...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: birthrate declining --> ads target adults --> leading brand • New uses Cereals: as snacks --> increase frequency of use OJ: “not for breakfast anymore” Du Pont nylon: parachute-->pantyhose-->blouses & shirts --> auto tires -->seat belts --> carpeting Arm & Hammer: baking--> fridge deodorant --> quell kitchen grease --> carpet/pet deodorant --> bath tub relaxant --> toothpaste --> ???? • More usage: Michelin: want French to drive more --> rate restaurants (best in south --Provence & Riviera) --> publish guidebooks with maps and sights along the way 2. DEFEND MARKET SHARE • decide where to defend • continuous innovation along Mktg Mix Position defense: - purely defensive not enough --> must take offensive counter-measure Eg: Coke --> multi segments of cola mkt --> enter wine market --> acquire fruit drink companies --> desalination equipment --> plastics Flanking defense: - guarding territory not enough - create outposts/flanks: --> protect weak front --> invasion base for counter-attack...
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...MKT 475 WK 8 ASSIGNMENT 2 MARKETING STRATEGY To purchase this visit here: http://www.activitymode.com/product/mkt-475-wk-8-assignment-2-marketing-strategy/ Contact us at: SUPPORT@ACTIVITYMODE.COM MKT 475 WK 8 ASSIGNMENT 2 MARKETING STRATEGY MKT 475 WK 8 Assignment 2 - Marketing Strategy Implementation Part 2 This assignment is a continuation of Assignment 1. Write a six to seven (6-7) page paper in which you: 1. Determine any strategic partnerships the department store chain could develop that would help promote the higher-ranged-priced products and support the expansion in the west coast. 2. Construct a strategy for managing the higher-ranged product brands. Provide a rationale for your strategy. 3. Develop a pricing strategy for the higher-ranged products. Provide a rationale for your strategy. 4. Generate at least two (2) ideas for sales promotion, advertising, and sale promotion strategies. More Details hidden... Activity Mode aims to provide quality study notes and tutorials to the students of MKT 475 WK 8 Assignment 2 Marketing Strategy in order to ace their studies. MKT 475 WK 8 ASSIGNMENT 2 MARKETING STRATEGY To purchase this visit here: http://www.activitymode.com/product/mkt-475-wk-8-assignment-2-marketing-strategy/ Contact us at: SUPPORT@ACTIVITYMODE.COM MKT 475 WK 8 ASSIGNMENT 2 MARKETING STRATEGY MKT 475 WK 8 Assignment 2 - Marketing Strategy Implementation Part 2 This assignment is a continuation of Assignment 1. Write a six...
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...Blue Ocean Strategy Paper 01/05/15 MKT/421 Blue Ocean Strategy – Introduction When a company is about to enter the market, they typically spend their time trying to create a strategy to overcome their competitors that already exist in the market. In the book Blue Ocean Strategy authors W. Chan Kim and Renée Maugorgne explain how to create your own blue ocean. A blue ocean is the complete opposite of the existing red oceans in the market that quickly drown a new company before they can gain success. Basing their studies on 150 strategic business moves that stretch over 300 years and 30 different industries. Kim and Mauborgne express the importance of 6 principles a company needs in order to create their own blue ocean. The six principles show how to reconstruct market boundaries, focus on the big picture, reach beyond existing demand, get the strategic sequence right, overcome organizational hurdles, and build execution into strategy (Blue Ocean Strategy, 2014). What is Blue Ocean Strategy in Marketing? The Blue Ocean Strategy is essentially creating your own unique market where you have absolutely no competitors therefore creating your own demand from consumers. This strategy is important because it has been proven to be wildly successful and is trending in all types of industries, meaning this strategy isn’t going away and it is a proven strategy, especially in the ever changing and expanding tech industry. In a ‘blue ocean’ a company doesn’t need strategize on...
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...Blue Ocean Strategy Paper MKT/421 April 6, 2015 Businesses constantly look for ways to stand out in their market industry. There are two main strategy philosophies that they use to accomplish this goal. Those philosophies are the red ocean strategy and the blue ocean strategy. These ideals may sound strange, but the names make sense once a person understands the principles behind them. Companies looking to make themselves stand out from others must decide on the direction that they want their business to take. One method that they use is known as the red ocean method. Under this strategy, companies try to make themselves stand out from their competition by making small tweaks to their business without ever really changing their business model. Red oceans have heavily contested markets with extreme competition, where profits and growth are minimal (Kam, 2008). This type of market is easy for new companies to enter because it is already established, but it is difficult stand out in or make a large profit. Companies operating under the blue ocean strategy seek to create a whole new type of industry. The goal here is not to compete with other like companies, but to make the competition irrelevant by creating new products and services (Investopedia, 2015). Under this type of operation, both new and existing companies seek to stand out by having no competition. This can involve creating a new service or by changing the way that they operate. These types...
