Lecture 2 Strategic positioning and the generic competitive strategies
... The 5-forces framework assists in analysing industry structure for the sake of assessment of the attractiveness of the industry. Competitors tend to form strategic groups that can be mapped. The generic strategies provide broad guidelines for formulating the direction for the strategic management of ...
... The 5-forces framework assists in analysing industry structure for the sake of assessment of the attractiveness of the industry. Competitors tend to form strategic groups that can be mapped. The generic strategies provide broad guidelines for formulating the direction for the strategic management of ...
CHAPTER TWO LITERATURE REVIEW This research applies the
... servicing. The favorite offer that more than 50% favored was the 0% interest on installments. For the long period installment, nearly one third of them felt indifferent towards this promotion. In addition, most respondents were not sure whether the offering of free extras such as CD players affected ...
... servicing. The favorite offer that more than 50% favored was the 0% interest on installments. For the long period installment, nearly one third of them felt indifferent towards this promotion. In addition, most respondents were not sure whether the offering of free extras such as CD players affected ...
Marketing summary TP1
... value for customers in order to capture value from customers in return? Action Programs: Spells out how marketing strategies will be turned into specific action programs that answer the following questions: What will be done? When will it be done? Who will do it? How much will it cost? Budgets: Deta ...
... value for customers in order to capture value from customers in return? Action Programs: Spells out how marketing strategies will be turned into specific action programs that answer the following questions: What will be done? When will it be done? Who will do it? How much will it cost? Budgets: Deta ...
Understanding Marketing and the Marketing Process
... Designing the Business Portfolio The business portfolio is the collection of businesses and products that make up the company. The company must: analyze its current business portfolio or Strategic Business Units (SBU’s) decide which SBU’s should receive more, less, or no investment develop g ...
... Designing the Business Portfolio The business portfolio is the collection of businesses and products that make up the company. The company must: analyze its current business portfolio or Strategic Business Units (SBU’s) decide which SBU’s should receive more, less, or no investment develop g ...
Personal, oral comm., make a sale
... Brand Identity Creates more options for competing against lower-priced competitors Builds customer loyalty Makes it easier to withstand economic fluctuations and marketing crises Allows companies to sell products/services at a premium price and maintain larger profit margins ...
... Brand Identity Creates more options for competing against lower-priced competitors Builds customer loyalty Makes it easier to withstand economic fluctuations and marketing crises Allows companies to sell products/services at a premium price and maintain larger profit margins ...
Overview Operations : The transformation of raw materials into
... Volume flexibility: how quickly the transformation process can adjust to increases or decreases in demand. The responsiveness to the required changes is essential to effectively manage lead times Lead time: the time it takes for an order to be fulfilled If a business cant easily respond to changes i ...
... Volume flexibility: how quickly the transformation process can adjust to increases or decreases in demand. The responsiveness to the required changes is essential to effectively manage lead times Lead time: the time it takes for an order to be fulfilled If a business cant easily respond to changes i ...
Preface - SlimStuderen
... Consumers’ needs and wants are fulfilled through market offerings: Some combination of products, services, information, or experiences are offered to a market to satisfy a need or a want. A common mistake of paying more attention to the specific products a company offers than to the benefits and exp ...
... Consumers’ needs and wants are fulfilled through market offerings: Some combination of products, services, information, or experiences are offered to a market to satisfy a need or a want. A common mistake of paying more attention to the specific products a company offers than to the benefits and exp ...
PDF
... recent acquisitions/divestitures. In addition, it is very important for firms to analyze not only current competitors but also to identify and assess potential competitors. The most common types of potential competitors are: companies competing in a related product/market, companies using related te ...
... recent acquisitions/divestitures. In addition, it is very important for firms to analyze not only current competitors but also to identify and assess potential competitors. The most common types of potential competitors are: companies competing in a related product/market, companies using related te ...
Actual product
... quality etc. For example if your core product is a status symbol like BMW, your actual product will be a very high quality product with high pricing. ...
... quality etc. For example if your core product is a status symbol like BMW, your actual product will be a very high quality product with high pricing. ...
“experience” with the new offering, it may not need to offer as large
... organizational mechanism that a firm can use to focus its scientists and other resources on particular areas is the research center. Scientists in focused research center need to make decisions about how they can best leverage their allocated resources. One concept that should influence these decisi ...
... organizational mechanism that a firm can use to focus its scientists and other resources on particular areas is the research center. Scientists in focused research center need to make decisions about how they can best leverage their allocated resources. One concept that should influence these decisi ...
strategic marketing summary and key concepts
... The leader must prevent or fix the weaknesses that provide opportunities to its competitors. The leader must keep strong relationships with customers, prices must remain consistent. ...
... The leader must prevent or fix the weaknesses that provide opportunities to its competitors. The leader must keep strong relationships with customers, prices must remain consistent. ...
lecture outline for
... (a) Because of the high price, we are ____________ to sell in large volume, however, (b) This is not a problem as __________ can be made with the large markup on each item sold c) Demand-oriented Pricing Approaches i) _______________ (1) involves setting the price of a line of products at a number o ...
... (a) Because of the high price, we are ____________ to sell in large volume, however, (b) This is not a problem as __________ can be made with the large markup on each item sold c) Demand-oriented Pricing Approaches i) _______________ (1) involves setting the price of a line of products at a number o ...
The marketing process - IB Business Management
... anticipates how they will affect people’s willingness to buy. As the economy and social attitudes change, so do buying patterns. McDonald’s needs to identify whether the number of target customers is growing or shrinking and whether their buying habits will change in the future. Market research cons ...
