Week 3 - Strategic Marketing: *Competition: *Bases * Levels...

Info iconThis preview shows pages 1–19. Sign up to view the full content.

View Full Document Right Arrow Icon
MKTG 4890 Week 3 Strategic Marketing: *Competition: *Bases * Levels * Methods for determining * Causes *Consumer Behavior 0
Background image of page 1

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
Case Studies
Background image of page 2
10 Commandments of Case Anal ysis Read case twice before any analysis List all problems and issues Analyze thoroughly Link case to text material Use table 1 for your financial analysis Use well-reasoned arguments Organize recommendations by order of  importance Ensure your recommendation addresses all issues Don’t risk the future of the business 
Background image of page 3

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
Outline For Case Analysis 1. Situational Analysis    a. Nature of Demand   b. Extent of Demand   c. Nature of Competition   d. Environmental Climate   e. Stage of Product Life Cycle   f. Cost Structure of Industry   g. Skills of Firm
Background image of page 4
Outline For Case Analysis 2. Identify the Problem 3. Generate and Evaluate Alt. Solutions   a. Objectives Defined   b. Marketing Mix/Program Decision
Background image of page 5

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
Marketing Planning Nature of Planning 0
Background image of page 6
4 Elements of Planning 4. Strategy ©
Background image of page 7

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
4 Elements of Strategy 1. Scope (Strategic domain) 2. Objectives 3.  Max positive differentiation©
Background image of page 8
Strategic 5 - Cs Customer Company Competitor Over competitor (Create greater value) Mktg. Strategy: Achieve max positive differentiation Context/Collaborators
Background image of page 9

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
 Components of Strategy 4. Identification of Sustainable  Competitive Advantage ©
Background image of page 10
SUSTAINABLE COMPETITIVE  ADVANTAGE (SCA) Customer has perception of consistent  difference in important attributes Difference is result of capability gap Both difference in attributes and capability  gap are enduring
Background image of page 11

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
Elements of Planning 5 Tactics
Background image of page 12
Strategic 5 - Cs Customer Company Competitor* Over competitor (Create greater value) Mktg. Strategy: Achieve max positive differentiation Context/Collaborators
Background image of page 13

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
Defining the Competitive Set
Background image of page 14
Competition as Defined by the  Product form competition - includes only products  or services of the same product type. Product category competition - products that have  similar features and provide the same basic function. Generic competition - incorporates the customer’s  notions of substitutability. Budget competition - products and services that are 
Background image of page 15

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
4 Levels of Competition Diet lemo n limes Base ball card s Fruit flavore d colas Coff ee Diet Cok e Diet Peps i Diet- Rite cola Bottl ed wate r Lem on lime s Regula r colas Beer Jui ces Win e Fast foo d Tea Vide o rent als Ice cre am Product form competition: Diet colas Product category competition: Soft drinks Generic competitio : Beverages Budget competition: Food and entertainment
Background image of page 16
Methods for Determining  Existing categories ©
Background image of page 17

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
Competitor Analysis (Actual) Strategic Groups Pursue similar competitive strategies Have similar characteristics Have similar assets and competencies
Background image of page 18
Image of page 19
This is the end of the preview. Sign up to access the rest of the document.

Page1 / 65

Week 3 - Strategic Marketing: *Competition: *Bases * Levels...

This preview shows document pages 1 - 19. Sign up to view the full document.

View Full Document Right Arrow Icon
Ask a homework question - tutors are online