Strategic Marketing.

Strategic Marketing.

1. Offensive Strategies

   • Strategies to increase sales in already known markets
     • Growth with current products and markets
       • Increase in the use or consumption of the current product
       • Growth in Market Share
       • Search and attraction of new users
     • Product development for current markets
   • Strategies to enter new markets
     • Development of the market with new product
       • Expansion into new segment markets
       • Geographic Expansion
       • Diversification Strategies
         • Diversified Growth
         • Integration Strategies
   • Methods
     • Internal Growth
     • Mergers or acquisitions
     • Signing of cooperation agreements
   • Strategies to improve the competitive position
     • Low cost
     • To differentiate

2. Segmentation and positioning

   • Positioning Strategy
     • Communication
     • Determination of competitive dimensions
       • Based On
         • Quality Ratio
         • Comparison to the Competition
         • Product Characteristics
         • Product Benefits
         • Use or applications of product
     • Establishment of the competitive framework
   • Hedging Strategies of market segments
     • Mass market or undifferentiated
     • Largest segment
     • Adjecent segment
     • Multisegment
     • Smaller segment
     • Niche segment
     • Subsegmentation
   • Segmentation and selection from a targeted market to consumer needs
     • Segment definitions
     • Segment profitability
     • Identification of the segment members
     • Attractiveness of a market segment
       • Market growth
       • Intensive competition
       • Accesibility to costumers

3. Analysis of product portfolio

   • Product Life-cycle
     • Stages
       • Introduction
       • Growth
       • Maturity
       • Decline
   • Matrix Models
     • Growth Matrix
       • Market share or BCG approach
         • Stars
         • Cash Cows
         • Dogs
         • Question marks
     • Atractive matrix
       • Competitiveness or McKinsey approach
         • High appeal
         • Medium appeal
         • Low appeal
     • Condition matrix to company strategy
       • Artur. D. Little approach

4. Client analysis value creation

   • CLIENT VALUE= relative performance - relative price
   • CLIENT VALUE= perceived benefits -percieved costs
   • Costs
     • Purchase price
     • Cost of use
     • Cost of Acquisition
     • Maintenance Cost
     • Costs of elimination of product
     • Costs of property disposition

5. Market Analysis

   • Defining the potential market
     • Product disponability
     • Product usage capacity
     • Deficiencies in the expected benefits
     • Economic Capacity
   • Relevant Market
     • Strategies
       • Complete market coverage
       • Selective coverture
       • Unique product concentration
       • Specialization based on buyers
       • Specialization based on technology
   • Reference Market
     • Buyers
     • Technology
     • Functions or necessities
   • MARKET QUOTA= Notoriety x Positioning price x disposinibility x service

6. Competence Analysis

   • COMPETITIVE NEMCHMARKETING
   • Competence Analysis
     • Information sources
     • Competitor Behavior
   • Competence Definition
     • Budget Level
     • Generic
     • Product category
     • Product shape
   • IIdentification method of competitors
     • Management judgement
     • Behavior analysis of consumer shopping
     • Behavior analysis of product usage
       • Substitution of usage
       • Substitution of usage
       • Perceptible maps
   • Atractivo Analysis of the competitive environment
     • Degree of competitive rivalry
     • Existence of product substitutes
     • Negotation power of the suppliers
     • Power of purchase and negotiation of clients
     • Exist barriers
     • Entrance barriers

7. Environment Analysis

   • EXTERNAL
     • PESTEL-Macroenvironment
       • Political factor- sociocultural- technological- ecological- legal
   • INTERNAL
     • Mission, vision, culture
   • DAFO ANALYSIS
     • Oportunities- threats- strengths- weaknesses

8. Marketing and strategy direction

   • Strategy marketing
     • Definition and analysis of markets
     • Strategy diagnostic
   • Analysis/Planification/Exectution/Control
   • Operative Marketing
     • Marketing Plan
       • Introduction
       • Situation and environment analysis
       • Market demand forecast
       • Objectives Determination
       • Identification and selection of strategies
       • Operative plan
       • Evaluation, implantation and control
   • Value creation
     • Communicate
     • Generate
     • Selection
   • Future Orientation

9. Defensive strategies

   • Desinversion strategies
     • Elimination strategies
     • Harvest strategies
     • Sostenibility strategies
   • Optimization strategies of market position
     • Specialist strategies
     • Strategy challenger
       • Roundabbout attack
       • Guerrilla attack
       • Bypass attack
       • Frontal attack
   • Protection market strategies
     • Follower strategies
     • Market leader strategies
       • Development of primary market demand
       • Market quota increase
       • Market quota maintenance
         • Defense strategy
         • Contraction strategy
         • Market expansion strategy
         • Confrontation strategy
         • Flanking strategy