Ohmae Article Slides 9_1_11

Ohmae Article Slides 9_1_11 - undiscovered value for...

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What should be the goal of marketing strategy? Consumer Analysis: Whose needs? (end user? channel members?). Pull vs. Push marketing? Company Resource Analysis? Getting Back to Strategy (Ohmae)
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What are the marketing options when the competitive wolf is at the door? Coffee percolator example Other good examples not from article: Starbucks, Body Shop, Google and really … most market leading brands. Getting Back to Strategy (Ohmae)
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Getting Back to Strategy (Ohmae) Ok, but…how do we go about creating
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Unformatted text preview: undiscovered value for consumers? Qualitative and Quantitative Consumer behavior research such as Approaches to Consumer Behavior Research (from Peter and Olson 2005) Take Away Authentic Marketing Strategy Leads to: Less me too products Less reactive head to head competition Greater meaningful differentiation Greater price flexibility Barriers to entry Greater brand equity...
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Ohmae Article Slides 9_1_11 - undiscovered value for...

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