04s_PLC - Department of Department of Marketing Marketing...

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Unformatted text preview: Department of Department of Marketing Marketing Prof. Joseph Salvacruz Prof. Joseph Salvacruz MARK 512 MARK 512 Strategies Across Life Strategies Across Life Cycle Cycle 2 MARK 512 Marketing Strategy and Policy JC Salvacruz Marketing Strategies for New Market Entries 8 8 Strategies for Strategies for Growth Markets Growth Markets 9 9 Chapters Chapters Strategies for Mature and Declining Markets 10 10 3 MARK 512 Marketing Strategy and Policy JC Salvacruz Porters Basic or Generic Strategies Porters Basic or Generic Strategies 1. Delivered cost position associated with size/scale and tight cost and overhead control eg no frills and no extra service 2. Differentiated offering eg creating unique or superior product/services wide distribution coverage superior quality or technology 3. Operating in a protected niche eg through patent protection 4 MARK 512 Marketing Strategy and Policy JC Salvacruz Miles and Snows Business Strategies Miles and Snows Business Strategies Prospectors- opportunity-seekers; first-movers Analysers- intermediate; risk-averse; second- or third-entrant Defenders- maintains a secure position in a stable product area Reactors- no well-defined competitive strategy 5 MARK 512 Marketing Strategy and Policy JC Salvacruz Exhibit 3.2 Exhibit 3.2 Combined Typology of Business-Unit Competitive Strategies Combined Typology of Business-Unit Competitive Strategies Competitive strategy Differentiation Cost leadership Emphasis on new product-market growth Heavy emphasis No emphasis Prospector Analyzer Defender Reactor Units primarily concerned with attaining growth through aggressive pursuit of new product-market opportunities Units with strong core bus.; actively seeking to expand into rel. prod-mkts with differentiated offerings Units with strong core bus.; actively seeking to expand into rel. prod-mkts with low-cost offerings Units primarily concerned with maintaining a differentiated position in mature markets Units primarily concerned with maintaining a low-cost position in mature markets Units with no clearly defined product-market development or competitive strategy 6 MARK 512 Marketing Strategy and Policy JC Salvacruz Exhibit 3.4 Exhibit 3.4 How Business Strategies Differ in Scope, Objectives, Resource Deployments, How Business Strategies Differ in Scope, Objectives, Resource Deployments, and Synergy and Synergy (1 of 2) (1 of 2) Dimensions Scope Goals and obj. Adaptability (new product success) Effectiveness (inc. mrkt share) Efficiency (ROI) Resource deployment Synergy Low-cost defender Mature/stable/well- defined domain; mature tech.and cust. segments Very little Little High Generate excess cash (cash cows) Need to seek operating synergies to achieve efficiencies Differentiated defender Mature/stable/well- defined domain; mature tech.and cust. segment Little Little High Generate excess cash (cash cows) Need to seek operating synergies to achieve efficiencies 7...
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04s_PLC - Department of Department of Marketing Marketing...

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