Session 7 - Marketing Management Qiang Liu Marketing Strategy-Company and Competitors(Cont Agenda Frameworks for strategic analyses(cont Ansoffs

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Marketing Management Qiang Liu Marketing Strategy -Company and Competitors (Cont.)
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2 Agenda: Frameworks for strategic analyses (con’t) Ansoff’s product/market matrix SWOT analysis Porter’s five competitive forces BCG Growth-share matrix Quiz 2
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3 Customers Marketing’s relationship to the 3 C’s Competitors Corporate Strategy Costs (Company) Positioning Marketing Accounting, Ops, Finance
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4 Ansoff’s product/market matrix For growth or defense Product Existing New Market Penetration + Know products and market segments well - Growth limited to this segment Product Development + Gain marketing economies of scale can cannibalize sales Market Development + Gain R&D & mfg. economies* - Need new sales training and distribution Diversification + Mitigate swings in core business - No economies of scale Market Source: H. I. Ansoff, New Corporate Strategy (New York: Wiley, 1988), p. 109. * Economies of scale refers to the decreased per unit cost as output increases. What is the risk associated with different strategic options?
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Market Penetration or Market Development Right-hand diamond ring
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Product development: Coke New Coke C2 Coke Zero
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Product development: Mont Blanc Meisterstuck
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Product development: Nestlé KitKat Flavored KitKat bars launched in the U.K. in 2004 and 2005 and later discontinued: -- Blood Orange -- Christmas Pudding -- Dark Chocolate -- Lemon & Yogurt -- Lime Crush -- Mango & Passionfruit -- Red Berry -- Seville Orange -- Strawberries & Cream -- White Chocolate
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9 SMART (Swatch Merceds ART) car
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10 Diversification: Virgin
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11 SWOT analysis External Environment Internal Environment 1. Lack of marketing expertise; 2. undifferentiated or poor products or services; 3. damaged reputation… 1. specialized marketing expertise; 2. a new, innovative product or service; 3. good business location… 1. New developing market: China, India 2. New channel: on-line 3. Bad economy or good economy… 1. Entry of competitor 2. Price war with competitor 3. Bad economy or good economy…
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Session 7 - Marketing Management Qiang Liu Marketing Strategy-Company and Competitors(Cont Agenda Frameworks for strategic analyses(cont Ansoffs

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