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Market Strategy

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Marketing Strategy MR 506 Marketing Concepts and Strategies
Agenda ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
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.
Marketing Strategy Should: ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
New Product Development ,[object Object],[object Object],[object Object],[object Object]
Target Market Group of persons for whom a firm creates and maintains a product mix that specifically fits the needs and preferences of that group.
Marketing Mix ,[object Object],[object Object],[object Object],[object Object],[object Object]
Pricing Determined by the market share, competition, material costs, product identity and the customer's perceived value of the product.
Place ,[object Object],[object Object],[object Object],[object Object]
Promotion ,[object Object],[object Object],[object Object]
4 C's Customers • Market segmentation • Purchase criteria used by customers
Competition • What is the market share of the company? • What is the market position? • What is their cost position? • What are the market advantages?
Cost • What is the cost policy? • What’s the cost formation?
Capabilities • What resource does the company have? • What is the internal organization? • What is the production system?
SWOT Provides information that is helpful in matching the firm's resources and capabilities to the competitive environment in which it operates.
Market Scope ,[object Object],[object Object],[object Object],[object Object]
Multi Market ,[object Object],[object Object],[object Object]
Total Market ,[object Object],[object Object],[object Object],[object Object],[object Object]
A Successful Marketing Strategy: ,[object Object],[object Object],[object Object],[object Object],[object Object]
References ,[object Object],[object Object]

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Market Strategy

  • 1. Marketing Strategy MR 506 Marketing Concepts and Strategies
  • 2.
  • 3. 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.
  • 4.
  • 5.
  • 6. Target Market Group of persons for whom a firm creates and maintains a product mix that specifically fits the needs and preferences of that group.
  • 7.
  • 8. Pricing Determined by the market share, competition, material costs, product identity and the customer's perceived value of the product.
  • 9.
  • 10.
  • 11. 4 C's Customers • Market segmentation • Purchase criteria used by customers
  • 12. Competition • What is the market share of the company? • What is the market position? • What is their cost position? • What are the market advantages?
  • 13. Cost • What is the cost policy? • What’s the cost formation?
  • 14. Capabilities • What resource does the company have? • What is the internal organization? • What is the production system?
  • 15. SWOT Provides information that is helpful in matching the firm's resources and capabilities to the competitive environment in which it operates.
  • 16.
  • 17.
  • 18.
  • 19.
  • 20.