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Chapter 8 Implementing Strategies: Marketing, Finance/Accounting, R&D, & MIS Issues

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Chapter 8 Implementing Strategies: Marketing, Finance/Accounting, R&D, & MIS Issues. Marketing Issues. Market segmentation Product positioning. Centrally important to Implementation. Product. Place. Promotion. Price. Quality. Distribution channels. Advertising. Level. Features.

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chapter 8 implementing strategies marketing finance accounting r d mis issues
Chapter 8Implementing Strategies: Marketing, Finance/Accounting, R&D, & MIS Issues
slide2

Marketing Issues

  • Market segmentation
  • Product positioning

Centrally important to Implementation

marketing mix component factors

Product

Place

Promotion

Price

Quality

Distribution channels

Advertising

Level

Features

Distribution coverage

Personal selling

Discounts & allowances

Style

Outlet location

Sales promotion

Payment terms

Brand name

Sales territories

Publicity

Packaging

Inventory levels/locations

Product line

Transportation carriers

Warranty

Service level

Marketing Mix – Component Factors
marketing issues
Marketing Issues

Geographic

Demographic

Market SegmentBasis

Psychographic

Behavioral

marketing issues5
Marketing Issues

Customer Wants

ProductPositioning

Customer Needs

product positioning steps
Product Positioning Steps

1. Select Key Criteria

2. Diagram Map

Product

Positioning

Steps

  • Plot competitors’
  • products

4. Look for niches

5. Develop Marketing Plan

product positioning map
Product Positioning Map

High

Convenience

High

Convenience

Rental Car Market

Rental Car Market

Firm 1

Firm 1

Firm 2

Firm 2

High

Customer

Loyalty

Low

Customer

Loyalty

Low

Customer

Loyalty

Firm 3

Firm 3

Low

Convenience

slide8

EPS-EBIT Analysis(in $millions)

  • $Amount Needed: $500
  • Stock Price $40
  • EBIT Range $1000 to $2000
  • Tax Rate 175/673 = .26 = 26%
  • Interest Rate 5%
  • # Shares Outstanding 350

Heinz Company – Year End 2001

slide10

Finance/Accounting Issues

EPS-EBIT Analysis Heinz

  • Conclusion:
    • Heinz should use debt to raise the $500 million
slide11

Finance/Accounting Issues

Projected Financial Statements

  • Allow an organization to examine the expected results of various actions and approaches
slide13

Finance/Accounting Issues

Financial Budget

-- Details how funds will be obtained and spent for a specified period of time.

slide14

Finance/Accounting Issues

Types of Budgets

  • Cash budgets
  • Operating budgets
  • Sales budgets
  • Profit budgets
  • Factory Budgets
  • Expense Budgets
slide15

Finance/Accounting Issues

Types of Budgets

  • Divisional budgets
  • Variable budgets
  • Flexible budgets
  • Fixed budgets
slide16

Finance/Accounting Issues

Evaluating Worth of a Business:

3 Basic Approaches

  • What a firm owns
  • What a firm earns
  • What a firm will bring in the market
slide17

Research & Development Issues

  • 1st firm to market new technological products
  • Innovative imitator of successful products
  • Low-cost producer of similar but less expensive products

3 Major R&D approaches to implementing strategies

slide18

MIS Issues

  • Information collection, retrieval, & storage
  • Keeping managers informed
  • Coordination of activities among divisions
  • Allow firm to reduce costs

Functions of MIS