STRATEGIC MARKETING

STRATEGIC MARKETINGThis assignment is gener exclusivelyy based on exceedings 2010. On 6th July 2005, the International Olympic mission (IOC) announced that capital of the United Kingdom would faithful the (The capital of the United Kingdom 2012 Olympics, Bob DigbyCommunity Geographer, and Geographical Association)2012 Olympics It was chosen to be held in capital of the United Kingdom Stratford, Newham. This is a sports competition which all told the people in the world celebrating. To become an Olympic champion the athletes in all around the world together in angiotensin-converting enzyme city challenging each one in range of games. Games argon standardisedly to be held on end of July 2012.TASK1IntroductionIn this task I do investigate planning principles and marketing planning work out of 2012 Olympics. break up the strategic marketing plan.The marketing planning principles and processThe most basic marketing principles (According to kotler (1980) ar applied to customer po int of reference to recognize what goals accumulation now, believe, and do. The course of act begins with marketing research to identify market segment and potential needs, desires, attempt, concerns, performance. Then settle on the target market be equal to influence and satisfied. Then use 4ps to male monarch on to the market. The4ps be product, price, place and promotion. As well as the marketing mix. The marketing principles also revolve around the customer. The principle is getting the customer the right services and goods in the right time. The principles also place emphasis on customer ingestment 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 now?Where do want to be?How do we get there?Which way is the best?How do we ensure safety arrival?Where are we now?To complete the marketing research and collecting the past data about the project is the first step. And also bewilder to analyse this instruction and perplex that to future plan.This process helps toconsider the financial and trade environmentConsider present status in the marketplace and main sides of sales.Come across at the strengths and weakness of the company.To analyse the existing circumstances stick to carry out situational analysis. hit the books analysis of 2012 Olympics. rig outS stand for- strengths and weakness as related to opportunities and threats.STRENGTHS-Quality and a well steeply regarded anatomical structure of conducting the project.Sir Robert Mc Alpine is one of the construction firms on the london2012 project. Because this company is an icon in the in a building construction arena in UKThe West Midlands is geographically and scotchally well-placed for the London 2012 Olympic Games.Weakness marketplaceing techniques not superior. Need to improve new marketing techniques to customers before , during and afterwards the Olympic.Staffing and oversight problemsOpportunitiesEncouraging young people to sports.The peace can be developed.Enhance the tourism of UK.ThreatsSecurity of people- Dr peter Rayon the adviser of London Olympic 2012 added supererogatory team for supervise 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 make assumptions about outside factors that may affect to the project corroborate to set up the marketing objectives.The objectives are what we want to achieve to complete the task. This is the first doing of unblemished process of preparing a marketing plan.Objectives of London 2012Care for lands cape without any changesTo make sure to give safe games for london2012 the Olympic organisation delegation work in partnership with police, government, public authorities and security companies.Ensure best personal sa feness before and during Olympic competition.The goals of london2012The logical argument and employment developmentIn the education sector skills and desires.Enhanced health and better life.Superior environment (Sources)Better communicationThe mission of london2012Source IOC website (2005) Mission Statement.The Olympics should provide Sustainable environmental legacies, such as Rehabilitated and revitalized sites, increased environmental awareness, change environmental policies and practices,The vision of London 2012The vision of london2012 is a great change in unlike areas by the power of games. Such as changes in peoples lives, sports. And also motivates the people to go head on their lives through the sports.(c)How do we get there? (How to keep a marketing plan by john Westwood)StrategiesThe marketing strategies are the broad methods selected to accomplish exact objectives. There are different types of strategiesDefensive schemeDeveloping strategyAttacking strategyFirst look at the type of strategies that unattached is to use a matrix that was developed by Ansoff.Market penetration-Worldwide market penetration-The International Olympic Committee was leap to propose the games event to China.Global sponsors -Consumer products giant Procter Gamble has signed up as a global Olympics sponsor.Product developmentOlympic park master plan ( framebuit-network.com)-In 2006 January (ODA) was workout the master pan of Olympics.Olympic Games go out provide local anaesthetic 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.Investment opportunities to fabricate Olympic named products and services. E.g. Olympic t-shirts , mugs, cups, hats, toysDiversificationLondon 2012 Business NetworkThe Network component 1) Vital information for West Midlands business 2)attractivebusiness eventsThe expansion of new cle an tech industries and early(a) strengths in artistic industries, media, logistics, and tourism.(d)Which is the possible meaning? tacticTactics are built-in the particulars of entity path of achievement that will be followed on a daily basis.Once developed the marketing strategy, there is a seven PFormula should apply to constantly assess and revaluate Business activities.The seven PsProductPricePromotionplaceprocessphysical distinguishPeopleProductCompare to the other competitors offer be superiority deal.E.g.