Hassan Fahmy on Marketing - Marketing Fundamentals

Marketing Fundamentals :
Strategic Marketing
SWOT Analysis
STP
Bostom Matrix
Marketing Mix 4Ps

Hassan Fahmy on Marketing
Hands on experience conducting business analysis, strategic planning, marketing strategies & tactics and business plans. Internal assessment, Gap analysis, risk analysis and operational procedures manuals. Develop business models, conduct market research, market profile and marketing studies. RSTP market study either to corporates, prior branding campaigns and/or a specific product line. Sales & marketing planning, procedures, distribution policy, reporting, KPIs and incentives systems. Plan and supervise marketing collaterals, SMM analytics & calendars, proposal templates and project charts. Plan, recruit, train, mentor and coach corporate sales, B2B sales, Consultative sales and telesales.

1. Strategic Marketing 101
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Business Development- Hassan Fahmy 2023
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2. Marketing Fundamentals
Definition of Marketing
The process of creating and delivering desired goods and services
to customers; involves all of the activities associated with
obtaining retainingloyal
Strategic Planning
Strategic planning is an organization's process of defining its
strategy, or direction, and making decisions on allocating
resources
mechanisms for guiding the implementation of the strategy.
“When “SWOT’ analysis
doesn’t work, “So
What’ analysis work.”
--Amol Code

3. Strategic Planning
Strategic planning is an organization's process of
defining its strategy, or direction, and making
decisions on allocating its resources to pursue
this strategy. It may also extend to control
mechanisms for guiding the implementation of
the strategy.
1.Define your vision
2.Create your mission
3.Set your objectives
4.Develop your strategy
5.Outline your approach
6.Get down to tactics
Vision
Mission
SMART Objectives
Strategic Planning
Action Plans & Approach
Tactics & Programs
"Change is not a
destination, just as
hope is not a
strategy."
--Rudy Giuliani

4. Ex.03 – Strategic Analysis
Define Corporate’s
Mission:
Vision:
SMART Objectives:
•Specific targets:
•Measuring KPIs
•Attainability: %
•Assigned Team:
•Define targeted Results:
•Time Frame:
"The key to successful
leadership today is
influence, not
authority."
--Ken Blanchard
Business Development- Hassan Fahmy 20234

5. SWOT Analysis
The tool is applicable to any size of company – from the sole trader to the
multinational organization. It can be used by individuals or as a group exercise or
dashboard areas for discussion.
Strengths & weaknesses
skills, expertise or technological “know-how”, particular organizational resources,
intellectual capital, competitive capabilities or potential advantages.
Opportunities & threats
environment.
SWOT Analysis Applications
•Establishing the company’s strengths, weaknesses, opportunities & the threats.
•Analyzing the output as part of:
•Performance improvement processes
•in strategy formulation.
•Generating a summary of a strategic situation.
"Change is not a
destination, just as
hope is not a
strategy."
--Rudy Giuliani

6. SWOT Analysis
SWOT Usage precautions
It can be used as part of a change program to convert threats into opportunities and
internal weaknesses into competitive strengths.

however, a word of caution in using “checklists” is that they can make the user lazy and
may miss SWOT features. The simplicity of the tool can be a trap and care needs to be
taken in using this for two main reasons:
Weighted impact on the business - It is not the volume of each category but their
severity, whilst an organization may have 10 strengths and only 2 weaknesses, the 2
major weaknesses may easily outweigh the 10 strengths based on their weighted
impact on the business.
Timely impact on the business - the factors used to populate the matrix must be
regarded as a “snap-shot” at a particular moment in time and as the world changes
new opportunities and threats emerge. Furthermore, what are thought to be internal
strengths today may not be the same tomorrow.
"Change is not a
destination, just as
hope is not a
strategy."
--Rudy Giuliani

7. Ex.03 – Strategic Analysis
Define your company’s
Mission:
Vision:
SMART Objectives:
•Specific targets:
•Measuring KPIs
•Attainability: %
•Assigned Team:
•Define targeted Results:
•Time Frame:
"The key to successful
leadership today is
influence, not
authority."
--Ken Blanchard

8. The BCG Growth-Share Matrix
The growth share matrix is
a portfolio management
framework that helps
companies decide how to
prioritize their different
businesses.
"Focus on the right
message for the
right people at the
right time."
--Russell Glass

9. Ex.04 – Portfolio Analysis
Define your company’s Product Portfolio
Stars:
Question Marks:
Cash Cows:
Dogs:
"The key to successful
leadership today is
influence, not
authority."
--Ken Blanchard

10. Strategic Marketing - RSTP
Marketing Planning sequential processes:
•Market Research
•Segmentation
•Targeting
•Positioning
•Marketing Mix (5Ps)
"Change is not a
destination, just as
hope is not a
strategy."
--Rudy Giuliani

11. “
”
IF WE KNEW WHAT WERE
DOING IT WOULDN’T BE
CALLED RESEARCH.
― Albert Einstein
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12. RSTP - Market Research
Market Research Process:
Market research is an organized effort to gather information
about target markets, competition and customers in order to
satisfy customers’ needs, increase sales, maximize profit, and
beat the competition.
Qualitative techniques “Primary”:
•Questionnaires
•Focus groups
•In-depth interviews
Quantitative techniques “Secondary”:
•Disk Research
•Customer surveys
"Change is not a
destination, just as
hope is not a
strategy."
--Rudy Giuliani

