Markting Homework
Mic_Al
chapter_02_part_02.pptxProduct (goods, services)
Analysis of
competitive position
growth rate
SETTING STRATEGIC DIRECTIONS
WHERE DO WE WANT TO GO?
Business Portfolio Analysis (BCG)
Market Growth Rate
Stars
Cash Cows
Dogs
Question Marks
Relative Market Share
High
High
Low
Low
2-2
2
FIGURE 2-5 Four alternative market-product strategies for Ben & Jerry’s to expand sales revenues using diversification analysis
2-3
Diversification Analysis – growth opp.
3
Growth Opportunities (very important)
Current products, current customers
products
4
Market penetration
Gaining market share
With current products
In current markets
How?
By encouraging “their” customers to buy more
Attracting competitor’s customers (= same market segment)
Convince non-users (= same market segment)
Growth Opportunities (very important)
Also called market development strategy
Current products, new markets
(customers of diff. segment)
products
6
How? New geographical markets (KFC in China etc)
Mooyah in Dubai
How?
New pricing policy:
Children’s clothes
Growth Opportunities (very important)
products
New products, current markets
product development strategy
9
examples
Google chrome: new browser for its existing internet users
McDonald’s: new burgers
Current examples (please click on jpegs & skim through articles)
Growth Opportunities (very important)
products
New products, new markets
RISKY!!!!
12
examples
Virgin media: from Virgin music => to travel & mobile phones
Walt Disney: from movies => to theme parks
Canon: from cameras => to office equipment
related diversification opportunity
the present target market and/or retail format shares something in common with the new opportunity
E.g. from cars => to motorcycles & trucks (resource transfer; technologically related)
unrelated diversification
lacks any commonalty between the present business and the new business
no direct fit with the existing business
Advantages?
Disadvantages?
The strategic marketing process has three phases: planning, implementation, and evaluation
2-16
16
THE STRATEGIC MARKETING PROCESS
THE PLANNING PHASE
Weaknesses
Strengths
Threats
Opportunities
LO5
Situation Analysis
SWOT Analysis
Step 1: Situation (SWOT) Analysis
2-17
“Been there, done that!”
See assignment #1
17
Market Segmentation
Points of Difference
Step 2: Market-Product Focus and Goal Setting
THE STRATEGIC MARKETING PROCESS
THE PLANNING PHASE
LO5
2-18
18
FIGURE 2-8
Step 3: produce a cohesive marketing program
2-19
19
THE STRATEGIC MARKETING PROCESS
THE IMPLEMENTATION PHASE
LO6
Obtaining Resources
Designing the Marketing Organization
Developing Planning Schedules
Executing the Marketing Program
Marketing Strategy
Marketing Tactics
2-20
20
THE STRATEGIC MARKETING PROCESS
THE EVALUATION PHASE
Acting on Deviations
Planning Gap
Comparing Results with Plans to Identify Deviations
2-21
“…uh oh.”
21
