Marketing Strategy
in Service
- amegaro@unisa.it -
Project Work
Aim: after selecting a company (existing or an invented startup),
develop a marketing plan tailored to successfully launch
a new a new IT-based product/service in the market and
reach your target.
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.
Team work of 4 people (possible variations: maximum 5 minimum
3).
Marketing Plan - Structure
Segmenting
Targeting
Positioning
…
Marketing
mixControl
RESEARCH
& ANALYSIS
MARKETING
PLANNING
Strategic
marketing
Operational
Marketing for Value Creation &
Diffusion
Mission
STRENGTH Opportunities
THREATSWeaknesses
Analysis of macro-
environment
(scenario)
Analysis of micro-
environment
(market/segment)
Analysis of internal
environment
Goals
Strategy
Marketing mix
Execution
Control
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 actually, 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 and consumers’ needs analysis.
He will have to carry out a situational analysis
through the following actions:
• describe the market in terms of
characteristics, players, trends, needs;
• carry out a SWOT analysis;
• 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 define the strategy through the
following actions:
• segmentation analysis;
• targeting;
• positioning;
• Definition of the value proposition.
Main charge in terms of activities: develop a strategy
consistent with data analysis (provided by the market
analyst).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.
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 – How to carry it out?
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 20 minutes (each
member of the group has to present his/her part in maximum 5
minutes).
Exam Bonus: +(1-3) bonus points that will be added to the grade
of the exam.
Evaluation: I will evaluate the profitability of the project and not
the individual effort of each member of the group; so I will give a
bonus point for the project (not a bonus point for each person)
which will be valid for all members of the group.
Marketing Plan – Deadline
May 3
(before the presentation and the examination)
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_Brno_[name of the project]»
Antonietta Megaro
amegaro@unisa.it
THANK YOU
Questions? Comments?