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strategy
Course: HM 615, Fall 2009School: Allan Hancock College
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Word Count: 175
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strategy A Marketing plan for analysing a target market to allow for the development of a marketing mix and the prioritising of marketing objectives 1) Growth strategies market penetration Market expansion Product Development 2) Integrative strategies Backward integration Forward integration Horizontal integration . 3) Diversification Three questions to help determine strategy 1. How highly developed is...
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strategy
A Marketing plan for analysing a target market to allow for the development of a marketing mix and the prioritising of marketing objectives
1) Growth strategies
market penetration Market expansion Product Development
2) Integrative strategies
Backward integration Forward integration Horizontal integration .
3) Diversification
Three questions to help determine strategy
1. How highly developed is your
product?
1. What is your level of MP?
3. How "mature" is our (actual or prospective) market?
Existing product
New products
Penetration Integration Diversification
expansion Prod development Diversification
Strategy Planning Process
The first rule of strategy is planning to know the internal and external environments
the external environment
Those factors, outside our own organisation, that could impinge on the welfare of our organisation or the sale of our products. (a) Social forces (b) industry competition
Social forces
1. 2. 3. 4. 5.
Economic climate Political forces Social trends Demographic trends Technology
industry competition
intensity of competi...
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