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MBA 517: Session #5 “Your company does not belong in markets where it can’t be the best.” – Philip Kotler

MBA 517: Session #5 “Your company does not belong in markets where it can’t be the best.” – Philip Kotler. Your host: David Perry October 21, 1999. Recap from last week…. Competition: Porter’s forces 6 positions – dominant to nonviable Reactions – laid-back to stochastic

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MBA 517: Session #5 “Your company does not belong in markets where it can’t be the best.” – Philip Kotler

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  1. MBA 517: Session #5“Your company does not belong in markets where it can’t be the best.”– Philip Kotler Your host: David Perry October 21, 1999

  2. Recap from last week… • Competition: • Porter’s forces • 6 positions – dominant to nonviable • Reactions – laid-back to stochastic • Strategies – market leader to market nicher • Segmentation – Niche > Local > Individual > Bases • Differentiation – Product > Services > Personnel- • Positioning – 4 strategies; 4 errors; USP; Statement • Product Lifecycle – Intro thru Decline; strategies • Ben Keylin –Promo Triangle (he returns 11/18)

  3. Today >>> Next Week • Today: Launch PharmaSim • Starting & Using PharmaSim (handout disks) • Team Evaluation components • Case Discussion • Today: Microsoft Works case • Guest: Libby Nuttal (former MS Works Product Mgr) • Next Week: Guests – Mike Fulton & Chris Ireland • Topics: Global Marketing + Products People Love • Reading: Lecture will touch on Kotler (Chap 11&12)

  4. PharmaSim • Everyone needs a disk (provide coupon) • Starting and using PharmaSim (handout) • Schedule for decisions • Team Evaluation • Case Discussion

  5. PharmaSim Schedule Note: Administrative Reports due on 11/4; 11/8; 12/2

  6. Team Evaluation • Administrative Reports • Turn in with decision 2, 4, 8 • PharmaSim Team Strategy Memo • Due when you turn in decision 2 (5 pages max) • PharmaSim Strategy Plan • Due when you turn in decision 4 (5 pages max) • PharmaSim Team Presentation • Presented on 12/2 • PharmaSim Team Performance • Turn in floppy disk on 12/2 with decisions thru 8

  7. PharmaSim Case Qs • Who are the current and potential customers for Allround? How does the purchase process for these buyers work? • What market does Allround compete in? • What advantages does the Allround brand offer vs. competition? Who do you consider Allround’s competitors to be? Why? • How does the trade segment the market? • What are the most important issues to attend to in planning for next year?

  8. Microsoft WorksCase Discussion

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