... anticipates how they will affect people’s willingness to buy. As the economy and social attitudes change, so do buying patterns. McDonald’s needs to identify whether the number of target customers is growing or shrinking and whether their buying habits will change in the future. Market research cons ...
20051289916188
... PRODUCT Content is what is being sold . Can be information, a service or a physical product PLACE Context is how the content is presented for sale. PRICE Pricing based on cost Infrastructure describes how the buyer and seller are brought ...
... PRODUCT Content is what is being sold . Can be information, a service or a physical product PLACE Context is how the content is presented for sale. PRICE Pricing based on cost Infrastructure describes how the buyer and seller are brought ...
PPT 4
... perceived value differences. – Highest and lowest prices in line have a special complementary relationship to other offerings – priced to encourage desired buyer perceptions. – Price differentials should get wider as price increases over product line. McGraw-Hill/Irwin ...
... perceived value differences. – Highest and lowest prices in line have a special complementary relationship to other offerings – priced to encourage desired buyer perceptions. – Price differentials should get wider as price increases over product line. McGraw-Hill/Irwin ...
Snímek 1
... Barriers of customer orientation little emphasis on customers unsuitable corporate culture attitude of employees organizational barriers no offer of customer services barriers in communication ...
... Barriers of customer orientation little emphasis on customers unsuitable corporate culture attitude of employees organizational barriers no offer of customer services barriers in communication ...
Marketing is
... experiences offered to a market to satisfy a need or a want. They are not just limited to physical products but they also include services, activities or benefits offered for sale that are essentially intangible and do not result in ownership of anything. ...
... experiences offered to a market to satisfy a need or a want. They are not just limited to physical products but they also include services, activities or benefits offered for sale that are essentially intangible and do not result in ownership of anything. ...
CHAPTER 2: Marketing Strategy
... · The basis of marketing strategy is the marketing mix. It is sometimes help to take one or several companies with which the students are familiar and have them analyze or quickly list how the companies use the marketing mix. · As both an undergrad and graduate instructor, I find students often stru ...
... · The basis of marketing strategy is the marketing mix. It is sometimes help to take one or several companies with which the students are familiar and have them analyze or quickly list how the companies use the marketing mix. · As both an undergrad and graduate instructor, I find students often stru ...
Oligopoly
... maximizes the total profits of all firms in the market, and it will never serve the group‟s interest to charge any price higher than this. Second, collusion—even when it is tacit—may be illegal. Although it may be difficult to prove, companies that even appear to be colluding may find themselves fac ...
... maximizes the total profits of all firms in the market, and it will never serve the group‟s interest to charge any price higher than this. Second, collusion—even when it is tacit—may be illegal. Although it may be difficult to prove, companies that even appear to be colluding may find themselves fac ...
Service parts pricing
Service Parts Pricing refers to the aspect of Service Lifecycle Management that deals with setting prices for service parts in the after-sales market. Like other streams of Pricing, Service Parts Pricing is a scientific pursuit aimed at aligning service part prices internally to be logical and consistent, and at the same time aligning them externally with the market. This is done with the overarching aim of extracting the maximum possible price from service parts and thus maximize the profit margins. Pricing analysts have to be cognizant of possible repercussions of pricing their parts too high or too low in the after-sales market; they constantly have to strive to get the prices just right towards achieving maximum margins and maximum possible volumes.The after-sales market consists of service part and after-sales service. These areas often account for a low share in total sales, but for a relatively high share in total profits. It is important to understand that the after-sales supply chain is very different from the manufacturing supply chain, and hence rules that apply to pricing manufacturing parts do not hold good for pricing service parts. Service Parts Pricing requires a different outlook and approach.Service networks deal with a considerably higher number of SKUs and a heterogeneous product portfolio, are more complex, have a sporadic nature of demand AND have minimal response times and strict SLAs. Companies have traditionally been content with outsourcing the after-sales side of their business and have encouraged third-party parts and service providers in the market. The result has been a bevy of these operators in the market with strict price competition and low margins.Increasingly, however, companies are realizing the importance of the after-sales market and its impact on customer retention and loyalty. Increasingly, also, companies have realized that they can extract higher profit margins from the after-sales services market due to the intangible nature of services. Companies are investing in their after-sales service networks to deliver high levels of customer service and in return command higher prices for their parts and services. Customers are being sold the concept of total cost of ownership (TCO) and are being made to realize that buying from OEMs comes packaged with better distribution channels, shorter response times, better knowledge on products, and ultimately higher product uptime.The challenge for companies is to provide reliable service levels in an environment of uncertainty. Unlike factories, businesses can’t produce services in advance of demand. They can manufacture them only when an unpredictable event, such as a product failure, triggers a need. The challenge for Service Parts Pricing is to put a value to this customer need. Parts that are critical, for example, can command higher prices. So can parts that only the OEM provides in the market. Parts that are readily available in the market cannot, and must not, be priced to high. Another problem with after-sales market is that demand cannot be stimulated with price discounts, customers do not stock up service parts just because they are on discount. On the up-side, the fact that most service parts are inelastic means pricing analysts can raise prices without the adverse effects that manufacturing or retail networks witness.These and other characteristics of the after-sales market give Service Parts Pricing a life of its own. Companies are realizing that they can use the lever of service part pricing to increase profitability and don't have to take prices as market determined. Understanding customer needs and expectations, along with the company's internal strengths and weaknesses, goes a long way in designing an effective service part pricing strategy.