Prin. of Mktg.4thQtr. Module 5 Week 5 6

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Principles of
Marketing
2nd Quarter

Module 5 (Week 5-6)

Marketing Analysis, Planning, Implementation, and Control.

Yvonne P. Recelestino
Module Writer

Department of Education – Republic of the PhilippinesPage 1


Content Standards:
The learners demonstrate an understanding of…
1. the essence of the new product development, pricing, placing
(distribution), and promoting a product or service
2. the necessity of a marketing plan in business
3. and proper interpretation of marketing strategies through workshop and
presentation

Performance Standards:

The learners shall be able to…


● design a new product or service, decide types of pricing approach,
and choose distribution methods and promotion tools that respond
to market trends
● create a new product or service design and pricing, and promotion
and distribution strategies
● orally defend the mini-marketing plan to a group of marketing
professionals

Learning Competency:

● explain the relationship between market analysis, planning,


implementation, and control
● analyze the company’s situation, markets, and environment (the
marketing audit and SWOT analysis)

Learning Objectives:

At the end of this module the students will be able to:

1. Understand the ways to analyze the market and company’s situation.


2. Identify the meaning of SWOT analysis
3. Understand the importance of market analysis, implementation and
control.

To the Learners

This module will equip you a necessary content knowledge, skills, and
competencies about market analysis, planning, implementation and control. The
use of the SWOT analysis in analyzing the company’s situation, markets and
environment.

You read and understand carefully each part of the module so that you
can be able to answers various activity that will help you develop your potentials
in understanding the lesson.

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This module has the following parts and corresponding icons:

This will give you an idea of the skills or


What I Need to competencies you are expected to learn in
Know the module.
This part includes an activity that aims to
What I Know check what you already know about the
lesson to take. If you get all the answers
correct (100%), you may decide to skip this
module.
This is a brief drill or review to help you link
What’s In the current lesson with the previous one.

In this portion, the new lesson will be


What’s New introduced to you in various ways such as
a story, a song, a poem, a problem opener,
an activity or a situation.
This section provides a brief discussion of
What is It the lesson. This aims to help you discover
and understand new concepts and skills.
This comprises activities for independent
What’s More practice to solidify your understanding and
skills of the topic. You may check the
answers to the exercises using the Answer
Key at the end of the module.
This includes questions or blank
What I Have sentence/paragraph to be filled into
Learned process what you learned from the lesson.
This section provides an activity which will
What I Can Do help you transfer your new knowledge or
skill into real life situations or concerns.
This is a task which aims to evaluate your
Assessment level of mastery in achieving the learning
competency.
In this portion, another activity will be
Additional given to you to enrich your knowledge or
Activities skill of the lesson learned. This also tends
retention of learned concepts.

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This contains answers to all activities in the
Answer Key module.

What I need to Know

In this module you will be able to encounter terminologies such as


marketing implementation, marketing control etc. You are expected to
understand the importance of analyzing, planning, implementation and control.
For these are the management functions that an organization can use in
managing the business.

There are various activities prepared by the writer/s that will help you
understand the meaning and importance of the different marketing management
functions that an organization may use in order to achieve its vision, mission,
goals and objectives. It is hope that you will learn to value the knowledge and
wisdom of this module.

What I Know

Instruction: True or False. Write T if the statement is true and F if it is false.

___________1. Marketing control is not the evaluation of marketing strategies.

___________2. Marketing analysis is the process of knowing the competitor’s


products and services.
___________3. Marketing strategy can be developed by means of creating services
for the benefit of the competitors.
___________4. Marketing implementation is the process of turning marketing
strategies and plans into marketing actions to accomplish strategic
marketing objectives.

___________5. The company should analyze its markets and marketing


environment to find attractive opportunities and identify
environmental threats.
___________6. The company should analyze its strengths and weaknesses.
___________7. Through implementation, the company turns the plans into actions.
___________8. The companies do not develop company-wide strategic plans.

