Marketing Strategy Case Handout

Marketing Strategy Case Handout - MARKETING STRATEGY Edward...

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MARKETING STRATEGY Edward Mabaya Cornell University, Emerging Market Program Ithaca, NY, USA
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Marketing Defined ± Cooperate strategy vs. marketing strategy ± Doing the right thing vs. doing it right ± ‘Marketing is the management process that identifies, anticipates and satisfies customer requirements profitably’ ± Market: People or organizations with needs or wants and the ability and willingness to buy.
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Case Study – Rooiboos Tea ± Rooibos appears to be matching -- and possibly besting -- the health benefits claimed for other more established teas ( WebMD ) ± U.S. sales figures from the Tea Association suggest that, many Americans already regard tea as a health drink. Last year was the 15th consecutive year that consumers bought more tea than ever. . Retail supermarket sales neared $2 billion in 2006 (USA Today – 10/8/2007). ± Wupertal wants to sell their Rooibos Tea in the USA market – we develop the marketing strategy for the comopany
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Market Segmentation, Targeting, and Positioning Develop profiles of resulting segments Market Segmentation Develop measures of segment attractiveness Select the target segment(s) Develop positioning for each segment Develop marketing mix for each segment Identify bases for segmenting market Market targeting Market positioning
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Marketing Strategy Case Handout - MARKETING STRATEGY Edward...

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