TYPES OF MARKETING STRATEGIES MARKET LEADER STRATEGIES 1. Expand total market 2. Defend market share 3. Expand market share MARKET CHALLENGER STRATEGIES 1. Define strategic objective and opponents 2. Choosing an attack strategy MARKET FOLLOWER STRATEGIES MARKET NICHE STRATEGIES ================ A. 1. MARKET LEADER STRATEGIES EXPAND TOTAL MARKET • New Users E.g.: perfume:--> non-users (mkt-penetration strat) --> men (new market strat) --> other countries (geo-expan strat) E.g.: J&J Baby shampoo:
Words: 1301 - Pages: 6
Morgan Motor Company An analysis on Internal and external environment i|Page Table of Contents Executive Summary .................................................................................................................. iii 1.0 Current Situation.................................................................................................................. 1 1.1 Current condition ...............................................................................................
Words: 14866 - Pages: 60
mobile marketing. A dissertation submitted by: Phil Hudson BA (Hons) Marketing The Media School Bournemouth University 2012 - 2013 Word count: 9992 I Dissertation Submission Form with Author’s Declaration This form must be fully completed and submitted to the Media School Student Support Reception with 2 copies of your bound dissertation/project. Incomplete submissions will not be accepted. Full Name: Phil Hudson Student ID Reference No: 4229546 Programme: BA (Hons) Marketing Submission
Words: 29596 - Pages: 119
created unnecessary risks in search of growing their profit margins (Mariotti, 2011). This is the basis of the proposal to increase Artemis Sportswear profits without taking unnecessary risks. The four points labor costs, operational costs, marketing, and non-essential costs will guide us in increasing profit margins without taking unnecessary risks. Another point we will discuss is the impact on morale and possible solutions to alleviate the impact on our employees during these changes. Even though
Words: 2596 - Pages: 11
Concept and Process of Marketing Marketing is the science and art of incorporating intuition, creativity and innovation in designing new products and identifying channels for their distribution. It encompasses a fair mix of both behavioural and management science. Having a strong foundation in the field of marketing helps an individual translate his thoughts and ideas into appropriate actions, effortlessly. Elements of the Marketing Process The primary aim of every marketing process is to earn
Words: 1057 - Pages: 5
Abstract This report discusses the details of the evolution of Apollo Group, Inc. [University of Phoenix] and the various marketing methods it used to become one of the premier for-profit educational institutions, and the various obstacles the company has been through to claim the spot that it currently holds, in the business, and education arenas. It should be noted that much of Apollo Group, Inc. [University of Phoenix] success, lies on the fact that they were the first institution that pioneered
Words: 2506 - Pages: 11
Rubbermaid has won several awards for their marketing innovations. The company is well-known for its synthetic rubber materials and the application of those materials to develop innovative products that has led to the creation of profitable products. The case mentions three innovative and unique products developed by Rubbermaid. The director of product management had stated that consumers had been requesting for help in organizing the garages and suggested that storing tools efficiently was the number
Words: 463 - Pages: 2
Introduction International Public Relations Campaigns are increasingly used by states, non-government organisations and multinational companies to achieve specific objectives, purposes or goals, especially to improve the situations, to exploit the target markets or to solve problems of the organizations. Theoretically, a PR campaign has been defined as a “concerted effort of an organization to build socially responsible relationships by achieving research-based goals through the application of communication
Words: 4484 - Pages: 18
value‟ to a „Precious fashion accessory‟. Plain gold is gradually easing its stranglehold on the Indian consumer psyche to give way to diamonds, platinumand colored gemstones. The way jewellery was worn before is undergoing atremendous change. Traditional designs are yielding to modern jewellery, heavygold is giving way to light and simple designs. Consumers are more qualityconscious than ever before. The jewellery market is one of the largest consumersectors in the country- larger than telecom,
Words: 3216 - Pages: 13
the current capacity of our systems and full-time staff. Difficulty in retaining aggressive non-partner CPAs, as they move to smaller firms that will make them partners sooner. Being perceived as a non-progressive, "too traditional" firm and maybe overlooked as a viable option for new clients. Some individuals within the professional staff do not have an understanding of or a commitment to the marketing activities of the firm. Opportunities Benefiting from the ongoing increase in population to
Words: 413 - Pages: 2
