BM603 1 16

2 :
(Marketing) (Management)

(Marketing):
2

(buyer) (Seller)

2


(Communication)
/

(bather trade)
2
(product
value) (price delivery)

(Place and Distribution)

(Promotion : Integrated Marketing Communication
(IMC)
4
4Ps: product, price, place, promotion

(pure competitive market)
4


.

 BM603 2 16
7Ps (product, price, place,
promotion, people, process and physical evident)
Michael E. Porter


8 productivity 8Ps
(Management)

(planning)


(Marketing
Management)

(4Ps:7Ps:8Ps)


(Marketing Management
Process)
1.

(SWOT Analysis)
a.

(Internal
Environment) 4Ps:7Ps:8Ps
+BCG Model+
PLC (Product life Cycle)

 BM603 3 16
b.

(External
Environment) : Social, Technology,
Economic, Political (STEP), 5 Force Model
( Industry competitor, New Entrant, Supplier,
Substitution Goods/Product, Customer)

2.

(Segmentation, Targeting,
Positioning: STP Analysis)

3.

(Marketing Objective)
a.

PLC

b.

BCG : Hold, Build,

Harvest or Divest)

c.

(Marketing share)
Leader, Challenger, Follower and Nicher

4.

(Marketing Strategy)
a. Product, Price, Place, Promotions strategy

 BM603 4 16
5.

grant chart

(Action plan)

6.

(Marketing monitor
and evaluation)

7.

(Feedback for improvement)

Boston Consultant Group : BCG Model

SWOT, TOWs Metrix

BCG Metrix


(Relative Marketing Share)

X
(Industry/Market Growth Rate)
Y

BCG Matrix
.

 BM603 5 16

(Segmentation, Targeting,
Positioning: STP)

(Segmentation)

1.

a. (Majority/Primary target)

20 (Market
Potential)
b. (Minority/Secondary target)

80

 BM603 6 16

2.

(
)
4

2.1.

Demographic

(Unisex)


segment
(For Men)

2.2.

(Geography)

 BM603 7 16

.



MT

2.3.

(Psychographic)

(Lifestyle) AIO

2.4.

(Behavior)

1.

(Product Strategy)

1.

 BM603 8 16
: :leader , challenger,
follower, niche market
2.

BCG Model

Matrix

:
Question Mark, Star, Cash cow and Dog.

3.

(Product
life cycle: PLC)

: Introduction,
Growth, Maturity and Decline stage

4.

2 Tangible product (goods)

Intangible
product (goods)

4Ps

 BM603 9 16

7Ps (+ people, process, physical

evidence)
8Ps (+
Productivity)
5.

4

(convenient goods)

(Shopping goods)

(Specialty goods)
(Unsought
goods) PLC

6.

2
(Durable product) (Non-durable
product)
4
(Machine)
(Material) / (Equipment)
(Maintain)

 BM603 10 16

7.

Brand name, Logo, Slogan

(Loyalty)

2.

(Pricing strategy)

1.

(money) (labor)
(bother trade) (idea
bother trade)

 BM603 11 16
2.

(profit) = ( Sales Revenue)
(Total cost)

3.

(production cost)

(management
cost)

(marketing cost:


/

(end user) /

 BM603 12 16
5
(advertising)
(sales promotion)
(sales force or personal selling)
(public relation)
(direct marketing)
4

1.
2.
3.
4.

(Break even point)
=

FC

 BM603 13 16
(/-)

: GEN X
GEN X

(targeting)
5 2
2 3

8




(Shampoo 4 Men) 70
3

10 6

80 6 6

100

 BM603 14 16
1.

10 150 . 700 .

42
modern trade

2.

3.

6 5

4.

1

5.

Modern trade

45
5

 BM603 15 16
6.

5
2.4 100

1.

/
2.

3 5


(
IRR)

3 6
6

10

42

80% 6

150

.
700.
150. 700.

70% 6 10
3

%
6
100
% 0.07
/. 0.06
/.

=?
=?

BM603 16 16

5
2

350000
.00

385000

280000

154000 819000

4550

136500

273000

140000
.00

154000

112000

61600 327600

1820

54600

109200

448000

2464001310400

7280

218400

140000
.00

210000
.00
560000
.00

1400000

.00

154000

231000
616000

1540000

112000

168000

1120000

61600 327600

92400 491400

1820

2730

6160003276000 18200

VC

10

42
PR

150

.
700.
150. 700. =?
0.07
/. 0.06
/.

= ?
=?

54600

81900

546000

Cr

3%1% n=45

5
I = 5%

109200

163800
436800

1092000

Break IRR
Even
Point
: FC
150. 700. BEP
5K
24K
(Profit
/Unit
)
Fc
FC= 100M

273000
109200
109200
163800

436800
1092000

VC