THE PORTUGUESE REALITY

Continue the marketing planning process using the concepts and tools from this chapter, including the two checklists. Start with an internal audit of resources,

offerings, previous performance, business relationships and key issues. If the organisation is a start-up, examine the recent performance of direct competitors and discuss what the trends might mean for your organisation. Next, look at relevant PESTLE and competitive factors in the external environment and analyse how these factors might affect your marketing decisions (and your competitors’ marketing activities).

46 Essential Guide to Marketing Planning

On the basis of your internal and external audits, prepare a SWOT analysis explaining how the main strengths and weaknesses relate to specific opportunities or threats and their implications for marketing strategy. Also consider how quickly you expect the marketing environment to evolve and how you plan to stay in touch with developments. Before you record your conclusions, think about how these latest ideas will help you develop a practical, successful marketing plan. Then enter this data in your marketing plan, with as much detail as needed to support your conclusions.

ENDNOTES

1. ‘Rolls-Royce considers legal action against

£30,000 Chinese copycat’, Telegraph, 23 April 2009, www.telegraph.co.uk/motoring; www.rolls-roycemotorcars.com; Nicolas Van Praet, ‘Chinese eager to buy western car brands’, Vancouver Sun, 9 September 2009, www.vancouversun.com/

cars/Chinese+eager+western+brands/1979380/

story.html; Prasad Sangameshwaran, ‘Ghost to be the most driver focused Rolls-Royce car yet’, Economic Times, 23 December 2009, http://eco-nomictimes.indiatimes.com.

2. David Williams, ‘Rolls-Royce and Bentley hint at future of luxury’, Telegraph, 12 June 2009, www.

telegraph.co.uk/motoring/news; ‘Keep on roll-ing: Rolls-Royce’, The Economist, 9 May 2009, p.

64; ‘For red-hot Rolls-Royce, will 2009 deliver a chill?’, Automotive News Europe, 2 March 2009, p.

19; Diana T. Kurylko, ‘Even Rolls is starting to feel the pinch’, Automotive News, 30 March 2009, p. 10;

‘Rolls on a roll’, Automotive Design & Production, April 2009, p. 11; Erin Baker, ‘Smaller Rolls-Royce nears production’, Telegraph, 19 February 2009, www.telegraph.co.uk/motoring.

3. Stuart Read, Nicholas Dew, Saras D. Sarasvathy, Michael Song and Robert Wiltbank, ‘Marketing under uncertainty: The logic of an effectual approach’, Journal of Marketing, May 2009.

4. Mary K. Coulter, Strategic Management in Action (Upper Saddle River, NJ: Prentice Hall, 1998), Chapter 4.

5. Sarah Arnott, ‘Profits soar at Ryanair in spite of price war as fuel costs fall’, Independent, 28 July 2009, www.independent.co.uk; ‘Ryanair reduces Stansted flights,’ BBC News, 21 July 2009, http://

news.bbc.co.uk/2/hi/business/8160923.stm;

Amy Wilson, ‘Ryanair vows to continue price war’, Telegraph, 27 July 2009, www.telegraph.

co.uk; Alistair Osborne, ‘Ryanair ready for price war as Aer Lingus costs leap’, Telegraph, 2 June 2009, www.telegraph.co.uk; Ben Leach, ‘Ryanair to make passengers stand’, Telegraph, 6 July 2009, www.telegraph.co.uk; Julia Kollewe, ‘Ryanair downs talks with Boeing for 200 new aircraft’, Guardian, 18 December 2009, www.guardian.

co.uk/business/2009/dec/18/ryanair-boeing-talks-aircraft.

6. Quote from Josephine Moulds, ‘Consumer cham-pion’, CNBC European Business, April 2009, pp.

19–20; http://www.reckittbenckiser.com; other sources: ‘Reckitt Benckiser caves in on corporate identity and rebrands’, Daily Mail, 15 July 2009, www.dailymail.co.uk/money; Ratna Bhushan,

‘Dettol gains ground, Lux slips’, 23 July 2009, http://economictimes.indiatimes.com.

7. Gill Plimmer, ‘GSK in generic drug alliance’, Financial Times, 15 June 2009, www.ft.com.

8. Noelle McElhatton, ‘IPA report using Tesco data says brands risk long-term damage with price promotions’, Marketing, 10 June 2009, www.mar-ketingmagazine.co.uk/news; Joe Thomas, ‘The

47 Chapter 2: Analysing the current situation

strategy behind the Tesco Clubcard relaunch’, Marketing, 12 May 2009, www.marketingmaga-zine.co.uk/news; Burt Helm, ‘Getting inside the customer’s mind’, BusinessWeek, 22 September 2008, p. 88; ‘Tesco invests in Clubcard relaunch’, International Business Times, 11 May 2009, www.

ibtimes.co.uk; James Hall and Richard Fletcher,

‘Planning test to safeguard competition could cost 25,000 supermarket jobs’, Telegraph, 1 January 2010, ‘http://www.telegraph.co.uk’ http://

www.telegraph.co.uk.

