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Developing Organizational Objectives and Formulating Strategies

Development goals

ObjectivesobjectivesWhat organizations want to accomplish (outcomes) in a given period of time. are what organizations want to take the final result we want to achieve in a given period of time. Besides being accomplished within a certain period, the goals must be realistic (possible) and be measurable, if possible. "To increase sales by 2 percent by the end of the year" is an example of a goal of an organization can develop. You probably already set goals for yourself that you want to achieve in a given period of time. For example, your goals may be to maintain a grade point average and work experience or an internship before graduating.

Objectives help guide and motivate employees of a company and give their points of reference for managers in evaluating the company's marketing activities. Although many organizations publish their mission statements, most for-profit companies, does not publish its objectives. Achievements at every level of organization helped PepsiCo meet its corporate objectives over the past year. PepsiCo business units (divisions) have increased the number of its facilities to grow their brands and enter new markets. PepsiCo's beverage and snack units gained market share through the development of healthier products and products that are more convenient to use.

goals of a marketing company should be consistent with the objectives of the company at other levels, such as the corporate level and business level. An example of a marketing goal of PepsiCo may be "an increase of 4 percent market share of Gatorade at the end of the year." Companies in order to analyze their different divisions or companies will be discussed later in this chapter.
Formulating Strategies

StrategiesstrategiesActions (means) taken to achieve the goals. are means to ends, or that a company will do to achieve its objectives. Successful strategies to help organizations establish and maintain a competitive advantage that competitors can not easily imitate. PepsiCo tries to sustain its competitive advantage, constantly developing new products and innovations, including the "Mega Brands", which are eighteen individual brands that generate more than $ 1 billion in sales each.

Companies use various strategies to achieve its objectives and opportunities of marketing. For example, in addition to pursuing a low-cost strategy (selling products at low cost), Walmart has simultaneously pursued a strategy of opening new stores around the world quickly. Many companies develop marketing strategies as part of their general, the business plans in general. Other companies preparing marketing plans separate. Summary Let's marketing plans here and discuss them more fully in Chapter 16, The Marketing Plan.

Sales of flat planmarketing documents that is designed to communicate the marketing strategy for an offer. The aim of the plan is to influence executives, suppliers, distributors and other key partners in the enterprise for which they will invest money, time and effort to ensure that the plan is a success. is a strategic plan at the functional group that presents a marketing company with management. It's a script that improves the understanding of your company's competitive position. The marketing plan also helps the company allocate resources and divide the tasks that employees need to make the company achieve its goals. The different components of marketing plans will be discussed throughout the book and then discussed together in the final book. Next, let's take a look at different types of market strategies based companies before continuing the development of their marketing plans.

Figure 2.12. Products and Strategies for Market Entry

Products and Strategies for Market Entry

The different types of entry strategies and product market a company can take to reach your goals.

Market penetration penetration strategiesmarket strategySelling over existing products and services to existing customers. focus on increasing sales of a company from its existing products to its existing customers. Companies often offer customers special deals or low prices to increase their use and encourage them to buy products. When Frito-Lay distributes discount coupons to customers or offering discounts for buying multiple packages of chips, the company is using a penetration strategy. The Campbell Soup Company welcomes consumers to buy more soup, providing easy recipes using soup as an ingredient for cooking quick meals.

Product Development strategiesproduct strategyCreating development of new products or services for existing markets. involve creating new products to existing customers. A new product can be a totally new innovation, a better product or a product with higher added value, as one with a new feature. Cell phones that allow consumers to charge purchases with your phone or taking pictures are examples of a product with higher added value. A new product can also be one that comes in different variations, such as new flavors, colors and sizes. Mountain Dew Voltage, introduced by PepsiCo Americas Beverages, in 2009, is one example. Keep in mind, however, that what works for one company might not work for another. For example, soon after Starbucks announced it was cutting the number of its offer of lunch, Dunkin 'Donuts announced it was adding items to their lunch menu.

