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


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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

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
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)
today next week
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)
pharmasim
PharmaSim
  • Everyone needs a disk (provide coupon)
  • Starting and using PharmaSim (handout)
  • Schedule for decisions
  • Team Evaluation
  • Case Discussion
pharmasim schedule
PharmaSim Schedule

Note: Administrative Reports due on 11/4; 11/8; 12/2

team evaluation
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
pharmasim case qs
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?