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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

Competitive Marketing Strategy

Spring 2001

B.P.S. Murthi

slide2
What ?
  • Marketing Strategy
  • Segmentation
  • Positioning
  • Product management
  • Pricing
  • Place ( Distribution )
  • Promotion
slide3
How ?
  • Lectures
  • Cases
  • Brandmaps
grades
Grades
  • Case analysis 30%
  • BRANDMAPS 50%
  • Class participation 20%
materials
Materials
  • BrandMaps - a simulation game
  • 7 Harvard Business School cases
cases
Cases
  • Colgate Precision
  • Walmart Stores
  • Dell Online
  • Etrade Securities
  • Virtual Vineyards
  • Broadvision
  • Firefly networks
case analysis
Case Analysis
  • Key Decision Area
    • Immediate decision
    • Long term actions
  • Situation Analysis
    • Competition
    • Environment
    • SWOT Analysis
    • Consumer needs, behavior
competitive environment
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
marketing environment
Marketing Environment
  • Demographic
  • Social / Cultural
  • Government / Legal
  • Technological
  • Economic
slide10
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
consumer needs and behavior
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?
alternate courses of action
Alternate courses of action
  • List various choices available
analysis
Analysis
  • Qualitative arguments
  • Quantitative analysis
    • Ratios
    • Graphs
    • Breakeven analysis
    • Comparisons of numbers, percentages
decision
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).
how to implement decision
How to implement decision
  • Marketing Mix decisions or Four Ps.
    • Product
    • Price
    • Promotion
    • Place
case guidelines
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