Market Development strategiesmarket strategySelling existing products or services to new customers. Foreign markets often provide opportunities for organizations to expand. Exporting, licensing, franchising, joint ventures and direct investment are the methods that companies use to enter international markets. focus on new markets with existing products. For example, during the recent economic crisis, manufacturers of coffee machines of high began targeting customers who go to cafes. Manufacturers are hoping to develop the market for their products, making consumers know that they can make good coffee at home for a fraction of what they spend at Starbucks.

New markets could include new groups of customers, such as different age groups, new geographic areas, or international markets. Many companies, including PepsiCo and Hyundai, entered and were successful in rapidly emerging markets like Russia, China and India. As Figure 2.12, "Product and Market Entry Strategies" shows, there are different ways or strategies by which firms can enter international markets. The strategies vary in the degree of risk, control and investment firms face. Companies can simply exportexportSell products to buyers in foreign markets. Or sell their products to overseas buyers, which is the least risky and less expensive, but offers the least control. Many small businesses export their products to foreign markets.

Companies can also licenselicenseSell the right to use some aspect of the production process, trademark, patent or individuals in foreign markets. Or sell the right to use some aspect of their production processes, trademarks or patents, for individuals or businesses in foreign markets. Licensing is a popular strategy, but companies need to figure out how to protect their interests if the licensee decides to open her own business and to cancel the license agreement. The French manufacturer of luggage and handbag Louis Vuitton faced this problem when he entered China. Competitors began illegally putting the Louis Vuitton logo on various products, which cut the profits of Louis Vuitton.

Figure 2.13. Image

The front of a KFC franchise in Asia may be much larger than the KFC stores in the United States. Sale of franchises is a popular way for companies to enter foreign markets.

FranchisingfranchisingGranting an independent operator, the right to use your company's business model, sales and technical support for a fee. is a longer term form of licensing, which is extremely popular with business services such as restaurants such as McDonald's and Subway, hotels like Holiday Inn Express, and cleaning companies like Stanley Steamer. Franchisees pay a fee to the franchise and must adhere to certain standards, however, they benefit from the advertising and brand recognition of the company's franchising offers.

manufacturingWhen Contract hire companies manufacturingcontract manufacturers to produce their products in another country. allows companies to hire the vendors to produce their products in another country. The manufacturers are given the specifications of the products that are manufactured and sold on behalf of the company that contracted manufacturing. contract manufacturing can provide tax incentives and can be more profitable than manufacturing the product in the country of origin. Examples of products on contract manufacturing is often used to include mobile phones, computers and printers.

Joint ventureAn venturesjoint entity that is created when two parties agree to share their profits, losses and control with one another in an economic activity carried out jointly. combine the experience and investments of both companies and help companies enter foreign markets. Companies in each country share the risks, as well as investments. Some countries like China, often require companies to form a joint venture with a domestic company to enter the market. After entering the market through a partnership with a national company and settle in the market, some companies may decide to separate from their partner and become their own business. Fuji Xerox Co., Ltd., is an example of a joint venture between Japan's Fuji Photo Film Co. and the American company document management from Xerox. Another example of a joint venture Sony Ericsson. The combined company the Japanese firm Sony's electronics expertise with the Swedish company Ericsson telecommunications expertise.

Direct investmentdirect investmentOwning a company or facility abroad. (Owner of a company plant or outside) is another way to enter a foreign market. For example, Bev, a Dutch manufacturer of Beck's beer, was able to gain market share in the U.S. through the purchase of St. Louis, Anheuser-Busch. A strategy of direct investment involves more risk and investment, but offers greater control. Other companies, such as advertising agencies, may want to invest and develop their own business in international markets directly, instead of trying to do it through other companies.

Figure 2.14. Market Entry Methods

Market Entry Methods

Diversification strategiesdiversification strategyOffering products that are not related to other existing products produced by the organization. involve entering new markets with new products or doing something outside ordinary business of the company. Companies that have little experience with different markets or different products, often diversify their product lines by acquiring other companies. Diversification can be profitable but can also be risky if a company does not have the experience or the resources they need to successfully implement the strategy. purchase of Warner Music Group concert promoter Bulldog Entertainment is an example of a failed attempt at diversification.