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...MKT 475 WK 4 ASSIGNMENT 1 MARKETING STRATEGY To purchase this visit here: http://www.activitymode.com/product/mkt-475-wk-4-assignment-1-marketing-strategy/ Contact us at: SUPPORT@ACTIVITYMODE.COM MKT 475 WK 4 ASSIGNMENT 1 MARKETING STRATEGY MKT 475 WK 4 Assignment 1 - Marketing Strategy Implementation Part I You are the Chief Marketing Officer for a U.S.-based department store chain handling lower and higherrange- priced product categories with the primary focus on the lower-end. The department store chain has stores on the east coast, northern area, and the south with the locations in metropolitan cities. You have been tasked with shifting the marketing strategy from a focus on the lower-end products to the higher-end ones. Two key competitors will be Macy's and Nordstrom. Write a six to eight (6-8) page paper in which you: 1. Determine the marketing driven strategy that the company will take. Provide a rationale for your strategy. 2. Distinguish the product-market boundaries. Provide a rationale for your strategy. 3. Construct a marketing segmentation strategy. Provide a rationale for your strategy. 4. Develop a customer relationship management strategy. Provide a rationale for your strategy. More Details hidden... Activity Mode aims to provide quality study notes and tutorials to the students of MKT 475 WK 4 Assignment 1 Marketing Strategy in order to ace their studies. MKT 475 WK 4 ASSIGNMENT 1 MARKETING STRATEGY To purchase this visit here: ...
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...to assist the nonprofit organization in raising fund or to benefit the society by supporting a cause. P.R. Varadarajan and A. Menon (1988) have seen Cause Related Marketing in the early stages but absolutely in a projective way. They defined Cause Related Marketing as the process of formulating and implementing marketing activities that are characterized by an offer from the firm to contribute a specified amount to a designated cause when customers engage in revenue-providing exchanges that satisfy organizational and individual objectives. Kevin Keller and Philip Kotler (2006), in agreement with Varadarajan and Menon Cause related Marketing is that marketing activity that links the firm’s contributions to a designated cause to customers’ engaging directly or indirectly in revenue producing transactions with the firm. On the other hand, "Cause marketing is the action through which a company, a nonprofit organization, or a similar entity markets an image, a product, a service, or a message for mutual benefit of the entity and the cause," writes Marconi in the first chapter of the book Cause Marketing. Barone, Miyazaki and Taylor (2000) noted that there are actually two approaches to cause related marketing. The direct approach, described above by Varadarajan and Menon, links the size of donation to sales of particular products. An example of this is Bashundara Tissue, recently the commenced a new baby diaper and baby tissue, at eve of the launch, they enunciate to donate tk. 1...
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...its luxury existence in the heart of potential customers. It can be done through extensively enhancing customer relationship, and the main concept that should be implement is strategic alignment between its current marketing programs and Research & Design functions to support high quality production, which accommodate consumers’ expectations. Table of Contents EXECUTIVE SUMMARY………………………………………………………………………....i 1.Introduction ..................................................................................................................... 1 2.Business model strategy: Luxury as a business model ..................................... 2 3. Marketing Principles of Louis Vuitton: A luxury brand strategy .................. 3 4. Change in consumer behavior toward luxury goods...
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...Marketing strategy is a process that can allow an organization to concentrate its limited resources on the greatest opportunities to increase sales and achieve a sustainable competitive advantage. As a market leader, Grameen Phone is continuously coming up with new ideas regarding its products and services. Recently, the company is mainly focusing on the non-voice services. Because, the company knows in near future, voice based services will reach to the maturity stage which will make the business growth constant to some extents. Hence, the company is trying to maintain the leading position in non-voices services as well like SMS, Push-Pull, and Information related services at the early growing stage. These services are working as a building block to increase GP’s service value. Marketing Mix The marketing mix is a marketing tool and is used to determine a product’s unique selling point. It is often referred as the 4 p’s. it includes product, price, place and promotion. * Product: A product is seen as an item that satisfies what a consumer needs or wants. It is a tangible good or an intangible service. Intangible products are service based like the tourism industry & the hotel industry or codes-based products like cell phone load and credits. Tangible products are those that can be felt physically. * Price: The price is the amount a customer pays for the product. The price is very important as it determines the company's profit and hence, survival. Adjusting the price...