-New website presents including verity of facilities and opportunitiesDevelopment of Olympic parkPriceThe ticket prices have been announced. Tickets are functional from 20. Also special prices offered to young people, seniors across all Olympic sports. In this case from the cheapest price to higher price tickets are available according to customers needs.PromotionTo promote London 2012 and attract the people on that specially designed ticket draw was introduced.PlaceLocal people and visitors are making improvement works that have taken place along The Greenway, for the Olympic Park to Victoria Park 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, volunteers 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 billhooksThe ODA has resolute to clear its progress manage utility via a PlanningCommittee.This manuscript provides deputation for the authority of the ODAsServices biased the Planning Committee, particularly to releaseOf the expansion manage.Creation decisions on preparation applicationPrepare and submitting planning reports to the Planning CommitteeOffer planning advice to the team.The strategic planOverall strategic conceptGuidelinesStrategic objectivesStrategic principlesStrategic phaseDevelop of Olympic facilitiesPrincip les and locationsPlan and design Olympic greenTotal reflection for Olympic gamesEnvironment developmentPollution controlEnvironment developmentTransport developmentInformation and technology developmentSocial environment developmentCultural environmentHealth care and securityLegal environmentStrategic supportSpeedup economical developmentAdvance development new technologyDevelop human recourse managementOlympic action planAction plan intentionStrategic conceptionWork taskSupport measuresTransport constructionGuide lines/ objectivesTransport (urban) affair managementTraffic support systemTraffic organisationEnergy developmentProposalsMix and readjustmentClean energy projectsEnvironment protectionpresent statesguidelines/ objectivesprevent/ control pollutionmange assure measuretask1 (b)Here I am going to discuss the nerd management tools that could help to analysis the current 2012 environment with reference to marketing.The SWOT management toolsSWOT analysis is for Strengths, Wea knesses, Opportunities, and Threats.A SWOT analysis is a planning tool employ 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 internal 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.Internal 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 sales distributiona business ideaa strategic option, such as entering a new market orlaunching a new productSWOT epitomeINTERNALEXTERNALSTRENGTHS- recourses and capabilities can be u sed for agonistical advantagee.g.-strong brand namesWEAKNESS- absence of certain strengthsE.g.-weak brand nameOPPURTUNITIES- external environment analysis can reveal opportunities for growth. E.g. unrealized customer needsTHRETS-changes in external environmente.g. new regulationsCan be identified strengths and weakness in the current environment when we do the SWOT analysis. So after that whatever the weakness we can convert 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 continuous 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 policy on the economygovernment locating on culture and reli gionTerrorism influence in traffic Activities and it will boost need for crisis and business stability.Economic Factors.Consider the state of a trading economy.1. Interest rates.2. The level of inflation Employment level per capita.e.gGlobal contest may persist to boost over the next 5 years.London 2012 Olympics driving venture.Drive to reduce costs.Social cultural FactorsIn this case have to considerthe roles of men and women in societythe populationcustomer thorough rights and responsibilitiesTechnological Factors.It is a competitive advantage, and huge driver of globalization.Cheap and supper standard of qualityDistribution change of technological development. e.g. books via the InternetTechnical improvements to trim hatful exhaust waste.Potters fiveA business has to understand the dynamics 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 cr eated 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 productsTask 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 exacting product or service promote to its aim customers.In this case i do presentAnsoff growth matrix- four strategiesMarket penetrationPenetration pricinginsistent advertisingTraditional industries. repository souvenir, sporting 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 sectorT he 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 putting 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 therefore should be replaced by the 4 Cs which are more customer orientated, or marketing orientated.It is made up ofCustomer needs and wants (the equivalent of product),Cost (price),Convenience (place) andCommunication (promotion).1960 by E J McCarthy.The 4Ps areProduct / ServicePlacePricePromotionProduct/ServiceHave to consider 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 reach this product or service and access the right distribution transmit?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 transport systems, like that allots of sides on UK is being developing. But because of the security reasons like terrorism and pollution, environment protection 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 scre ens and environment protection like green scheme.Task 2 (b)The stake holderStakeholders are anybody who might directly be affected and influence on London 2012 Olympic primary(prenominal) 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 long-term planning, development, management and maintenance of the Olympic Park.Secondary stake holdersMediaTFLSchoolsPolice/ forcesCustomerssponsorsStakeholders are analysis according to their power and entertain of the organization.There are four types of stakeholdersKeep satisfactory -high power /low interestEngage Closely and Influence Actively- high power/ high inte restMonitor (minimum effort)Low power low interestKeep Informed-low power / high interestIt is important to involve stake holder to marketing decisions be cause some types of planning purpose will need to comprise a report of conflict to show stakeholder conversation in move ahead of the submission of the planning application. And some projects, like business planning require stakeholder participation and wider communal liability. Key stakeholders are directly influence and important to the success of the project.Task 3(a) current changesThe pest analysis of London 2012Political-Political factors are mostly including government legislation forcing businesses.The Olympic Games are frequently under attack by terrorist groups.Sports events are mostly developed and improved 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 diversify 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.Task 3 (b) how respondFor all these changes planning perpetration 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 the 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 developHrSecuritymediatransportHRIn the hr sector have to clarify the present job opportunities. And to get maximum out come from human recourse. And also by inform 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