Opportunity Funds for Investing in Distressed Properties

Mission:
To provide liquidity to distressed Real Estate Brought by the credit crisis, and create a lucrative investment opportunity for assets that are artificially undervalued due to poor Economic Times and a tight credit environment, with structured with maximum flexibility Returns Allocate based on the level of risk assumed by investors.


Investor Criteria:
To participate you must be a qualified investor, which by definition is a person with income exceeding $ 200,000 in each of the last two years or joint income with spouse exceeding $ 300,000 for the year and a reasonable expectation of the same income level in the current year, or a person who has individual net worth, or joint net worth with the person's spouse, that exceeds $ 1 million at the time of purchase.

Objective:
Due to the mortgage and credit crisis of 2007, and the reaction of regulators regarding concerns of capital, banks and other financial institutions have substantially strengthened the guidance of their loans. Many properties that were very "bankable" in previous years are now being removed, creating a liquidity crisis in many sectors of the housing market. This liquidity crisis is placing a huge burden on some borrowers who are being forced to liquidate in a market with few buyers of cash, which is creating some buying opportunities very desirable to buyers with cash.

Objectives:
Investing in distressed assets with 1) the substantial increase in potential value, or 2) assets with limited supply, providing intrinsic value (eg, beach, ski slope or golf front, near a commercial or other key locations) or 3) properties that can be purchased substantially below its economic value or replacement cost, and can easily be enhanced or unrealized value and sold as the market recovers in a substantial profit for investors.


Sponsorship / General Partner: WA Investment, LLC, as structured by Watson Advisors.


Investments / Summary Criteria

    * A buyers market - substantial returns are achieved through the purchase of goods during the tight liquidity and credit markets, and rare periods when investments in real estate assets are no longer used and is artificially undervalued. Have not figured as a strong buyer's market since the mid-80s, and capital gains will be realized through substantial purchases of troubled assets over the next 12-24 months.
    * Invest in quality - to invest in assets with high appreciation potential, with limited supply of assets, providing intrinsic value (eg, sea, facing ski slope, next tier commercial or other key locations) or properties that can be purchased substantially below its economic value or replacement cost, and can easily be enhanced or unrealized value and sold as the market recovers in a substantial profit for investors.
    * Enjoy Optimization - An analysis will be done to determine the optimal amount of leverage to maximize return with an acceptable level of risk (ie, income properties with reasonably predictable income would take a higher level of developed plots, which could take on more debt than raw land). Debt levels are anticipating the following levels:
          Properties of the Income - 50% to 75%
          the land developed - 35% to 65% (depending on liquidity)
          Raw Land - 25% to 50% (depending on cash available for interest expense and carry)
    * Investment Criteria predefined - Numerous properties are analyzed for price versus economic value or replacement, the necessary money, market potential, risks involved, etc., and only the best investments will be acquired. Specific criteria are:
          These properties, with substantial head, which have a potential IRR of 30% or more, and with a minimum additional investment
          Properties which can be purchased at 60% or less of the economic value or replacement
          The investments that require a low level of cash investment with a definable skill enough to make a reasonable provision


Investment Structure:

    * Custom Investment Options-The differential investment opportunity that provides a flexible structure that enables an investor to choose the desired level of risk and return.
    * Limited Investors - The class of investor who will put all the money needed for the transaction, and receive a return of 8% cumulative preferred, a position 1, and 40% of net profit.
    * Financial Investors - Another class of investment that will not be required to put all the money, but personally guarantee the debt for 40% of net profit. Some investors will choose to be a bit of money, (Investors Limited) and Financial Investor willing to personally guarantee the debt in order to participate in a greater share of revenues.
    * Limitation of Liability Exposure - The debt will be negotiated to limit the liability of 125% of the investor's pro rata share of debt, to quantify the potential exposure and provide an efficient structure of the debt not to tie a disproportionate share of the credit on the investor any one agreement.
    * Professional Management - The General Partner (GP) The role will be fulfilled by using Watson WA Investments Advisors, LLC, and receive 20% of the net to put transactions together and manage the investment. The GP will have overall responsibility and authority to execute the business plan set down in the time of investment, and develop, restructure and sell the property without the subsequent approval of the Limited or financial investors.
    * Cost Structure predefined - for purely speculative investments that do not require more involvement, the GP will be compensated strictly on the percentage of net profit. Recovery or management projects will make an intensive rate of development or management compatible with the amount of work involved. Investors will have the ability to understand all the fees before investing. All expenses such as legal, accounting, planning, etc. will be borne by the project.
    * Structuring and Security Diversification - Each property will be acquired through a separate LLC (WA1, WA2 WA3, etc.), with three levels of investment described above, clearly defined within each entity. This will provide some legal protection in case of a particular asset has a legal problem, and prevent the infection of other investments by a resort to legal problems. In order to create diversification, investors are encouraged to spread their investments over a number of CLL and multiple geographic locations, rather than just putting more money into an investment or just a market. The investments will be highly secure to cover any debts.
    * Investment "Right Sizing" - Individual investments will be in the range of $ 250,000 to $ 1,000,000, unless related smaller investments can be grouped into an entity (such as buying multiple condos in the same project from different buyers and grouped into a single investment entity) and sizes of investment unit will start at $ 50,000 per investment, and all investors must be Qualified Investors (income over $ 200,000, $ 300,000 if married and / or the value of a Net excess of $ 1 million).
    * Predefined Business Plan - All development of refurbishment and transportation costs will be set in advance a business plan defined, and substantial amendments to that plan will be reported and approved by the Investors. Otherwise, the GP will have full authority to act on behalf of the LLC to maximize returns.
    * Standardized Reporting - Quarterly reports will be developed in each asset to keep investors informed about the status and progress of the investment, and taxes are filed and K-1 is delivered to investors or before March 31 next year.
    * Lender Requirements - Financial Partners will undertake to continue to provide financial statements and tax returns to keep creditors informed of your current financial condition, and to provide the lenders the ability to maintain its current credit files.


Below is a visual representation of the investment structure:

Diversification Strategy

Rather to create an entity to make multiple investments, a new LLC is established for each investment, WA Investments, LLC as general manager of consistent entities. Investors are encouraged to spread their investment across multiple properties and multiple markets to ensure diversification of the investment fund Opportunity. It also provides asset protection in the unfortunate event that any assets have a legal problem arise, which is contained in this level of asset and not allowed to "infect" other assets or entities, or experience a catastrophic event in any geographic market.

7 Parts to Planning a Productive and Successful Promotional Campaign

When planning a promotional campaign in mind that a general campaign consists of three desired outcomes:

Result 1: Your promotional message reaches your target audience and target.

Result 2: Enter your message is understood by your audience.

Outcome 3: His message stimulates the receptors and act.

The question is how do you achieve these results with your campaign? The process is easy, but it takes "planning" time.

Here are seven steps that will get their campaign off to the right start.

    * Step 1: Assess Opportunities Marketing Communications.
      It is important this first step to analyze and understand the needs of your target market. Who is your message going out? current users, among those influencers, decision makers, groups or the general public?

    * Step 2: Which communication channels do you use?
      In the first stage of planning that you must have defined markets, products and environments. This information will help you decide which channels of communication will be most beneficial. Will you use personal communication channels such as face to face meeting, telephone contact, or perhaps a personal sales presentation? Or is that communication is not personal, such as newspapers, magazines, direct mail or work better?

    * Step 3: Determine your goals
      Keep in mind that your goals in a promotional campaign are slightly different from his campaign. promotional purposes shall be expressed in terms of behavior in the long or short term for people who have been exposed to your promotional communication. These objectives should be clearly stated, measurable and appropriate to the phase of market development.

    * Step 4: Determine the Promotion Mix
      This is where you need to allocate resources among sales promotion, advertising, marketing and sale of personal path. Do not skimp on one of these areas. You must create an awareness among buyers for its promotional campaign for success. Promoting a well-rounded will use all these methods in some capacity.

    * Step 5: Develop your promotional message
      This is the time you get to sit with his team and focus on content, feature, structure, format and source of the message. Remember to use in promotional campaigns and execution always work together.