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...Introduction The blue ocean strategy in the environment of marketing is an extraordinary way to embark on creating a monopolistic customer base. It describes how the blue ocean strategy looks to find ways to build a new market segment that has no current existing businesses and without competing in a crowded marketplace with existing companies. As new technological innovations emerge daily, blue ocean strategy is rapidly growing. The paper will intel the characteristics of the blue ocean strategy while providing ideas of how to employ them into the business environment. Description and Importance of Blue Ocean Strategy Blue Ocean Strategy is a non-fiction business book written in 2005 by W. Chan Kim and Renee Mauborgne. Kim and Mauborgne sought to find a more vigorous strategy approach than Harvard Professor Michael Porter’s “five forces”. They argued that Professor Porter’s strategy would have businesses remaining in the “red ocean” where there’s heavy competition and a very crowded marketplace. The importance of the Blue Ocean Strategy is to encourage existing business customers to move from the red ocean which is characterized as a bloody, shark infested waters competition marketing environment to the blue ocean waters than has no competitors and ample amount of space to evolve new beginnings. Kim and Mauborgne used the Cirque du Soleil as an example of how the Blue Ocean Strategy can be successful. “Despite a long-term decline in the circus industry, Cirque du Soleil...
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...Semester | Program | Division | Course # | COURSE NAME | Spring 2016 | Elective | ACC | ACC7500 | Financial Reporting and Statement Analysis | Spring 2016 | Elective | ACC | MBA9520 | WEALTH MANAGEMENT I & II | Spring 2016 | Elective | ECN | ECN7555 | Health Economics | Spring 2016 | Elective | ECN | ECN7550 | Business Strategy and Game Theory | Spring 2016 | Elective | EPS | EPS7500 | NEW VENTURE CREATION | Spring 2016 | Elective | EPS | EPS7510 | ENTREPRNRL FINANCE | Spring 2016 | Elective | EPS | EPS7520 | MANAGING GROW BUS | Spring 2016 | Elective | EPS | EPS7547 | Women’s EPS & Leadership | Spring 2016 | Elective | EPS | EPS7530 | M&A FOR ENTREPRENEUR | Spring 2016 | Elective | EPS | EPS7552 | EPS AND THE GIG ECON | Spring 2016 | Elective | EPS | EPS7574 | MKTG FOR ENTREP | Spring 2016 | Elective | EPS | EPS7575 | VENT GROWTH STRAT | Spring 2016 | Elective | EPS | EPS8573 | ENTREP INTNSTY TRACK | Spring 2016 | Elective | EPS | EPS7520 | Managing Grow Business | Spring 2016 | Elective | FIN | FIN7502 | CAPITAL MARKETS | Spring 2016 | Elective | FIN | FIN7503 | EQUITIES | Spring 2016 | Elective | FIN | FIN7504 | RISK MANAGEMENT | Spring 2016 | Elective | FIN | FIN7511 | CORP FIN I:RASNG CAP | Spring 2016 | Elective | FIN | FIN7513 | FIXED INCOME | Spring 2016 | Elective | FIN | FIN7516 | CORP FIN II:EVAL OPP | Spring 2016 | Elective | FIN | FIN7517 | FIN & VAL SUSTNBLTY | Spring 2016 | Elective | FIN | FIN7518 | Managing...
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...Arelys Perez Instructor Nicole LaPointe Mkt-120-OL02 9 February 2014 P&G, Unilever, Panasonic: The $2-a-Day Initiative The method used by Procter & Gamble (P&G), Unilever, and Panasonic entering into foreign markets was direct investments. The fact that places like China and India have income disparity makes this market very challenging. In other words, in some areas there are rich whereas others are very poor. The direct invest method is the highest risk method, but it counts with the highest return. Panasonic’s used their lifestyle research to create and market specific products that are produce locally. Panasonic base their product design in demographic makeup. The key was understanding the needs and purchasing power of the region. Also, P& G and Unilever invest in a research team to do an extensive lifestyle research in these markets. Furthermore, P&G invested 70 million in these research and develop a facility in Beijing in order to research, source, and develop products for the region without relying on any other company’s location in the globe. The development of new product and lifestyle research for these demographics are very difficult and time consuming. It can be inferred that they used applied research because the companies make several changes in the existing products and design new products. These companies study carefully the economic factor of these regions. For example, the consumers’ income, the companies find out consumers’ income in these...
