ADM 2320 Chapter Notes - Chapter 2: Tim Hortons, Swot Analysis, Rolex
6 Oct 2017
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Document Summary
The marketing plan process [5 steps, 3 phases] Broad description of the firm"s objectives and the scope of activities it plans to undertake: ex. What do we need to accomplish our goals and objectives: want them to be memorable by your customers/staff, set you apart from the competition. Step 2: conduct a situational analysis using swot. Manager has less control over these issues. Strengths: location of the school, capital/city, bilingual study opportunities, co-op program, many opportunities in government sector, clubs/networking opportunities for students, triple crown accreditation. Weaknesses: not in the top tier of canadian business schools (compared to u of t, queens, less recognized brand compared to other schools. Threats: other universities, need to distinguish themselves from other universities, due to the large volume of applicants to business schools. Step 3: identifying and evaluating opportunities using stp (1) segmentation: process of dividing the market into distinct groups of customers, each group having similar needs, wants, or characteristics.
