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Innovative Marketing Strategies: Analyzing Chinese Producers and Competitive Advantages

This course focuses on the application of academic models to make informed marketing decisions for specific products. It covers comprehensive tools like SWOT analysis, market investigation, and corporate strategic models. A case study on Chinese scooter manufacturers highlights their lack of effective marketing strategies, leading to stagnation. Additionally, students will explore innovative marketing models, emerging market segments, and distribution channels, culminating in practical applications through various case studies, including Panga fish sourcing and real estate service positioning.

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Innovative Marketing Strategies: Analyzing Chinese Producers and Competitive Advantages

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  1. COURSE N°2

  2. Course n°2The use of academic models in the marketing decisions for specific products • SWOT analyse • Market investigation • Corporate strategic models • Marketing anatomy (value,strategy,tactic)

  3. Case Study • Chinese scooters Describe the corporate strategy of the 2 chinese producers. Explain and justify why their lack of marketing strategies is leading to a dead end.What would be your proposals?

  4. Building innovative marketing models to create competitive advantages • Product: technological R&D , using converging technologies or converging product value proposals • Identifying emerging new market segments or revival of outdated previous markets • Positioning:Finding new industrial solutions, improving response to consumers needs and wants • Consumers targets: identifying specific customers/buyers segments • Distribution channels, logistics, price structure

  5. CASES STUDY Group 1- Sourcing decisions for Panga fish Group 2- Value analysis for deciding a service positioning in real estate business Group 3 – Value analysis of low cost airlines Group 4- Value analysis of Rayban sunglasses Group 5- Value analysis of French wines (appellations contrôlées) Group 6- Value of the territorial strategy in Nord-Pas de Calais ( pôles de compétitivité, pôles d’excellence)

  6. Step 1-Assessment of product(idea)valueDescription of the product/idea/technology:----------------------------------------------------------------------- threats To be checked Surveillance stengths Weak. Opportunit. Marketing values -Innovation -Consumer/buyers Value -Competitors offer -Market situation -Barriers and Competitive Advantages -Market accessibil. -Resources avail. -Other factors (legal,polit.cultural) 6

  7. TOOLKIT 1 Market research plan: -What information is needed, why do we need it? Is it available ( time & cost) -How are we going to get it? 2 Business intelligence : accurate understanding and analyse of hidden information 3 Project management processing 7

  8. Case study Chinese wooden floors What are the major threats that may lead the firm of the belgian manager to a dead end. What could be the marketing propositions to avoid a fatal issue?

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