    * Step 6: Developing the promotion budget
      This is the exciting part. You must now determine the total promotion budget. This is to determine the cost breakdowns for territory and promotional mix elements. Take some time to break down tasks and determine the accessibility, percent of sales, competitive parity. By breaking these expenses you will have a better idea of measuring the potential success of your campaign.

    Step 7: Determine the effectiveness of campaign
      Once you are assigned marketing communications, promotional strategies should be defined in a formal written document. This document should include situation analysis, copy platform, the schedules for the effective integration of promotional elements, with elements in your marketing mix. You will also need to determine how you will measure the effectiveness, since it is implemented. How to measure actual performance to planned objectives. You need to collect this information by asking your target market whether they recognized or retrieve specific advertising messages, which remind about the message, how they felt about the message, and if their attitudes toward the company was affected by the message.

Diversification strategy - Less risk in stock trading

Would you make and save enough money for retirement in the near future? Do you still waiting for money from your desk drawer? Do you think the discount rate was too low to obtain significant results on investment per year? Why not try something risky, and at the same time, provide superior performance? I'm not talking about stock trading is simple. What I'm talking about using a strategy of diversification in stock exchange. It is not as complicated as you might think.

Before starting to discuss the strategy of diversification for stock trading, here are saying that I want to remind you.

"Do not put all your eggs in one basket."

This strategy requires investment in different types of stocks that do not move perfectly in the stock market fluctuations. So you get a diversified portfolio. As I said, "stocks that do not move together," I mean that the stocks you should invest in increases in stock price in both economic boom and recession. Actions must be of different sizes and different industries.

You can tell me,

So that would mean that even in normal market or a booming economy, we must also invest in stocks that are relatively low at this time. Why? Are you crazy?

It serves as a buffer stock so that when recession strikes, as happened a few months ago, you will not lose everything. By having a diversified portfolio, you reduce the variability of your inventory and reduce risks.

Two types of risks

In fact, there are two types of risks when it comes to trading in the stock market. The first is the market risk and the second is a diversifiable risk.

1. Market risk is the risk that is common to all businesses. The risk of recession, as rising commodity costs, etc. This is the kind of risk that can not be diversified even if you have a diversified portfolio.

2. diversifiable risk is the risk that is unique to each company. These include the risk of strikes, bankruptcy, escaped with money managers, businesses, etc. can be diversified away the risk when someone has a diversified portfolio.

Some benefits have Diversified

1. Less Risk! This is the best benefit I can think of. stocks deeper into your portfolio, a more diversified risk.

2. Assure you that even with fluctuations in stock market prices, your portfolio is more secure than if you invest in a particular stock. We give you more assurance that you do not waste your money or not to throw things.

Asian Investment Provide Diversification

Asian Provide Investment Diversification
Having looked at the possible developments in China, the latest news from the rest of Asia is not good. Industrial production in Japan fell more than 8% in November, the biggest drop in 55 years. It is also expected that Toyota (TM) may report its first loss since the Second World War. According to a report from Bloomberg:

    Japan's economy probably will shrink at an annual rate of 12.1 percent this quarter (ended 8 December), the largest drop since 1974 as the collapse of exports ...

    "We expect a negative growth will continue for a fifth straight quarter for the period April to June 2009."

    Companies surveyed said they plan to reduce the production of more than 8 percent this month and 2.1 percent in January. Exports fell an unprecedented 26.7 percent last month from a year earlier.

    The data have led many economists to revise their projections of GDP. Bank of America Corp. now predicts a contraction of 6.5 percent annualized drop of 2.7 percent previously estimated.

The around 90 yen to a dollar is high and 13 years Japan has emphasized export woes.

As U.S. consumers cut spending and Europe is hitting countries like Taiwan and Thailand, plus China and Japan the excess capacity were built, and unless the situation stabilizes in the U.S., the ability of these countries are going to find it extremely difficult. If the U.S. stimulus does not work for some reason, these countries are going to find it extremely difficult. As a U.S. company and leveraged credit based on a cash flow basis, the absorption capacity in excess can also take time.

competitive devaluation can also begin. Japan has indicated it intends to take measures to prevent the yen rising. He said:

    Japan was ready to intervene in the forex market for the first time in four years. With the economy already in recession, along with the U.S. and Europe, the yen is surging upward pressure on exporters ...

