STRATEGIC MARKETING

STRATEGIC MARKETING

1. WHAT DOES STRATEGY MEAN IN BUSINESS?

   • BUSINESS STRATEGY LEVELS
     • Corporate Level
     • Business Level
     • Functional Level
   • STRATEGIC MANAGEMENT PROCESS
   • RELATIONSHIP BETEWEEN STRATEGIC BUSINESS AND MARKETING

2. EVALUATION OF THE MARKET

   • PRODUCT LIFECYCLE
     • DECLINE
     • MATURITY
     • GROWTH
     • INTRODUCTION
     • PRODUCT LIFECYCLE DETERMINING PROCESS
       • DEMAND INSTABILITY --Theory of the process of innovation
       • SUPPLY INSTABILITY-Theory of Market evolution
       • TECHNOLOGICA CHANGE PROCESS - Technological change models

3. REFERENCE MARKET

   • KEYS OF THE CURRENT MARKETING
   • PRODUCT CONCEPT
   • MARKET CONCEPT
     • REFERENCE MARKET, RELEVANT MARKET AND PRODUCT MARKET

4. MARKET SEGMENTATION AND TRATEGIC POSITIONING

   • BASIS FOR SEGMENTATION
     • Geographic
     • Demographic
     • Pyschological
     • Behavioral
   • MARKET TARGETING
   • PORTER´S 5 FORCES
     • • Threat of Intense Segment Rivalry
     • • Threat of Potential Entrants
     • • Threat of Buyers’ Bargaining Power
     • • Threat of Substitutes
     • • Threat of Suppliers’ Bargaining Power

5. ANALYSIS OF COMPETITORS

   • COMPETITOR CONCEPT
     • Consumer Perspective
     • Company´s Perspective
   • DETERMINANCE OF THE COMPETENCE DEGREE
     • Market structure
     • competitors cost structure
     • consumer preferences
     • number and degree of competition
   • IDENTIFICATION METHODS
   • COMPETITORS ANALYSIS
     • Information sources
     • Analysis of objectives
     • analysis of resources
   • BENCHMARKING

6. MODELS FOR THE ANALYSIS OF THE PRODUCT PORTFOLIO

   • MODELS
     • Matrix Models
     • Financial Models
     • Decision Support
   • BOSTON CONSULTING GROUP APPROACH
   • MATRIXS ATTRACTIVENESS OF THE MARKET- COMPETITIVENESS OF THE COMPANY
     • MCKINSEY APPROACH – GENERAL ELECTRIC
     • SHELL APPROACH
     • ARTHUR D. LITTLE APPROACH
   • SWOT ANALYSIS
   • PIMS MODEL- PROFIT IMPACT OF MARKET STRATEGY

7. STRATEGIC MARKETING AND COMPETITIVE ADVANTAGE

   • STRATEGIES FOR OBTAINING COMPETITIVE ADVANTAGE
     • PORTER´S GENERIC STRATEGIES
       • Cost Leadership
       • Cost Focus
       • Differenciation
       • differenciation focus
   • COMPETITIVE MARKETING STRATEGIES
     • Expanding Total Market
     • Defending current market share
     • Expanding Market Share

8. MARKET AND PRODUCT DEVELOPMENT

   • GROWHT METHODS
     • INTERNAL GROWTH
     • STRATEGIC MARKETING AND COMPETITIVE ADVANTAGE
     • STRATEGIC MARKETING AND COMPETITIVE ADVANTAGE
   • AFFSON MATRIX