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BA 7050

BA 7050. January 26, 2002. Class Update. Field Trip March 30 - Mauser Harmony with Nature Foundation Michigan Wildlife Habitat Foundation Bath, Michigan near Lansing Discuss strategic issues & environment Log Cabin Learning Center & Woodlands Wear Comfortable Shoes

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BA 7050

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  1. BA 7050 January 26, 2002

  2. Class Update • Field Trip March 30 - Mauser Harmony with Nature Foundation • Michigan Wildlife Habitat Foundation • Bath, Michigan near Lansing • Discuss strategic issues & environment • Log Cabin Learning Center & Woodlands • Wear Comfortable Shoes • Luxury Bus will leave Oak at 9:00 am, donuts/bagels/coffee on bus, lunch provided • Possible video on the bus en route

  3. Essay Scholarship • Write a one page essay about a sustainable environmentally responsible product or company and win a $500 to $1,000 scholarship from the Mauser Foundation MBAs & undergrads are eligible in my classes 7700, 7430, 7050, & 5700 • Submit to me by end of February, money to be awarded by end of term, & 1 bonus point will also be given for the effort

  4. Guest Speakers • Metro Airport Strategy & Development • & Cross Winds Marshland I-275 • Fixing the Ford Rouge for the 21st Century • Dearborn Ford Motor • Detroit River Heritage Initiative -downtown • Brand Strategy Exercise -brainstorming • CustomerCentric MarketingStrategy - GM • DCX Covisint Alliance Strategy - DCX • Creative Strategy Development & Execution

  5. Chap 3 • Physical Environment • global warming trends • greenhouse effect • green products • government/political issues

  6. Chapter 3 • Economic & Competitive Environment • Channel Changes • Technological Changes • Regulation/De-regulation • Telekom Developments • Changing Values Attitudes & Lifestyles • Shopper Segmentation Report

  7. Chapter 3 Exercise • Opportunity Threat Matrix • Develop an opportunity/threat matrix for your project selected • List 3 opportunities/threats • Draw the chart with Probability Level & Impact Level • List different response strategies

  8. Chapter 4 • Product Life Cycle • See Chart • Market Hierarchy for Consumer Products • Product Class • Industry Level • Implications of life cycle stages • Types of strategies & responses

  9. Chapter 4 • Marketing Mix • Pricing Strategies • Skimming • Penetration Pricing • Price Lining • Distribution in Channels - Simplot McD’s • Promotion Issues - Spud Man

  10. Chapter 4 • Marketing Mix Changes • Shakeout Stage • Mature Stage • Decline Stage • Harvesting • Investment Strategy

  11. Chapter 4 • Diffusion of Innovation Theory explains the adoption of a product or service over time among buyers & emphasizes behavior, demographics, communication etc.

  12. Chapter 4 • Adoption Rate & Process • 5 Stages in Adoption Process of Purchase Cycle: • 1. Awareness=> • 2. Interest=> • 3. Evaluation=> • 4. Trial=> • 5. Adoption

  13. Chapter 4 • New part of the cycle is what you do when you dispose or get rid of product…now a consideration, recycled, given away, etc. • Adopter Categories • Innovators • Early Adopters • Early Majority • Late Majority • Laggards

  14. Chapter 4 • Product Differentiation & R&D • Competitive Supply Side • Industry Groups Strategic Groups • Industry Analysis & Competition • Group Breakout • Discuss Adoption Behavior List & Map out Major Forces that determine Industry Competition & threat of new entrants

  15. Chapter 4 • Group Summaries

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