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...MKT-305-1103B-11 phase 4 key assignment outline Cedarpoint communications One of the challenges of the virtual marketplace is to create marketing plans that include communicating online the company’s products and service opportunities and a hybrid plan that still takes traditional channels into account. A marketing plan follows the company’s business or strategic plan, which is focused on meeting the following two things: 1. The quantitative goals, such as revenue and market share reach 2. The qualitative goals, such as brand awareness and community goodwill This week, detail the promotional plan by defining the following: • What is the overall marketing message for your promotional plan? • Prepare 2 advertisements for cross-selling between traditional and digital options. The following are examples: o A magazine ad that promotes the company’s Web site o A banner ad that advertises the company’s Web site • Develop a 1-year media calendar focusing on a traditional and online hybrid of 4 media platforms. Your Key Assignment draft will organize the plan based on the research you have done during Weeks 1–3. Next, as you prepare the plan draft, outline the information to be included in the following sections: • What is the overall marketing message for your promotional plan? • Prepare 2 advertisements for cross-selling between traditional and digital options. Examples include the following: o A magazine ad that promotes the company’s Web site o A banner ad that advertises...
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...Week 8 Assignment Your Company Name: Marketing Plan Your Name Date Your Degree Program Partial Fulfillment in the Requirements for MKT 500 Strayer University Your Company Name: Marketing Plan Executive Summary (Thoroughly revise your executive summary from Assignment 1, based on the outcomes and implementation of your marketing plan.) You do not have to hit TAB or ENTER to space over, the template is set for you. Simply highlight and retype over this information. Company Introduction and Mission Statement (Thoroughly develop your company’s mission statement and company introduction) Simply highlight and retype over this information. Branding, Pricing, and Distribution Plans (Discuss why the branding, pricing, and distribution strategies are so important to a business.) Simply highlight and retype over this information. Branding Strategy (Thoroughly develop the company’s branding plan.) Simply highlight and retype over this information. Pricing Strategy (Thoroughly develop the company’s pricing plan.) Simply highlight and retype over this information. Distribution Strategy (Thoroughly develop the company’s distribution plan.) Simply highlight and retype over this information. Competition (Thoroughly classify the company’s major competitors as inter- or intra-competitors. Thoroughly categorize the competitors’ major strengths and weaknesses. Discuss at least 3 major competitors and...
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...When a firm creates, formulates, and implements a strategy that adds value and competitive advantage that is a strategic business plan. A strategic business plan is the layout or outline that specifies how a firm is going to reach their plans or goals over a certain period of time. The plan can be very specific or very broad. It can focus on one part of the business, as well as a whole focusing on all functions within a company. This plan is important to an organization’s long-term success because it gives the company a direction or purpose in which to set goals and carry them out. A strategic business plan assists a company in providing products and services in a more efficient and effective manner. Without a strategic business plan a firm will have a difficult time maximizing the potential of its resources. New opportunities and key resources for growth or improvement will be limited or perhaps even missed. A strategic plan is important to both small and large businesses. I believe that for any company, no matter the size, it is equally important to have a strategic business plan in place. This will assist in understanding customer needs and be able to adapt to constant changes and new trends taking place within the company. With a successful strategic plan, a company has a great opportunity for becoming very successful. Innovation plays a key role in developing a company that has potential for growth and success. Innovation provides the company with ways to maintain a competitive...
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...OUTLINE a. Module learning outcomes b. Themes and topics c. Learning supports 3. MODULE DELIVERY SCHEDULE a. Session arrangements b. Student engagement c. Office hours arrangements 4. ASSESSMENT DETAILS a. Assignments b. Module assessment components i. Pre module assignment ii. Group project iii. Examination 5. GRADING a. University grading policy b. Grade descriptors for assessment components 6. CONCLUDING COMMENTS APPENDICES 5 6 10 12 16 19 21 3 Welcome message Welcome to this unit on Business Policy. Dr Yousef Eiadat will be joining me in teaching this course. In this unit we aim to build skills in Strategic planning – the analysis behind strategic decisions, the crafting of strategies and the implementation of them to ensure organisational success. Strategy involves managing the interface between an organization and its external environment. To this end, the first three topics develop skills in strategic analysis, leading to consideration of the positioning of an organisation in its strategic environment. These cover internal and external analysis, and the options in setting strategic...
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