Assignment Assessment Report

Campus: Lucknow Year/semester 2011-2013

Level: PCL-II Assignment Type B

Module Name: Sales Assessor’s Name Mr.Chatterjee

Student’s Name: Suresh PatelReqd Submission

Date 25/02/2013

Email id & Mob NoSuresh.wlc@gmail.com

9628831164

Actual Submission

Date 25/02/2013

Stream Marketing Submitted to : Mr.Chatterjee

Answer No-1Environmental scanning

Iam Marketing Head of Tata Motor And we are conducted the environmental Scanning- Environmental scanning is one component of the global environmental analysis. Environmental monitoring environmental forecasting and environmental assessment complete the global environmental analysis. The global environment refers to the macro environment which comprises industries, markets, companies, clients and competitors. Consequently, there exist corresponding analyses on the micro-level. Suppliers, customers and competitors representing the micro environment of a company are analyzed within the industry analysis.Environmental scanning is a data collection practice. It is aimed at collecting information about an environment such as an office or institution that can be used in planning, development, and ongoing monitoring by managers and supervisors. Once data has been collected with scanning it can be processed and analyzed to create a brief to be used in decision making.

Environmental scanning is a data collection practice. It is aimed at collecting information about an environment such as an office or institution that can be used in planning, development, and ongoing monitoring by managers and supervisors. Once data has been collected with scanning it can be processed and analyzed to create a brief to be used in decision makingCareful monitoring of an organization's internal and external environments for detecting early signs of opportunities and threats that may influence its current and future plans. In comparison, surveillance is confined to a specific objective or a narrow sector.

Environmental Scanning & Monitoring- Techniques

SWOT

Industry Analysis

Techniques

Competitor Analysis

PEST QUEST

SOURCES OF INFORMATION

Documentary or secondary sources Magazines, newspaper, journals, books,

trade &industry Assn. publication, Govt. Publication, Annual report of competitor company.

Mass media Internal sources - employees, files, MIS, documents

EXTERNAL AGENCIES - Customers, marketing intermediaries, suppliers, trade Assn., Govt. Agencies

FORMAL STUDIES - Consultants, Educational Institutions, in-house Spying & Surveillance thro’ ex employees of competitor or planting ‘moles’ in competitor company.

Suppliers

MarketingIntermediaries

Market Types

Market demand

Competition

MICRO ENVIRONMENT

Financial Institutions

Regulatory Provisions

Industrial relation climate

Availability of skilled

manpower

TYPES OF ENVIRONMENT

1)INTERNAL ENVIRONMENT2)EXTERNAL ENVIRONMENT

BUSINESS DECISION

INTERNAL FACTORS

EXTERNAL FACTORS

INTERNAL ENVIRONMENT

Important internal factors are1) Value System

The value system of founders and those at the helm of affairs has important bearing on the choice of business, the mission and objectives of the organization, business policies and practices.

2) Mission and ObjectivesThe business domain of the company , priorities , direction of development, business philosophy, business policy etc. are guided by the mission and objectives of the company

3) Management Structure and NatureThe organizational structure, the composition of the Board of Directors, extent of professionalization of management etc. are important factors influencing business decisions.

4) Internal Power RelationshipFactors like the amount of support the top management enjoys from lower levels and workers, share holders and Board of Directors have important influence on the decisions and their implementation.The relationship between the members of Board of Directors is also a critical factor

5) Human ResourcesThe characteristics of the human resources like skill, quality, morale, commitment, attitudes etc. could contribute to the strength and weakness of the organization.The involvement, initiative etc. of the people at different levels may vary from organization to organization.

6) Company Image and Brand EquityThe image of the company matters while raising finance, forming joint ventures or other alliances, soliciting market intermediaries, entering purchase or sale contracts , launching new products etc.

1. Physical Assets and Facilities2. R&D and Technological Capabilities3. Marketing Resources4. Financial Factors

EXTERNAL ENVIRONMENT

Two Types Micro Environment

Consists of actors in the company’s immediate environment, that affects the performance of the company.

Macro EnvironmentConsists of larger societal forces that affect all the actors in company’s micro environment.

MICROENVIRONMENT The suppliers Marketing intermediaries Competitors Customers Publics

MACRO ENVIRONMENT Demographic Economic Natural Technological Political Cultural forces

Iam Marketing Head of Tata so we use this type of Strategy Process • Strategy is combination of competitive moves and business approaches. It is

necessary to stand in front of competition.• Strategy required to achieves superior performance & organization's goals.• Strategy is an art and science of

Formulating,Implementing,andEvaluatingCross-Functional Decisions that enable an Organization to Achieve its Objectives in competitive environments Attracting and pleasing customers –Staking out a market position –Competing successfully –Growing the business –Conducting operations &

• –Achieve targeted objectives• Identifying an organization’s existing vision, mission and setting

objectives followed by strategy formulation, implementation & evaluation.

• Formal planning process by the top management which involves strategy formulation, implementation, and evaluation as an on-ending process performed on a continuous basis.

• Top management’s major role is to identifying strategies that company will pursue to attain goal so fearing growth and value creation

Factor of Environmental Scanning:-

• Events:-Past events of business environment is the main factor of environment scanning. For example, if Govt. has to control food prices, it has to scan every week prices of vegetables, fruits, milk and other food items. For more simplification of price rise, Govt. will calculate wholesale price index.

