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MD_11F_4040_W4_0915_Branding_Positioning_Strategy

MD_11F_4040_W4_0915_Branding_Positioning_Strategy - MC 4040...

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+ MC 4040 ADVERTISING PROBLEMS Account Planning & Positioning 09/15/2011 Copyright © 2011 Yongick Jeong
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+ Today’s Agenda SWOT analysis Branding Positioning Types of Positioning Strategies Essential Elements of Positioning Strategies
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+ SWOT Analysis
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+ SWOT Analysis The SWOT analysis classifies the _________________________________________ and _________________________________________.
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+ SWOT Analysis: Internal Factors Factors should be evaluated across the organization in areas such as: Product (performance/quality, price, design, package, etc)
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+ SWOT Analysis: Internal Factors Factors should be evaluated across the organization in areas such as: Operational capacity Patents and trade secrets
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+ SWOT Analysis: External Factors Economic, technological, legal, political and social- cultural Customers, competitors, distributors, government regulators
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+ SWOT Analysis: External Factors Changes in the external environment may be related to: Partners Political and regulatory environment
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+ SWOT Analysis: External Factors Opportunity An opportunity is a situation or circumstance that can ________________________________________________. The chance to __________________________________________ Threat A threat is ________________________________________________ Threats to the market position of existing products and may necessitate a change in product specifications or the development of new products in order for the firm to remain competitive
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+ SWOT Analysis: Opportunities Sources of increased sales: Get current users to Get current users to
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+ SWOT Analysis: Opportunities Still other potential opportunities: Changing consumers’ needs, wants or interests
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