1 / 13

Marketing Strategies in the

Marketing Strategies in the. Structure. Strategy as Matching Types of Strategy Frameworks for Strategic Choice Strategy to Operations. Basic Decisions. Business. Customers. ?. Who is the Customer? What will we achieve How will we use or resources?. Strategy as Matching.

whitney
Télécharger la présentation

Marketing Strategies in the

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. Marketing Strategies in the

  2. Structure • Strategy as Matching • Types of Strategy • Frameworks for Strategic Choice • Strategy to Operations

  3. Basic Decisions Business Customers ? Who is the Customer? What will we achieve How will we use or resources?

  4. Strategy as Matching MARKETS - All the total collection of potential customers in a category of market PRODUCTS - All the activities and resources of the business that impact the market place

  5. Types of Strategy Mass Marketing Market Segmentation Scale of Customer Focus Target (Niche) Marketing Maxi- Marketing

  6. General Strategy Types

  7. Features of Marketing Strategy Development • Scale has moved from general to • more specific • e.g. commodity to Brand • Move to Value Creation • e.g. functional to extended Values • Elements of Marketing activity have • changed in line with Strategy • e.g. media to personalised • communications

  8. Strategic Choice Frameworks • Range of standard frameworks • Identify position/ alternatives • All based on Product – Market • interaction • Commonly used: • - Ansoff Matrix • - Boston Matrix • - Directional Policy Matrix

  9. Ansoff Matrix 現有產品 新產品 現有市場 新市場

  10. Boston Matrix (Box) 明星事業

  11. Directional Policy Matrix 差 中

  12. Summary • Marketing Strategy seeks to • achieve objectives through • matching resources with • market features • Focus is on Customers and • Competition

  13. Summary • Strategy frameworks • usually describe different • product/market • combinations • Generally, strategies • have moved from focus • on Markets to focus on • Customers

More Related