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1、Strategy Formulation,Market, Industry and Competitor analysis,Customer segments and behavioural analyses,Company position analysis and S.W.O.T,Product range and performance analysis,PEST,Strategic Analysis,Generic Strategy (Porter),Growth Strategy (Ansoff),Strategic options,Objectives,Objective 1,Ob
2、jective 2,Objective 3,Product Range and Performance Analysis,E.g.: Positioning Maps Product Life-Cycles (PLC) Diffusion of Innovation Boston Consulting Group Matrix (BCG),Mens Clothing Retailer Positioning,Price +,Age +,2. Product Life-Cycle (PLC),Products deemed to go through a life-cycle: introduc
3、tion, growth, maturity, decline,Stark, J. (2011) Product Lifecycle Management, London, Springer-Verlag.,Not always according to standard model (does it account for market share?) Impacts on how to use marketing mix tools: e.g. advertise for awareness; e.g. sales promotion to induce purchase; e.g. PR
4、 to build opinion Can vary for each product e.g. fad, fashion, extended life-cycle,Product Life-Cycle,Levitt, T. (1965) “Exploit the Product Life Cycle”, Harvard Business Review, Vol. 43 (November), pp. 81-94. Day, G. (1981) “The product lifecycle: analysis and applications issues”, Journal of Marketing, Vol. 45, pp. 60-67.,A Fad/Fashion?,Maturity,An Extended Life-Cycle,