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Marketing Strategies in the

Marketing Strategies in the

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Marketing Strategies in the

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  1. Marketing Strategies in the

  2. Structure • Strategy as Matching • Types of Strategy • Frameworks for Strategic Choice • Strategy to Operations

  3. Basic Decisions Business Customers ? Who is the Customer? What will we achieve How will we use or resources?

  4. Strategy as Matching MARKETS - All the total collection of potential customers in a category of market PRODUCTS - All the activities and resources of the business that impact the market place

  5. Types of Strategy Mass Marketing Market Segmentation Scale of Customer Focus Target (Niche) Marketing Maxi- Marketing

  6. General Strategy Types

  7. Features of Marketing Strategy Development • Scale has moved from general to • more specific • e.g. commodity to Brand • Move to Value Creation • e.g. functional to extended Values • Elements of Marketing activity have • changed in line with Strategy • e.g. media to personalised • communications

  8. Strategic Choice Frameworks • Range of standard frameworks • Identify position/ alternatives • All based on Product – Market • interaction • Commonly used: • - Ansoff Matrix • - Boston Matrix • - Directional Policy Matrix

  9. Ansoff Matrix 現有產品 新產品 現有市場 新市場

  10. Boston Matrix (Box) 明星事業

  11. Directional Policy Matrix 差 中

  12. Summary • Marketing Strategy seeks to • achieve objectives through • matching resources with • market features • Focus is on Customers and • Competition

  13. Summary • Strategy frameworks • usually describe different • product/market • combinations • Generally, strategies • have moved from focus • on Markets to focus on • Customers