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COURSE N°2

COURSE N°2. Course n°2 The use of academic models in the marketing decisions for specific products. SWOT analyse Market investigation Corporate strategic models Marketing anatomy (value,strategy,tactic). Case Study. Chinese scooters

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COURSE N°2

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  1. COURSE N°2

  2. Course n°2The use of academic models in the marketing decisions for specific products • SWOT analyse • Market investigation • Corporate strategic models • Marketing anatomy (value,strategy,tactic)

  3. Case Study • Chinese scooters Describe the corporate strategy of the 2 chinese producers. Explain and justify why their lack of marketing strategies is leading to a dead end.What would be your proposals?

  4. Building innovative marketing models to create competitive advantages • Product: technological R&D , using converging technologies or converging product value proposals • Identifying emerging new market segments or revival of outdated previous markets • Positioning:Finding new industrial solutions, improving response to consumers needs and wants • Consumers targets: identifying specific customers/buyers segments • Distribution channels, logistics, price structure

  5. CASES STUDY Group 1- Sourcing decisions for Panga fish Group 2- Value analysis for deciding a service positioning in real estate business Group 3 – Value analysis of low cost airlines Group 4- Value analysis of Rayban sunglasses Group 5- Value analysis of French wines (appellations contrôlées) Group 6- Value of the territorial strategy in Nord-Pas de Calais ( pôles de compétitivité, pôles d’excellence)

  6. Step 1-Assessment of product(idea)valueDescription of the product/idea/technology:----------------------------------------------------------------------- threats To be checked Surveillance stengths Weak. Opportunit. Marketing values -Innovation -Consumer/buyers Value -Competitors offer -Market situation -Barriers and Competitive Advantages -Market accessibil. -Resources avail. -Other factors (legal,polit.cultural) 6

  7. TOOLKIT 1 Market research plan: -What information is needed, why do we need it? Is it available ( time & cost) -How are we going to get it? 2 Business intelligence : accurate understanding and analyse of hidden information 3 Project management processing 7

  8. Case study Chinese wooden floors What are the major threats that may lead the firm of the belgian manager to a dead end. What could be the marketing propositions to avoid a fatal issue?

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