___________9. Marketing analysis provides information and evaluations needed for


all the other marketing activities.

___________10. Control consists of measuring and evaluating the results of


marketing activities and taking corrective action where needed.

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What’s In

On your previous lesson you learned about advertising and public


relation. In your own words define and give the importance of the following
terms:

Advertising- _____________________________________________________________________

Personal selling- ________________________________________________________________

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Salesperson- ____________________________________________________________________

Public relation- _________________________________________________________________

Event marketing- _______________________________________________________________

Before the lesson proper, kindly write the following guide questions to be given
to you in a piece of paper. Answer them based on your stocked knowledge or
even as a knowledgeable guess. After the discussion, try to answer those
questions again, and now apply the things learned from the lesson.

1. What is market implementation?


2. What is marketing control?
3. What is the importance of market analysis, planning, implementation and
control in managing a business?
4. As an ABM student, is it important that you know this topics? Why?
5. How can you be able to apply the things learned from the lessons in your
everyday living?

What’s New
Managing the business is not an easy thing, and based on the
previous lessons a business must follow a process in order to ensure a
percentage of success.

Managing the marketing process requires the four marketing management


functions- analysis, planning, implementation, and control.

What is it

The company first develops company-wide strategic plans and then


translates them into marketing and other plans for each division, product, and
brand.

Through implementation, the company turns the plans into actions. Control
consists of measuring and evaluating the results of marketing activities and
taking corrective action where needed.

Finally marketing analysis provides information and evaluations needed for all
the other marketing activities.

Market analysis

Managing the marketing function begins with a complete analysis of the


company’s situation. The marketer should conduct a SWOT analysis, by which it
evaluates the company’s overall strengths (S), weaknesses (W), opportunities
(O), and threats (T).

S (Strengths)- include internal capabilities, resources, and positive situational


factors that may help the company serve its customers and
achieve its objectives.

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W (Weaknesses)- include internal limitations and negative situational factors
that may interfere with the company’s performance.

O (Opportunities)- are favorable factors or trends in the external environment


that the company may be able to exploit to its advantage.

T (Threats)- are unfavorable external factors or trends that may present


challenges to performance.

The company should analyze its markets and marketing environment to find
attractive opportunities and identify environmental threats. It should analyze
company strengths and weaknesses as well as current and possible marketing
actions to determine which opportunities in the environment it can best pursue.

The goal is to match the company’s strengths to attractive opportunities in the


environment, while eliminating or overcoming the weaknesses and minimizing
the threats.

Marketing implementation- turning marketing strategies and plans into


marketing actions to accomplish strategic marketing objectives.

Whereas marketing planning addresses the what and why of marketing activities
implementation addresses the who, where, when, and how.

Marketing department organization

The company must design a marketing organization that can carry our marketing
strategies and plans.

Marketing control- measuring and evaluating the results of marketing


strategies and plans and taking corrective action to ensure that the objectives
are achieved.

Marketing control involves four steps. Management first sets specific marketing
goals. It then measures its performance in the marketplace and evaluates the
causes of any differences between expected and actual performance. Finally,
management takes corrective action to close the gaps between goals and
performance. This may require changing the action programs or even changing
the goals.

Return on marketing investment (marketing ROI)- the net return from a


marketing investment divided by the cost of marketing investment.

What’s More

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Activity 1: Matching Type: Choose the answer from the following
terms/concepts. Write the letter of the correct answer.

A. strengths D. marketing control


B. marketing implementation E. weaknesses
C. threats F. opportunities
__________1. It refers the way of measuring and evaluating the results of
marketing strategies and plans and taking corrective action to ensure
that the objectives are achieved.

__________2. It refers to the process of turning marketing strategies and plans


into marketing actions to accomplish strategic marketing objectives.

__________3. It refers to the internal capabilities, resources, and positive


situational factors that may help the company serve its customers and
achieve its objectives.

