
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CONTENTS
Part 3 Implementing and managing the marketing plan
11 Developing and managing customer relationships 304
11.1 Introduction 305
11.2 Loyalty 305
11.3 Satisfaction of customers and employees 308
11.4 Value: customer perception of value 310
11.5 Customer Relationship Management (CRM) 313
11.6 One-to-one marketing 316
11.7 Global Account Management (GAM) 318
11.8 Creating long-term customer value 327
Summary 331
Questions for discussion 332
References 333
Case 11 Enercon: are buyer–seller relationships relevant in the wind turbine (WT)
industry? 334
12 Organizing and implementing the marketing plan 339
12.1 Introduction 340
12.2 The process of developing the international marketing plan 340
12.3 E-marketing and its effect on the international marketing mix 340
12.4 Writing the international marketing plan document 348
12.5 Barriers impeding the implementation of marketing plans, and what to do about
them 359
12.6 Organization structures for international marketing efforts 362
12.7 The role of internal marketing 368
Summary 370
Questions for discussion 371
References 372
Case 12 Bob Martin Company: the UK’s leading brand name for pet healthcare is
seeking a foothold in Japan 373
13 Budgeting and control 382
13.1 Introduction 383
13.2 Marketing productivity and economic results 383
13.3 Marketing budgeting 389
13.4 Controlling the marketing programme 399
Summary 400
Questions for discussion 400
References 401
Case 13 Jordan Toothbrushes: developing an international marketing control and
budget system 402
14 Ethical, social and environmental aspects of marketing planning 409
14.1 Introduction 410
14.2 Ethics 410
14.3 Social marketing 414
14.4 Environmental/green issues 418
Summary 423
Questions for discussion 424
References 425
Case 14 Body Shop: is it an ‘ethical’ company? 426
Index 436
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