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Understanding Porter’s Generic Strategies for Effective Marketing in Business Studies

This study aims to provide an in-depth understanding of Michael Porter’s generic strategies, which can be applied across various industries. The objectives include defining and explaining these strategies, analyzing firms in relation to the theory, and evaluating their effectiveness. Participants will engage in tasks to identify appropriate strategies for different businesses, with a focus on European organic juice companies. The session encourages critical assessment of the relevance of Porter’s strategies in modern marketing contexts, aiming to strengthen competitive advantages.

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Understanding Porter’s Generic Strategies for Effective Marketing in Business Studies

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  1. Selecting Marketing Strategies A2 Business Studies

  2. Aims and Objectives Aim: • Understand porters’ generic strategies Objectives: • Define Porter’s Generic Strategies • Explain the Porters’ Generic Strategies • Analyse firms in relation to the theory • Evaluate the use of the theory

  3. Starter • Define Test Markets • Define Moving Averages • Define Extrapolation

  4. Porter’s Generic Strategies • Michael Porter 1980s • Generic Marketing strategies which could be applied to all products and services in all industries, regardless of the type of organisation or size. • Each of the strategies is a way of gaining a competitive advantage, or edge, over the competition.

  5. Porters’ Generic Strategies Competitive ScopeNarrowBroad Cost Leadership Differentiation Cost Differentiation Source of Competitive Advantage Cost Focus Differentiation Focus

  6. Porters’ Generic Strategies Task Task: • Decide upon which strategy is most appropriate for each business and place them on the diagram. • Justify why you have placed each firm where you have on the diagram.

  7. Case Study: European Organic Fruit Juices Task: In groups comment on the advice given to organic juice companies in relation to Porter’s four generic strategies. Do you feel it is appropriate? If so, why?

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