__________4. It refers to are unfavorable external factors or trends that may


present challenges to performance.

__________5. It refers to the internal limitations and negative situational factors


that may interfere with the company’s performance.

What I have learned.

Activity 2

Instruction: In your own words, define and give the importance of the
following marketing management functions:

1. Market analysis- __________________________________________________________


2. Market Planning- _________________________________________________________
3. Market Implementation- __________________________________________________
4. Marketing control- ________________________________________________________

What I can Do

Activity 3

Instruction: Analyze the case study using the SWOT analysis.

Cadbury

Chocolate had always been considered an affordable little luxury, associated with
romance and celebrations. Therefore in 2000 and 2001, revelations that the
production of cocoa in the Côte d’Ivoire involved child slave labor set chocolate
companies, consumers, and governments reeling. In the United States, the
House of Representatives passed legislation mandating that the FDA create

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standards to permit companies who could prove that their chocolate was
produced without forced labor to label their chocolate “slave-labor free.” To
forestall such labeling, the chocolate industry agreed to an international protocol
that would give chocolate producers, governments, and local farmers four years
to curb abusive practices and put together a process of certification.

The stories of child slave labor on Côte d’Ivoire cocoa farms hit Cadbury
especially hard. While the company sourced most of its beans from Ghana, the
association of chocolate with slavery represented a challenge for the company,
since many consumers in the UK associated all chocolate with Cadbury.
Furthermore, Cadbury’s culture had been deeply rooted in the religious traditions
of the company’s founders, and the organization had paid close attention to the
welfare of its workers and its sourcing practices. In 1908, the company had
ended a sourcing relationship that depended on slave labor. Now for the first
time in nearly 100 years, Cadbury had to take up the question of slavery again.

By the 2005 deadline, the chocolate industry was not ready to implement the
protocols and asked for two years more to prepare. Privately, many industry
officials believed that the kind of certification sought by the protocols was
unrealistic. Because cocoa was produced on over a million small farms in
western Africa, insuring that all of these farms, most located deep in the bush,
complied with child labor laws seemed impossible. Furthermore, because beans
from numerous small farms were intermingled before shipment, it was difficult to
track those produced by farms in compliance with labor standards and those that
were not.

In 2008, a confrontation between U.S. government officials and the industry


seemed imminent. Observers argued that this left Cadbury, a company that had
done much to improve its supply chain, in a difficult position.

Assessment

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Instruction: Read and understand the statement below and choose
the letter of the correct answer.

1. Which of the following refers to the function which begins with a complete
analysis of the company’s situation?
A. marketing analysis C. marketing implementation

B. marketing planning D. marketing control

2. Which of the following refers to the process of turning marketing strategies


and plans into marketing actions to accomplish strategic marketing
objectives?

A. marketing control C. marketing implementation

B. marketing analysis D. marketing control

3. Which of the following refers to the process of measuring and evaluating


the results of marketing strategies and plans and taking corrective
action to ensure that the objectives are achieved?
A. marketing analysis C. marketing implementation

B. marketing planning D. marketing control

4. Which of the following refers to the favorable factors or trends in the external
environment that the company may be able to exploit to its advantage?

A. strengths C. opportunities

B. weaknesses D. threats

5. Which of the following refers to the internal limitations and negative


situational factors that may interfere with the company’s performance?

A. strengths C. weaknesses

B. opportunities D. threats

Additional Activity

Instruction: Using your own designed product (refer to


Quarter 2- Module 4, Activity number 3 “What can I do”), do a
market analysis about your own created product. Use the SWOT
analysis as guide.
S

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W

REFERENCES

I. Principles of Marketing 14th Edition (Kotler, Armstrong, 2012)


II. Sumana Chatterjee and Jaan Elias, "Cadbury," Yale SOM Case 07-
039, November 27, 2007
References: November 27, 2007
Revised Date:
August 24, 2008

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