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Marketing planning refers to the structured process of formulating marketing objectives and appropriate marketing strategies to achieve these goals.

A marketing plan is a plan of action with consideration of all elements of the marketing mix (product, price, promotion, place, people, processes, and physical evidence) in order to meet the marketing objectives of the organization.

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Activity 1. Market and Product Orientation

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Activity 1. Market and Product Orientation

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Read textbook Page344-345

1. define the term market orientation.

2. define the term product orientation.

3. based on your understanding of the two terms, list one real-life business example for each, explain the reasons for your justification.

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As a market-oriented business, IKEA has achieved certain accomplishments.

Please read the article in the link, analyze and summarize how IKEA demonstrates its market-oriented attribute.

(⚠️: Directly copying and pasting from the material is prohibited. You need to analyze and summarize the information you need and paraphrase it).

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IKEA Marketing Mastery: 5 Strategies and Key Insights

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Your startup is unique. Design your own learning journey. We have you covered with insights on marketing, product building and every other aspect of startups!

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Activity3. Advantages for IKEA being a market oriented business

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Activity3. Advantages for IKEA being a market oriented business

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Activity4. Evaluation of Market and Product orientation

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Activity4. Evaluation of Market and Product orientation

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www.kahoot.it

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📍Market and product orientation reading material 1

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📍Market and product orientation reading material 1

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Business Orientation: Product Orientation and Market Orientation – What’s the Difference? | RingCentral UK Blog

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Business orientation refers to the way in which a company or organisation approaches its strategies for success. Learn the 5 types of business orientation: production orientation, product orientation, sales orientation, market orientation and societal marketing orientation.

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📍Market and product orientation reading material 2

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📍Market and product orientation reading material 2

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What is Market Orientation? Product Orientation vs. Market Orientation - FourWeekMBA

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Market orientation is an approach to business where the company focuses more on the behaviors, wants, and needs of customers in its market. A company will first target a niche market to prove a commercial use case. And from there, it will create options to scale.

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Read textbook Page 346-348

1. define the term market share.

2. define the term market growth.

3. state the two formulas to calculate market share.

4. 💻：Please choose a business you are interested in and search for its global market share in the industry.

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🤔️Perhaps you've observed a business opportunity hidden in our campus - a small store selling snacks and groceries.

Suppose you and your partner are going to run such a store, how would you design a marketing plan?

Please design one on the given A4 paper and list the elements you consider necessary.

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📖Read the attached materials above

Classify them according to the different stakeholders in the following sections.

Please copy and paste the sentences from the materials.

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Benefits of Being a Market Leader From the Perspective of Customers

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Benefits of Being a Market Leader From the Perspective of Customers

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Benefits of Being a Market Leader From the Perspective of Competitors

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Benefits of Being a Market Leader From the Perspective of Competitors

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Read textbook Page 348-349

1. define the term market leadership.

2. Individual Work：read the article attached, highlight the information about how Coca Cola has achieved its global market leadership.

3. Group Discussion：think about what benefits Coca-Cola might gain from its leading position(market leadership) in the market.

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Benefits of Being a Market Leader From the Perspective of Investors

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Benefits of Being a Market Leader From the Perspective of Investors

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Segmentation, Targeting and Positioning (STP)

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Segmentation, Targeting and Positioning (STP)

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Define the term

market segment

market segmentation

target group

targeting

positioning

辅助阅读材料：https://thestrategystory.com/blog/segmentation-targeting-positioning-stp-in-marketing-explained-with-examples/#google_vignette

https://www.edrawmind.com/article/starbucks-market-segmentation-targeting-and-positioning.html

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Benefits of Being a Market Leader From the Perspective of Employees

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Benefits of Being a Market Leader From the Perspective of Employees

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💻Choose one business you are interested in, search for its segmentation, targeting and positioning, post the website below.

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Using Table 1, construct a product position map/perception map for all four hotels.[5 marks]

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Read textbook Page 365-366

Locate the definition for niche market and mass market.

Type the key words for each definition that can help with your understanding.

Search online for a niche market product or business and upload one picture to show it.

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For the given statement

Read and write down the meaning of new vocabularies

Discuss and identify whether this is a benefit or a limitation

State whether this is the influence of a niche or a mass market

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A unique selling point or unique selling proposition, is any aspect of a business, product or brand that makes it stand out from those offered by competitors.