13. RSTP – Segmentation
A market segment is a group of consumers who respond in a
similar way to a given set of marketing efforts.
•Behavioral
B2C: Frequent purchase / Brand loyalty / Usage level / Benefits sought
/ Distribution channels / Reaction to marketing factors.
B2B: How soon can it be delivered? / Decision Making Process /.
•Demographic
Age / Gender / Income / Education
•Psychographic
Attitudes / Lifestyle / Hobbies / Leadership
•Geographic
Local / Regional / Int’l
"Change is not a
destination, just as
hope is not a
strategy."
--Rudy Giuliani

14. RSTP – Targeting
Target marketing is the process of evaluating each market
segment’s attractiveness & selecting segments to enter
Size & growth:
How large is the segment / Sales value, volume / profitability
Growing vs. Contracting / Stability over time
Structural attractiveness:
Analyze Segment Competition Sensitivity / Price Elasticity
Marketing program responsiveness / reachable and accessible
Company objectives and resources:
51 CC enough resources / Hands-on-experience
Skills & know-how / operational capacity
“Everything we hear is
an opinion, not fact.
Everything we see is a
perspective, not
truth."
- Marcus Aurelius

15. RSTP - Positioning
Positioning:
Positioning is the act of designing the company’s offering
Competitive Edge and USP Communication
in the minds of the target market.
Positioning Approaches:
Against a competitor / Service FAB / Usage occasion
Price lines -- Luxury vs. premium vs Commodity brand
“Everything we hear is
an opinion, not fact.
Everything we see is a
perspective, not
truth."
- Marcus Aurelius

16. Ex.03 - “STP”
Define your company’s STP:
Segmentation:
State all segments and Identify each Segment Characteristics
Targeting:
Evaluate each segment’s
•Size & Growth
•Structural Attractiveness
•Arab Testing Objectives & Resources
Positioning:
•State how Arab Testing will position its brands among each segment
•Provide Arab Testing USP & Competitive Edge
“All our dreams can
come true, if we
have the courage to
pursue them.”

17. “
”
ALMOST EVERYTHING
CARRIES WITH IT SOME SORT
OF RISK, WHETHER IT’S
STARTING A NEW BUSINESS,
LEAVING HOME, GETTING
MARRIED, OR FLYING IN
SPACE.
– Chris Hadfield, astronaut
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18. Break
Break
Business Development- Hassan Fahmy 2023
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19. Marketing Mix
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20. The Marketing “Mix”
The marketing mix is the
set of controllable tactical
marketing tools (product,
price, place, &promotion)
that the firm blends to
produce the response it
wants in the target market.
"Focus on the right
message for the right
people at the right
time."
--Russell Glass

21. The Marketing “Mix”
Marketing Mix
Product
Features
Brand Name
Packaging
Services
Warranty
Price
Price List
Discounts
Allowances
Credit Policy
Payment Terms
Place
POS
Outlets
Channels
Transportation
Stock
Promotion
Advertising
Sales Promo
Publicity
SMM
SEM
"Focus on the right
message for the right
people at the right
time."
--Russell Glass

22. Marketing “Mix” - Product
The product strategy deals with the products or services your
business will provide. Product considerations include:
•Service Attributes
•Features and Benefits
•Branding & packaging
•to maintain customer loyalty.
"Focus on the right
message for the right
people at the right
time."
--Russell Glass

23. Marketing “Mix” - Price
The price strategy is a financial decision and a marketing strategy
that ensure revenue generation and profits to the company.
•Markup Profit
•Competition based pricing
•Specialty Pricing
•Price Elasticity "Focus on the right
message for the right
people at the right
time."
--Russell Glass

24. Marketing “Mix” - Place
The place strategy deals with how you will deliver
your services to customers. Place strategy
considerations include:
•Channels & Intensity of distribution
•Transportation, Location, Layout, and Availability
Channels of distribution
Direct channel / Indirect channel ( Intermediaries )
Web / Mobile Apps.
"Focus on the right
message for the right
people at the right
time."
--Russell Glass

25. Marketing “Mix” - Promotion
The promotion strategy is designed to tell potential customers
about a business’s products and their characteristics, benefits, and
availability.
•Advertising
•Social Media
•Public Relations
•SEO / SEM
•App Store Promo
"Focus on the right
message for the right
people at the right
time."
--Russell Glass

26. Ex.04 –Marketing Mix
Product:
•What is your product mix?
•How do you position your product?
•What benefits or features do your products offer?
•How are you building your brand?
Place:
•State how you deliver you Services through direct channel or Indirect channel
“Treat your men as you
would your own
beloved sons. And they
will follow you into the
deepest valley.”

27. “
”
THE MOMENT YOU
DOUBT WHETHER YOU
CAN FLY, YOU CEASE
FOREVER TO BE ABLE TO
DO IT.”
—Peter Pan
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28. 28
Coffee Break
Coffee Break
Business Development- Hassan Fahmy 2023