Most countries in Asia, excluding Japan, is expected to see inflation or low inflation and not deflation. A report from Morgan Stanley:

    ... It is notable that Singapore and Indonesia are the two ends of the spectrum of inflation. The open nature of the economy more vulnerable to the accumulation of slack, and consequently, reduced pricing power. Furthermore, the correction of the housing cycle is likely to appear in the CPI as lease agreements for replacement with a lag. In the recessions of 1998 and 2001 when GDP growth was -1.4% and -2.4%, respectively, were three to four quarters of deflation. We hope that the negative inflation over 2H09.

Countries that have economies driven by deficits are those who will be affected more often than decreases the global liquidity and the flow of foreign capital reduces in comparison with the past was leveraged.

It appears that diversification strategies will not be easy to implement in 2009.

Choosing a Real Asset

The entire category of real assets includes a range of potential investments, including real estate, gold and other commodities such as oil, minerals and agricultural products. Each of these, however, has its own return and volatility characteristics, and may or may not serve as an effective inflation hedge at any given time. Real estate, for example, is often subject to unique supply-and-demand or financing dynamics that are separate from other real assets and not always closely correlated with inflation.

“When choosing a real asset to invest in, it’s important to understand the real asset’s correlation with other investments in the portfolio, such as stocks or bonds, and the real asset’s direct correlation with inflation,” says Jim McDonald, chief investment strategist for Northern Trust. “For example, in 2008, commodities, as an asset class, went down every bit as much as stocks. So what’s important is making sure an investment is directly correlated with inflation, and not necessarily correlated with the performance of other portfolio investments.”

Whether real estate, gold, oil, minerals or Treasury Inflation Protected Securities (TIPS), real assets can deliver robust diversification benefits due to their often-negative correlation with stocks and bonds.
Get Real Assets

The Real Value of Real Estate

One such real asset is, of course, real estate. Often considered attractive by investors for both its income producing and inflation hedging benefits, real estate as a broad asset class encompasses several different property types each with different risk and return characteristics.

The most accessible form of real estate investment is public real estate equities, although public and private debt investments (including mortgages) also provide investors with real estate investment exposure. Historically, the best real estate inflation hedge, however, has been available from private investments in those property types with the shortest lease terms such as hotels that can raise rates nightly. The potential inflation hedge benefit is lessened as you move to public real estate alternatives such as stocks issued by real estate investment trusts (REITs). Nevertheless, in an inflationary environment, REITs are likely to still outperform a broader equity universe as investors anticipate REIT operators’ ability to raise rents and pass through operating expenses when inflation accelerates.
An Inside TIPS on Inflation

Real assets also include inflation-protected financial securities, such as TIPS, that provide a total return tied directly to the actual inflation rate. Inflation-indexed bonds issued by the U.S. Treasury, TIPS’ principal value is regularly adjusted to reflect changes in the Consumer Price Index (CPI), the most commonly used measure of inflation. With TIPS, your portfolio benefits from owning U.S. government securities that offer protection from geopolitical turmoil or a financial system downturn like a traditional treasury security, while also preserving value if the inflation picture turns out worse than expected.

“The definition of real assets is that they have a high, positive correlation with inflation,” Skjervem says. “As a result, TIPS represent a good inflation hedge because their value is directly tied to changes in the CPI. That means when you add TIPS to your portfolio, you’re not buying them to maximize return, but rather to provide portfolio stability and inflation protection.”
The Value of Being Prepared

With the unemployment rate still rising, it seems unlikely that higher wages will generate serious inflation in the foreseeable future. And, as weak consumer demand continues to challenge corporate profits, the potential for higher prices for consumer goods is likely to remain muted until the recovery gathers steam and enters a full-fledged expansion. Nevertheless, real assets such as commodities, gold and real estate may continue to benefit investors as they seek quality investments in an economic downturn.

But if and when inflation returns, it’s important to be prepared, and real assets can provide an effective hedge against the adverse consequences of inflation. Taking steps now to protect your portfolio against inflation may prove to be a wise move down the road.