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Read the material

Try to locate the information within the text about "How IKEA differentiates itself from its competitors?"

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How IKEA Dominates Retail Market with Psychology of Selling

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The Global Furniture market is $557bn. IKEA made people overvalue things by owning them. Shocked by this? Read the article to explore more about IKEA.

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IKEA Marketing Mix Analysis (4Ps) - Product

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IKEA Marketing Mix Analysis (4Ps) - Product

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Please use the resources available from the Internet to find relevant information about products in IKEA, take screenshot and upload it.

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IKEA Marketing Mix Analysis (4Ps) - Price

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IKEA Marketing Mix Analysis (4Ps) - Price

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Search for relevant information about IKEA's pricing strategies, take screenshot and upload it.

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IKEA Marketing Mix Analysis (4Ps) - Promotion

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IKEA Marketing Mix Analysis (4Ps) - Promotion

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Search for relevant information about IKEA's promotional activities, take screenshot and upload it.

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IKEA Marketing Mix Analysis (4Ps) - Place

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IKEA Marketing Mix Analysis (4Ps) - Place

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Search for relevant information about IKEA's distribution channels, take screenshot and upload it.

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🤔️Think about what kind of information we might obtain from the market research.

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⚠️特别注意：

Focus Group - definition & evaluation

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Explain one advantage and one disadvantage for EI of using a focus group.

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Read textbook Page 390-391

Divide the one piece of paper into three parts, which respectively present the convenience, random and quota sampling methods.

Show its definition, one example from the textbook help with understanding, advantages and disadvantages.

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1. state at least two benefits of a balanced product portfolio.

2. state the two dimensions in the BCG matrix for assessing the products.

3. state the features for each outcome.

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The Relationship Between Product Life Cycle and a Firm's Product Portfolio

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The Relationship Between Product Life Cycle and a Firm's Product Portfolio

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Read textbook Page 400

Search for one real-life business

Explain how it uses the extension strategies to prolong the product life cycle and increase sales revenue.

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State two reasons why branding is vital to all businesses.

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Branding- Walt Disney Company Case Study

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Branding- Walt Disney Company Case Study

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The Walt Disney Company is the world's largest entertainment company.

Search for at least two brands owned by The Walt Disney Company and briefly introduce them by text and pictures.

Individual PPT: Explain how Walt Disney Company enhance its branding from the perspective of awareness, loyalty, development and value (use examples of specific activities)

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State and define the four aspects of branding specified in the IB syllabus.

(i) brand awareness

(ii) brand development

(iii) brand loyalty

(iv) brand value

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Search for one example of product packaging, explain which function it shows.

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Read textbook Page 413-416

define the term cost plus pricing.

explain the benefits and drawbacks of cost plus pricing.

define the term penetration pricing.

state the two purpose for penetration pricing.

describe the term loss leader pricing.

define the term predatory pricing.

explain the benefits and drawbacks of predatory pricing.

define the term premium pricing.

explain the benefits and drawbacks of premium pricing.

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Cost Plus/Predatory Pricing Exam Style Question Practice

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Cost Plus/Predatory Pricing Exam Style Question Practice

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You will be divided into four groups, representing the four pricing strategies respectively:

1. 📖individual reading Page417-420: read the textbook content of your pricing strategy, think about the knowledge might be tested in the exam.

2. 💬group sharing: share your findings with partners, confirm the knowledge and possible answers.

3. 📮group exchange: you will be formed into new groups with four students represent four different strategies, share your findings and take notes in the textbook.

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Promotion refers to the various marketing processes used to inform customers about a product and persuading them to purchase the product.

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Starbucks Social Media Marketing Case Study

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Starbucks Social Media Marketing Case Study

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Read the attached material - Starbucks on Social Media - The Marketing Tactics Behind the Brand’s Social Popularity

🤔️Think about how Starbucks used social media to promote its products or brands.

💻Type your ideas by adding comments.

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Socialinsider Blog: Social media marketing insights and industry tips

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Starbucks on Social Media: Strategy Analysis | Socialinsider

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A strategy analysis of Starbucks’ social media reveals the marketing tactics behind the brand’s huge success on social media. Discover more here!

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🧑‍🎨Market Orientation and Product Orientation Poster

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🧑‍🎨Market Orientation and Product Orientation Poster

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Read textbook Page 344-345 and the listed two reading materials

Choose information that can help your understanding of the market and product orientation.

Show it in your poster✍️