Table of contents
Week 1----- THE BCG MATRIX, strategic planning............................................................................................2
WEEK 2- SWOT AND CONFRONTRATION matrix.............................................................................................8
WEEK 3- product and pricing strategies........................................................................................................ 13
Week 5- marketing channels and distribution indicators, promotion strategies............................................26
What’s the difference between the marketing communications mix and the marketing mix?........................33
Marketing communications tools......................................................................................................................33
1. Advertising (TV, radio, press, PPC).................................................................................................................33
2. Direct marketing & digital marketing (email, social media, gamification, etc).............................................33
3. Public relations (PR).......................................................................................................................................34
4. Personal selling...............................................................................................................................................34
5. Sales promotion..............................................................................................................................................34
Learning goals
1. Explain the dynamic of a Strategic Marketing Plan, including the basics of a digital
strategy and how it is aligned with the Corporate Planning of a company in order to
make an informed decision for an adequate Marketing process. (week 1)
2. Analyze key marketing models such as BCG, Confrontation matrix and SWOT
matrix in order to set relevant objectives for the international integrated marketing
plan.
3. Develop the 4 Ps of the marketing mix for an international brand in order to
prepare for the launch in a given market with a specific focus on:
a. Product life cycle, portfolio analysis, and product decisions
b. Price: pricing strategies and implications
c. Place: marketing channels, strategies and implications
d. Promotion: promotion strategies and how to build a campaign
,Week 1----- THE BCG MATRIX, strategic planning
Chapter 1 kotler
Strategic planning
= The process of developing and maintaining a strategic fit between the
organization’s goals & capabilities and its changing marketing opportunities
Marketing plays an important role in strategic planning
- Marketing provides a..
- …guiding philosophy
- … Inputs to strategic planners by helping to identify attractive market
opportunities and by assessing the firms potential to take advantage of them.
- Marketing designs strategies for reaching unit objectives (SBU)
,BCG growth share matrix
= An analysis of a company’s portfolio of different products or SBU’s (Strategic
Business Units)
• Business portfolio: the group of different products or brands owned by an
organization and having different income-generating and growth capabilities
, BCG a tool for portfolio analysis
1. Identify the key businesses (SBU’s)
2. Assess the attractiveness of each SBU
3. Decide which SBU’s should receive more or less of the firm’s resources
BCG growth share matrix enables a firm to evaluate SBU’s on two important
dimensions:
• The attractiveness of the SBU’s market or industry (market growth rate)
• The (relative) strength of the SBU’s position in that market or industry (market share
versus the Market leader #1)
Market growth rate:
– Measured in percentages
– What is “low” and what is “high”? This depends on the type op market in which you
are active. This is therefore always different.
f.i. food market, building construction market, steel market (traditional markets) : high
growth could be f.e. 5% f.i. Data centers / online shopping: high growth could be
>20%
Week 1----- THE BCG MATRIX, strategic planning............................................................................................2
WEEK 2- SWOT AND CONFRONTRATION matrix.............................................................................................8
WEEK 3- product and pricing strategies........................................................................................................ 13
Week 5- marketing channels and distribution indicators, promotion strategies............................................26
What’s the difference between the marketing communications mix and the marketing mix?........................33
Marketing communications tools......................................................................................................................33
1. Advertising (TV, radio, press, PPC).................................................................................................................33
2. Direct marketing & digital marketing (email, social media, gamification, etc).............................................33
3. Public relations (PR).......................................................................................................................................34
4. Personal selling...............................................................................................................................................34
5. Sales promotion..............................................................................................................................................34
Learning goals
1. Explain the dynamic of a Strategic Marketing Plan, including the basics of a digital
strategy and how it is aligned with the Corporate Planning of a company in order to
make an informed decision for an adequate Marketing process. (week 1)
2. Analyze key marketing models such as BCG, Confrontation matrix and SWOT
matrix in order to set relevant objectives for the international integrated marketing
plan.
3. Develop the 4 Ps of the marketing mix for an international brand in order to
prepare for the launch in a given market with a specific focus on:
a. Product life cycle, portfolio analysis, and product decisions
b. Price: pricing strategies and implications
c. Place: marketing channels, strategies and implications
d. Promotion: promotion strategies and how to build a campaign
,Week 1----- THE BCG MATRIX, strategic planning
Chapter 1 kotler
Strategic planning
= The process of developing and maintaining a strategic fit between the
organization’s goals & capabilities and its changing marketing opportunities
Marketing plays an important role in strategic planning
- Marketing provides a..
- …guiding philosophy
- … Inputs to strategic planners by helping to identify attractive market
opportunities and by assessing the firms potential to take advantage of them.
- Marketing designs strategies for reaching unit objectives (SBU)
,BCG growth share matrix
= An analysis of a company’s portfolio of different products or SBU’s (Strategic
Business Units)
• Business portfolio: the group of different products or brands owned by an
organization and having different income-generating and growth capabilities
, BCG a tool for portfolio analysis
1. Identify the key businesses (SBU’s)
2. Assess the attractiveness of each SBU
3. Decide which SBU’s should receive more or less of the firm’s resources
BCG growth share matrix enables a firm to evaluate SBU’s on two important
dimensions:
• The attractiveness of the SBU’s market or industry (market growth rate)
• The (relative) strength of the SBU’s position in that market or industry (market share
versus the Market leader #1)
Market growth rate:
– Measured in percentages
– What is “low” and what is “high”? This depends on the type op market in which you
are active. This is therefore always different.
f.i. food market, building construction market, steel market (traditional markets) : high
growth could be f.e. 5% f.i. Data centers / online shopping: high growth could be
>20%