• Trends:-Not just to see the past events are effective but to establish the trends on the basis of events is also very important because this is important factor of business environment scanning. Suppose, you have to take decision relating to your vegetable prices, you have all the past market price data of same vegetable. Now, you will make a trend graph. If there is an increasing trend, you will fix your vegetable price according to this.

PESTEL Analysis• It means political , economical, social and technological analysis. We scan following updates

in it.•  • Changes in Taxation Policy• Changes in Trade regulations• Changes in Governmental rules • Changes in Unemployment Policy etc.• Changes in Inflation rate• Changes in Growth in spending power• Changes in a pensionable age, suppose in Italy, pensionable age will be 67 years in 2026.• Technological changes• New or improved distribution channels• Improved communication and knowledge transfer etc.• moral factor• Laws on• Waste disposal• Energy consumption• Pollution monitoring etc.• Unemployment law• Health and safety• Product safety• Advertising regulations• Product labeling etc.

What Is Marketing Communication

Marketing communications or integrated marketing communications are message and related media used to communicate with a market. Marketing communications is the "promotion" part of the "marketing mix" or the "four Ps": price, place, promotion, and product & Tool.

• Direct Marketing• Direct Mail• Generic Mailings• Inserts• Targeted Mailings• Personalized• Versions• Customized• One-to-One• Direct Response• Telemarketing• Fulfillment• Inquiry Fulfillment• Order Fulfillment• Advertising• Print• Mass Media• Infomercials• Web Ads

• Pop-ups• Banner Ads• Public Relations• Press Releases• Media Relations• Advertorials• Speeches• Special Events• Point of Purchase• Packaging• Shelf talkers• Posters• Displays• Electronic Media• CD ROMs• PDF’s• Web sites• Web stores/Shopping Carts

Answer No-2

• I Like to Start the online Electronic Shop Like • PHONE• LAPTOP• TELIVISION• Camera And all these product sale on the different e-commerece site

like Homeshop,Noooptool ,eBay ,Homeshop18,flipkart all these site.

Introduction to Marketing Communications (Marcom)

• Business-to-Consumer(B2C)

• Business-to-Business(B2B)

• Integrated MarcomB2C&B

• Integrated Marketing Communication (IMC)

Programs

The Tools of Marketing Communications

1. Media Advertising• TV• Radio• Magazines• Newspapers

2. Direct Response and Interactive Advertising

• Direct mail• Telephone solicitation• Online advertising

3. Place Advertising• Billboards and bulletins• Posters• Transit ads• Cinema ads

4. Store Signage and Point-of-Purchase Advertising

• External store signs• In-store shelf signs• Shopping cart ads• In-store radio and TV

5. Trade- and Consumer-Oriented Promotions

• Trade deals and buying allowances

• Display and advertising allowances

• Trade shows• Cooperative advertising• Samples• Coupons• Premiums• Refunds/rebates• Contests/sweepstakes• Promotional games• Bonus packs• Price-off deals

6. Event Marketing and Sponsorships

• Sponsorship of sporting events• Sponsorship of arts, fairs, and

festivals• Sponsorship of causes

7. Marketing-Oriented Public Relations and Publicity

8. Personal Selling

The Role of Marketing Communications

Informing

Persuading

Reminding

The Marketing Communications Mix

The Marketing Communications Process

Promotion Plan Advertising

• Print advertising such as that in programs for events, trade journals, magazines, newspapers • Direct mail • Outdoor advertising, such as billboards and bus boards • Broadcast advertising on radio and TV (or Internet sites)

Marketing Collateral

• You might choose to produce and distribute materials such as: • brochures • newsletters • flyers • Posters Promotional Activities

• Sponsorships for special events (like fun runs) • Participation in community projects and boards of directors • Trade Shows - Your product or service might be one that is suited to exhibiting at a trade show

attended by your target audience. Trade shows are typically one- or two- day events that allow businesses to set up exhibits or booths showcasing their products or capabilities.

• Fairs (like Health Fairs, Job Fairs) • Give-aways (like baseball caps and mugs with your logo) • Coupons and free samples • Conducting contests

Public Speaking and Conferences

Making speeches at conferences, professional association meetings and other events positions you and your company as a leader in your field. Attending conferences is also an opportunity to make valuable contacts that lead to sales.

Publications- such as newsletters, trade journals and books.

Media Relations Campaigns

A campaign is your overall plan for contacting and staying in touch with targeted members of the media (reporters). You might want to develop a media relations campaign if it would benefit your company to be mentioned in newspaper, magazine or TV broadcasts viewed by your target audience. Developing press releases, press kits and public service announcements could be included in your media relations campaign

Promote Our Website On Social Media – Linked-in, twitter

• Create an Excellent Profile• Add Friends• Join Groups • Create your Own Group • List your Events • Syndicate your Blog • Reach OUT• Send Virtual Gifts• Use the Marketplace • Create a Community • Posting regular status updates. • Active group participation. • Send messages and invitations to those in our network and to other

group members• Try LinkedIn advertising

Face book Account

Target Audience:-• Social or professional group.• Friend Circle• Internet Users• Business Users

Thank you Sir