marketing plan objective.docx

marketing plan objective.docx - (1 Efficient labor(2...

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(1) Efficient labor (2) No-frills goods and services (3) Government subsidies (4) Product design (5) Reengineering (6) Production innovations (7) New methods of service delivery a. Product/service differentiation competitive advantage *Product/service differentiation competitive advantage: The provision of something that is unique and valuable to buyers beyond simply offering a lower price than that of the competition. b. Niche competitive advantage It seeks to target a smaller market segment that has good growth potential but is not crucial to the success of major competitor. *Niche competitive advantage: the advantage achieved when a firm seeks to target and effectively serve a small segment of the market. c. Building sustainable competitive advantage *Sustainable competitive advantage: an advantage that cannot be copied by the competition. Low price is not a sustainable competitive advantage. 2.1 Setting marketing plan objectives Marketing objectives must be realistic, measurable, time specific, and compared to a benchmark.
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  • Spring '12
  • RobRouwenhorst
  • Marketing, McDonald, Wendy, Differentiation Competitive Advantage, c. Building

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