Marketing Strategy in Service Business - amegaro@unisa.it - Project Work Aim: to build a marketing plan to successfully launch a new idea (product / service) on a market and reach your target. A new product / service IT-based. Timing of the plan: 1 year Challenge: I am a lender and you need my funding to carry out your project. You have to convince me that your idea is profitable not only in terms of technical features but, mainly, in terms of the firm's survival in the long run. Marketing Plan - Structure Segmenting Targeting Positioning … Marketing mixControl Marketing Plan – How to carry it out? Team work of 4 people (possible variations: maximum 5 minimum 3). Output of the task: the final document is a PowerPoint in which you present your marketing plan. Discussion: You have to present your proposal in 10 minutes (each member of the group has to present his/her part). Exam Bonus: +1-3 bonus points that will be added to the grade of the exam. Segmenti ngTargeting Positionin g … Marketing mixControl Marketing Plan – Roles within the team Top marketing manager He is the person in charge of the entire project. Apparently it does not seem to have particular burdens, but in reality, if the project works it is above all thanks to him, if it fails it is above all because of him. He will have to: • Describe the company that may be existing, in this case you are the marketing function of the company chosen, or invented, already active or a start-up; • describe the business area in which the company operates or will operate; • organize continuous briefings; • describe the corporate mission; • define the business idea; • direct the strategy according to the mission and corporate objectives and actions; • define and communicate marketing objectives; • orient the value proposition; • supervise the activities carried out by each one and support them where necessary; • coordinate activities; • promote dialogue between the various sectors and consistency between the various activities carried out. Market analyst He is responsible for the feasibility of the marketing strategy as the strategy is based on market analysis and the analysis of consumer needs. He will have to carry out an analysis of the situation through the following actions: • describe the market in terms of characteristics, players, trends, needs; • carry out a SWOT analysis; • identify the critical success factors; • identify and analyze the Competitors. Main charge in terms of activities: data collection and analysis. Segmenting Targeting Positioning … Marketing mix Control Marketing Plan – Roles within the team Strategic Marketing Manager He is responsible for the success of the plan from a strategic point of view. He will have to carry out an analysis of the situation through the following actions: • segmentation analysis; • targeting; • positioning; • define of the value proposition. Main charge in terms of activities: develop a strategy consistent with data analysis Segmentin gTargeting Positioning … Marketing mixControl Marketing Plan – Roles within the team Operational Marketing Manager He is responsible for the success of the plan from an operational point of view. It will have to develop a plan of actions that make the strategy operational, by: • analysis and definition of a product strategy; • analysis and definition of a pricing strategy; • analysis and definition of a distribution strategy; • analysis and definition of a communication strategy; • control plan. Main charge in terms of activities: developing a marketing mix plan consistent with the value proposition and which considers objectives in terms of value, relationship and service. Segmenting Targeting Positioning … Marketing mixControl Marketing Plan – Roles within the team Marketing Plan – Deadline 30th May Send your final document to: amegaro@unisa.it In the email you have to indicate the name of each member of the group! Subject line of the email: «Marketing strategies in service business_Brno_Project work» Antonietta Megaro amegaro@unisa.it THANK YOU. Questions? Comments?