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SkeletonSlide5_2010Fall_MGMT324

SkeletonSlide5_2010Fall_MGMT324 - MGMT 324 Marketing...

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MGMT 324 Marketing Management Sangwoo Shin Fall 2010 Sections 5 & 6 Sep 13, 2010
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C ompetition C ompany C onsumer 3 C Checklist Recap Objectives Resources Costs Company fit Collaborators Who How many Current 4 P decisions Possible reactions Expected future actions Entry Target market Who Size Growth Consumer behavior What/Why Where/How When PEST
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C ompetition How many Who Current 4 P decisions Possible reactions Expected future actions Entry Topics for Today ( 3 C Checklist: C ompetition)
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Defense strategies Possible Reactions (From Defender’s Standpoint) Defender 1) Position 2) Flank 3) Preemptive 4) Counteroffensive 6) Contraction 5) Mobile Attacker
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Examples of defense strategies Possible Reactions (From Defender’s Standpoint) Position defense : Occupying the most desirable market space in consumers’ mind by making the brand almost impregnable ex) Pampers diapers for dryness, Tide detergent for cleaning, Crest toothpaste for captivity prevention Flank defense : Protecting a weak flank by erecting outposts ex) Smirnoff’s reaction to low-priced competitor Wolfschmidt
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