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STRATEGY IMPLEMENTATION

STRATEGY IMPLEMENTATION. Market segmentation:subdividing of market into distinct subsets of customers according to needs and buying habits Product positioning: identifying what customers want and expect and how competitors are behaving and a company should position itself.

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STRATEGY IMPLEMENTATION

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  1. STRATEGY IMPLEMENTATION • Market segmentation:subdividing of market into distinct subsets of customers according to needs and buying habits • Product positioning: identifying what customers want and expect and how competitors are behaving and a company should position itself. Centrally important to Implementation is decision on how to market

  2. Marketing Issues Geographic Demographic Market SegmentBasis Psychographic Behavioral

  3. Product positioning • Involves understanding wants and needs from a customer perspective • Assess how competitors are positioned in their ability to fulfill these needs • Identify a gap to exploit

  4. Product Positioning Steps 1. Select Key Criteria 2. Diagram Map Product Positioning Steps • Plot competitors’ • products 4. Look for niches 5. Develop Marketing Plan

  5. Product Positioning Map High quality Mercedes BMW Honda Hyundai High price Low price Kia Perodua Naza Proton Low quality

  6. Finance/Accounting Issues • Acquiring needed capital: trade-off between debt and equity • Developing projected financial statements • Preparing financial budgets • Evaluating worth of a business Essential for implementation

  7. COMBINE LOAN S500K AND STOCK 10K ISSUE COMMON STOCK (20K) LOAN $1M

  8. Factors to consider in decision • Extent of control dilution • Interest rate • Share price • Less share dilution if price is high • More share dilution if price is low • Amount of funds needed • Future financial requirements

  9. Finance/Accounting Issues Evaluating Worth of a Business: Three Basic Approaches • What a firm owns: value of stockholders’ equity • What a firm earns: net income x 5 • What a firm will bring in the market: • a) price-earning ratio method • b) outstanding shares method

  10. WHAT YOU SHOULD HAVE UNDERSTOOD? • KEY MARKETING ISSUES IN THE STRATEGY IMPLEMENTATION STAGE • HOW TO PERFORMANCE PRODUCT POSITIONING ANALYSIS? • KEY CONSIDERATIONS IN DECIDING FUNDING DECISION • HOW TO DETERMINE THE NET WORTH OF COMPANIES?

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