This series in about the Entrepreneurial and E-Commerce opportunities and how to harness the power of Information Technology to improve or revolutionize business. This session discusses about the basics of writing a business proposal, and then gets in to detailed explanation of Marketing concepts, definitions, etc. Discusses how to prepare a marketing plan, and the first part of the marketing plan, the situational analysis. Contains 4 P's of Marketing, Marketing Definition, Management Definition, Marketing Planning Process, Marketing Audit, Internal Analysis, External Analysis, SWOT, PESTEEL, Competitor Analysis, Market Analysis,

1. Entrepreneurship &
Commerce in IT
03
Sachintha Gunasena MBCS
http://lk.linkedin.com/in/sachinthadtg

2. Business Plan
• Title Page and Table of Contents
• Executive Summary
• summarize the vision for the company
• General Company Description
• provide an overview of the company and the service it provides to its market
• Products and Services
• describe, in detail, the unique product or service
• Marketing Plan
• describe how the company will bring its product to its consumers

3. Business Plan Cont.d
• Management and Organization Plan
• describe the structure of the organization and the philosophy
that governs it
• Operational Plan
• describe how the business will be operated on a day-to-day
basis
• Financial Plan
• illustrate the working model for finances and the need from
investors

4. The Marketing Plan

5. Marketing Plan
• Industry Analysis & Market Research
• The Marketing Mix
• Preparation of the Marketing Plan
• Technology & Marketing

6. Marketing

7. Marketing
• The management process through which goods and services move
from concept to the customer.
• - Read more:
http://www.businessdictionary.com/definition/marketing.html#ixzz3jXikFe5p
• Marketing is the corporate philosophy and the central business
function of an organisation that creates value for its customers and
other stakeholders through competitive, profitable and sustainable
exchange processes.” - SLIM definition.
• - See more at:
http://www.ft.lk/article/239502/SLIM-creates-history-with-its-own-definition-

8. 4 P’s of Marketing
• (1) identification, selection and development of a
Product
• (2) determination of its Price
• (3) selection of a distribution channel to reach
the customer's Place
• (4) development and implementation of a
Promotional Strategy

9. 4 P’s Example - Apple
Products
• Product
• developed to include improved applications and systems
• Price
• set at different prices depending on how much capability the customer desires
• Place
• sold in places where other Apple products are sold
• Promotion
• to promote the device, the company featured its debut at tech events and is
highly advertised on the web and on television

10. before that…

11. Management
• a set of activities including planning and
decision making, leading and controlling
directed at organisation’s resources: human,
financial, physical and information, with the aim
of achieving organisational goals in an efficient
and effective manner
• ( R.W. Griffin -2005)

12. Management Functions
• Planning
• Organising
• Staffing
• Leading
• Controlling

13. What is the most important?
• Planning
• why?
• because everything else depends on it.

14. Purpose of a Marketing Plan
• Goal
• a desired future state that the organization attempts to realize
in a given environment
• Plan
• a blueprint for goal achievement that specifies the necessary
resource allocations, schedules, tasks, and other actions
• Goals specify future ends.
• Plans specify today's means of achieving Goals.

15. Planning
• [in context of management]
• incorporates determining the organization's goals and defining
the means for achieving them.
• “if you fail to plan you are planning to fail”
• Therefore, planning is an essential strategic activity and it is an
intrinsic part of efficient and effective management.
• [in context of marketing]
• to achieve marketing goals in an efficient and effective manner

16. so Marketing…

17. The Connection of the Marketing
Plan with a Corporate plan
• types of plans in organizations
• Strategic Corporate Plans
• Business Unit Plans
• Operations
• Logistics
• HR
• Financial
• Production
• Marketing

18. Marketing Plan
• a blue print that elaborates a systematic, inter
connected, logical, step by step processes for
achieving marketing goals

19. analyses
• internal and external environment
• markets
• competitors

20. specifies
• the marketing objectives
• necessary strategies
• tactics
• resource allocations
• schedules
• tasks

21. embeds
• Embeds the controls and other actions required
in connection with attaining marketing goals in
an efficient and effective manner
• It specifies what should be done today to
achieve goals ahead and it is the marketer’s
road map for desired destination.

22. Understanding the Essential
Steps of a Marketing Plan
• Hiebing and Cooper (2003) succinctly sates that a
marketing plan should be a disciplined, target market
driven, interlocking (not just integrated) and
comprehensive plan in order to make it a successful
tool in the process of achieving marketing goals.
• it has to be a comprehensive plan that gives
importance to each and every element of a plan.
• nothing is taken for granted and nothing or very little
is left for chance.

23. Generic Marketing planning
process
• The corporate objectives should be in line with
the vision and mission of the company.
• The marketing plan stems from the corporate
objectives
• Marketing plan is a tool to achieve corporate
objectives
• Marketing plan has a cyclic character.

24. Marketing Planning Process
where are wewhere are we
nownow
where are wewhere are we
nownow
where do wewhere do we
want to gowant to go
where do wewhere do we
want to gowant to godid we get theredid we get theredid we get theredid we get there
how do wehow do we
ensure arrivalensure arrival
how do wehow do we
ensure arrivalensure arrival
how do we gethow do we get
therethere
how do we gethow do we get
therethere

25. Where are we now?

26. Situational Analysis
• Marketing Audit = Situational Analysis
• Internal Analysis (Internal Audit)
• Environmental Analysis (External Audit)
• PESTEEL Analysis
• Competitor Analysis
• Market Analysis
• SWOT Analysis

27. Situational Analysis cont.d
• Before anything is planned, firm needs to understand where it stands
now in relation to its internal and external environment
• Internal Environment (strengths & weaknesses)
• Financial
• Managerial
• Marketing
• Production
• Human Resources
• Information Technology

28. Situational Analysis cont.d
• External Environment (Threats and Opportunities)
• Comprehensive PESTEEL analysis
• Political
• Economical
• Social and Cultural
• Technological
• Environmental
• Ethical
• Legal
• aspects has to be analysed in relation to the industry, market and the product

29. Comparative Analysis of
Competitors
• Major competitors their market standing ,
reputation, brands, profitability etc.
• Their strategies as to product, pricing, distribution,
promotion
• Trade practices and associations etc
• Michael Porters Five Force Competitive Model also
should be analysed to find out the attractiveness of
the industry

30. Five Force Competitive
Model

31. Market Analysis
• [Customers/ Demand]
• Market size, different segments, growth, trends.
Future market and demand
• Customer preferences, attitudes and buyer
behavior, needs and wants, decision making
units and the process, disposable income etc.

32. SWOT
• a good snap shot of the firm
• is taken from the Internal and External Analysis.
• Strengths (need to Consolidate)
• Weaknesses (need to Minimize)
• Opportunities (need to Exploit)
• Threats (need to Overcome)

33. SWOT Factors
• Internal- Strengths / Weaknesses
• External - Opportunities / Threats

34. Activity 4
• take a business idea/ example business
• do a situational analysis of it

35. Next Up…
• Where do we want to be?

36. Thank you.
Sachintha Gunasena MBCS
http://lk.linkedin.com/in/sachinthadtg