1 / 16

Competitive Marketing Strategy

Competitive Marketing Strategy. Spring 2001 B.P.S. Murthi. What ?. Marketing Strategy Segmentation Positioning Product management Pricing Place ( Distribution ) Promotion. How ?. Lectures Cases Brandmaps. Grades. Case analysis 30% BRANDMAPS 50% Class participation 20%.

tailynn
Télécharger la présentation

Competitive Marketing Strategy

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. Competitive Marketing Strategy Spring 2001 B.P.S. Murthi

  2. What ? • Marketing Strategy • Segmentation • Positioning • Product management • Pricing • Place ( Distribution ) • Promotion

  3. How ? • Lectures • Cases • Brandmaps

  4. Grades • Case analysis 30% • BRANDMAPS 50% • Class participation 20%

  5. Materials • BrandMaps - a simulation game • 7 Harvard Business School cases

  6. Cases • Colgate Precision • Walmart Stores • Dell Online • Etrade Securities • Virtual Vineyards • Broadvision • Firefly networks

  7. Case Analysis • Key Decision Area • Immediate decision • Long term actions • Situation Analysis • Competition • Environment • SWOT Analysis • Consumer needs, behavior

  8. Competitive Environment • Concentration: Market Share of top 2 firms? Top 5 firms? • Strength and Weaknesses of the firms? • On what basis do they compete? Price? Service? Quality? Availability? • Barriers to Entry and Exit? • Competitive Intensity

  9. Marketing Environment • Demographic • Social / Cultural • Government / Legal • Technological • Economic

  10. SWOT Internal: Strengths or Weaknesses • Costs • Brand • Distinct Competencies • Sustainable or unsustainable advantages External: Opportunities or Threats • Changes in patterns of customer behavior/buying • Demographic trends • Legal • Changes in price of substitutes • Supply of raw materials • Position in Product Life Cycle • Market Growth Rate

  11. Consumer Needs and Behavior • What consumers need • What do they look for? • Perceptions about brands/products? • Price Sensitivity? • Demand? • Who buys? Where? • Who decides? How to reach them?

  12. Alternate courses of action • List various choices available

  13. Analysis • Qualitative arguments • Quantitative analysis • Ratios • Graphs • Breakeven analysis • Comparisons of numbers, percentages

  14. Decision • Segmentation:On what basis to segment the market? • Targeting:Which groups to target? • Positioning:How to position the company to potential customers (often driven by earlier steps).

  15. How to implement decision • Marketing Mix decisions or Four Ps. • Product • Price • Promotion • Place

  16. Case guidelines • Do not re-hash case facts unless you are making a point. • Make reasonable assumptions • Recognize many alternatives • Discuss pros and cons of alternatives • Clear recommendation • Suggestions for implementation

More Related