9. Emily Schmitt, ‘The profits and perils of sup-plying to Wal-Mart’, BusinessWeek, 14 July 2009, www.businessweek.com.

10. Steve Bush, ‘Unilever develops suite of sen-sors for domestic washing machines’, Electronics Weekly, 24 July 2009, www.electronicsweekly.

com; ‘Port Sunlight Unilever site safe despite job losses’, Liverpool Echo, 2 December 2008, www.liv-erpoolecho.co.uk.

11. Quoc Hung, ‘Distributors take long step to future’, The Saigon Times Daily, 23 July 2009, http://english.thesaigontimes.vn/home/fea-tures/general/5590/; ‘Metro eyes Pakistan’, MMR, 24 April 2006, p. 15; ‘Vietnam: competitor to go up against Big C, Metro’, Thai Press Reports, 31 January 2006, n.p.; ‘Metro Vietnam holds sup-plier conference’, Asia Africa Intelligence Wire, 8 November 2005, n.p.

12. Carly Chynoweth, ‘Warm hearts must be ruled by cool heads’, Times Online, 21 June 2009, http://

business.timesonline.co.uk.

13. Mark Frary, ‘Twittering with the customers’, Times Online, 17 June 2009, http://business.times-online.co.uk; Carly Chynoweth, ‘Warm hearts must be ruled by cool heads’, Times Online, 21 June 2009, http://business.timesonline.co.uk.

14. Christine Seib, ‘Microsoft Windows 7 users can choose browser’, The Times, 24 July 2009, http://

business.timesonline.co.uk/tol/business/indus-try_sectors/technology/article6727025.ece; David

Charter and Rory Watson, ‘Anti-competitive Intel fined record €1bn’, The Times, 14 May 2009, http://business.timesonline.co.uk/tol/business/

industry_sectors/technology/article6283112.ece.

15. Stephanie Rosenbloom, ‘At Wal-Mart, labeling to reflect green intent’, New York Times, 16 July 2009, www.nytimes.com.

16. ‘UK retailers Tesco, Marks & Spencer report progress in reducing carbon emissions’, GreenBiz, 8 June 2009, www.greenbiz.com; Vivienne Walt,

‘Charity crunch time’, Time International, 30 March 2009, p. 43; Rachael Singh, ‘Sustainability report gets public audit’, Computeractive, 22 August 2008, www.computeractive.co.uk/2224571; www.bss-group.com/sustainability.

17. Discussion based on theories in Michael Porter, Competitive Advantage (New York: Free Press, 1985), pp. 11–26; and Roger Best, Market-Based Management, 4th edn (Upper Saddle River, NJ:

Pearson Prentice Hall, 2005), Chapter 6.

18. Companies may want to analyse competitors using some of the metrics they apply to their own per-formance. See Thomas J. Reynolds and Carol B.

Phillips, ‘In search of true brand equity metrics’, Journal of Advertising Research, June 2005, pp. 171ff.

19. Craig S. Fleisher and Babette Bensoussan, Strategic and Competitive Analysis (Upper Saddle River, NJ:

Prentice Hall, 2003), Chapter 11.

20. Lionel Laurent and Robin Paxton, ‘Carrefour to exit Russia, hit by challenging markets’, Reuters, 15 October 2009, www.reuters.com; Pitsinee Jitpleecheep, ‘Carrefour aims to export Thai fruit glut to Europe’, Bangkok Post, 12 June 2009, www.bangkokpost.com; ‘Carrefour expands data warehouse’, Chain Store Age, July 2009, p. 34;

Writankar Mukherjee and Gulveen Aulakh, ‘Cash

& carry majors step up client training’, Economist Times, 8 June 2009, n.p.; ‘Carrefour starts hiring at first Russian hypermarket’, Russia & CIS Business and Financial Newswire, 26 March 2009, n.p.; www.

carrefour.com.

Comprehension outcomes

After studying this chapter, you will be able to:

• Understand why marketers examine markets according to definition, changes and share

• Explain the main influences on customer behaviour in consumer and business markets

• Describe how secondary and primary data are used in marketing planning

Application outcomes

After studying this chapter, you will be able to:

• Define and describe the market for a product

• Identify sources of information about consumer and business markets

• Calculate market share

• Analyse customer behaviour for marketing planning purposes