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MARKETING MANAGEMENTLecture . Review : 

MARKETING MANAGEMENTLecture . Review MBA University of Wales Rayat London College Carlos Gomez 02-10-2010

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The company environment : 

The company environment CARLOS GOMEZ THREATS OPORTUNITIES MODIFY MARKETING STRATEGIES Industry Environment Threat of new entrants Power of suppliers Power of buyers Product substitutes Intensity of rivalry

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ENVIRONMENTAL SCANNING AND ANALYSIS : 

ENVIRONMENTAL SCANNING AND ANALYSIS CARLOS GOMEZ OPPORTUNITIES AND THREATS CRITICAL SUCCESS FACTORS

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The economic environment : 

The economic environment CARLOS GOMEZ

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CARLOS GOMEZ Industry Attractiveness Unattractive Industry Characteristics Strong rivalry Low entry barriers Strong competition from substitutes High bargaining leverage of suppliers and customers Attractive Industry Characteristics Rivalry is low or moderate High entry barriers No good substitute products Suppliers and customers are in weak bargaining positions

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CORE COMPETENCE : 

CORE COMPETENCE Ask yourself how would you rank your firms competence at: making new products, operating efficiently or being really good with customers. Whatever comes out top is your core competence. CARLOS GOMEZ

STRATEGIC CHOICES : 

STRATEGIC CHOICES A DISCUSSION OF POSSIBILITIES CARLOS GOMEZ

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CARLOS GOMEZ FORMULATING MARKETING STRATEGY CUSTOMER SEGMENTATION BRANDING PRODUCT LIFE CYCLE MARKET ENVIRONMENT Source: Ghauri (2005)

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CORPORATE AND DIVISIONAL STRATEGIC PLANNING DEFINING THE CORPORATE MISSION Missions stress the company’s policies, values and culture. Help employees to focus What is our business? Who is the customer? What is of value to the customer? What will our business be? Why should people bother to buy from us? DEFINING THE BUSINESS Product definition (business as a good producing process) Market definition (business as a customer- satisfying process) PLANNING ACTIVITIES: defining corporate mission, defining the business, assigning resources to each SBU and assessing growth opportunities.

Consider four possible types of growth. : 

Consider four possible types of growth. CARLOS GOMEZ consider other factors: market conditions (growing, declining, recession), levels of competition or the level of company resources available In short, your choices include what cost, which direction and how you do it.

What cost? : 

What cost? What is your advantage compared over competitors? Consider three possibilities : Cost Leadership - company achieves lower costs than its rivals and competes across a broad range of segments Cost Differentiation – Provide range of clearly differentiated products, which appeal to different segments. Cost Focus – concentrate on one segment only CARLOS GOMEZ

Development Strategy : 

Development Strategy