• Explain the importance of marketing in organizational success. • Describe the elements of the marketing mix. • Explain the importance of the marketing mix in the development of marketing strategy and tactics. • Create a marketing plan. • Identify quantifiable elements that can be used to evaluate, monitor, and control marketing effectiveness.
SWOTT Analysis For Scents & Things to perform a SWOTT Analysis, the company has to answer the following questions about the company’s strengths; the advantages, resources, strengths in the market, and what does the organization do better than the competition. When the organization reviews its strengths this should be done from an internal and external perspective, assessing the customer’s views and incorporating the competitions. Once the strengths are found for the
Classify factors in the external marketing environment as either opportunities or threats as well as interpret internal company factors to create a SWOT analysis. 4. Apply marketing principles through the oral and written analysis of cases. 5. Examine issues that impact a company’s choice of marketing strategies, such as different market positions or stages of the product life cycle.
The outflows of a business will be discussedfurther and how to control the risks that areinvolvedwith different areas. The controls that will be addressed will involve the areas of purchasing, accounts payable, cash disbursements, finance, investments, and payroll. Each area will consider the different transactions that take place and how internal controls can assist in reducing fraud and poor decision making. Purchasing The purchasing department in a company allows a certain amount of power to the employees whowork in that department. Controls need to be in place to prevent fraud and error from occurring.
After evaluating the different modes of feedback, the responsibility of marketing managers is to make the appropriate decision to best position the organization to meet the constantly changing needs and wants of consumers. Marketing managers use different tools like sales, costs and performance analyses to make the appropriate decisions and changes to everything from the Marketing Mix to compensation of sales reps to the organizations marketing budget to best meet the needs and wants of its target market. Additionally, control consists of adapting prior plans and decisions to meet the goals and objectives of the organization for the future. This is even implied to anticipate the future goals of the organization and the products and/or services it will offer in the future to maintain or improve its competitive advantage over the competition. 7.
Internal and external customers provide business with information about how their products are used, new opportunities for their business, trouble-shoot issues with their product, and organise workloads. Operational plans include customer service processes and product development. These plans include: * Understanding customer needs (internal/external – current/future) * Expectations of Customers * Research results -target markets , sampling and profiling, market segmentation, needs * Collection and analysis of information collected Customer needs can continually change being influenced by the economy, social and political events, trends and movements. Organisations use change management practises to pre-empt changes wherever possible, and also to be ready for change. To do this, organisations need to be aware of the following: * Identify what customers are buying and what benefits they purchase * Understand why customers will or do purchase * Know when customers are likely to buy By knowing the customer, organisations can plan to meet their needs.
Marketing Audit Approach. A Marketing Audit is a comprehensive, systematic, independent, and periodic analysis that a company uses to examine its position in relation to its current and potential market(s). A marketing audit may also exhibit weaknesses and recognize opportunities to improve an organization marketing activities in selling products and services. A Marketing Audit will help a company to position products and services for optimum sales, evaluate the competitive environment, identify problems with marketing efforts, evaluate pricing strategy, and implement cost-effective marketing strategies and tactics. An effective marketing audit takes into consideration the general business environment and the general market environment.
A massive layoff by a business decreases the business’s expenses because they will have fewer employees on the payroll. The business will also have less production and may have less income as a result. A household is affected by a layoff because an entire income is lost. When a household loses an income, spending is decreased to compensate for that loss. Businesses also suffer when massive layoffs occur.
“SWOT is an acronym for the internal Strengths and Weaknesses of a firm and the environmental Opportunities and Threats facing that firm. SWOT analysis is a historically popular technique through which managers create a quick overview of a company’s strategic situation. Value chain analysis views a firm as a “chain” or sequential process of value-creating activities. The sum of all of these activities represents the “value” the firm exists to provide its customers. The resource-based view (RBV) of a firm is another important framework for conducting internal analysis” (Pearce, Robinson, 2011).
In this type of decision making process, the various types of constraints that affect the decision are financial, legal, market, human, and organizational. Each of these constraints potentially can affect another, which in turn affects the organization. Another technique used to assist in the simulation was Pareto Analysis. In this technique the team was able to prioritize the possible changes by identifying the problems that would be resolved once the changes were implemented. Proposing a new variable pay scale, will affect how the employees are performing, sales, profitability, attrition, as well as the overall well-being of the store.