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Competitive Marketing Strategy

Competitive Marketing Strategy. Spring 2001 B.P.S. Murthi. What ?. Marketing Strategy Segmentation Positioning Product management Pricing Place ( Distribution ) Promotion. How ?. Lectures Cases Brandmaps. Grades. Case analysis 30% BRANDMAPS 50% Class participation 20%.

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Competitive Marketing Strategy

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  1. Competitive Marketing Strategy Spring 2001 B.P.S. Murthi

  2. What ? • Marketing Strategy • Segmentation • Positioning • Product management • Pricing • Place ( Distribution ) • Promotion

  3. How ? • Lectures • Cases • Brandmaps

  4. Grades • Case analysis 30% • BRANDMAPS 50% • Class participation 20%

  5. Materials • BrandMaps - a simulation game • 7 Harvard Business School cases

  6. Cases • Colgate Precision • Walmart Stores • Dell Online • Etrade Securities • Virtual Vineyards • Broadvision • Firefly networks

  7. Case Analysis • Key Decision Area • Immediate decision • Long term actions • Situation Analysis • Competition • Environment • SWOT Analysis • Consumer needs, behavior

  8. Competitive Environment • Concentration: Market Share of top 2 firms? Top 5 firms? • Strength and Weaknesses of the firms? • On what basis do they compete? Price? Service? Quality? Availability? • Barriers to Entry and Exit? • Competitive Intensity

  9. Marketing Environment • Demographic • Social / Cultural • Government / Legal • Technological • Economic

  10. SWOT Internal: Strengths or Weaknesses • Costs • Brand • Distinct Competencies • Sustainable or unsustainable advantages External: Opportunities or Threats • Changes in patterns of customer behavior/buying • Demographic trends • Legal • Changes in price of substitutes • Supply of raw materials • Position in Product Life Cycle • Market Growth Rate

  11. Consumer Needs and Behavior • What consumers need • What do they look for? • Perceptions about brands/products? • Price Sensitivity? • Demand? • Who buys? Where? • Who decides? How to reach them?

  12. Alternate courses of action • List various choices available

  13. Analysis • Qualitative arguments • Quantitative analysis • Ratios • Graphs • Breakeven analysis • Comparisons of numbers, percentages

  14. Decision • Segmentation:On what basis to segment the market? • Targeting:Which groups to target? • Positioning:How to position the company to potential customers (often driven by earlier steps).

  15. How to implement decision • Marketing Mix decisions or Four Ps. • Product • Price • Promotion • Place

  16. Case guidelines • Do not re-hash case facts unless you are making a point. • Make reasonable assumptions • Recognize many alternatives • Discuss pros and cons of alternatives • Clear recommendation • Suggestions for implementation

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