Transcript Which Markets?

Introduction
2 Sets of Topics
Marketing Strategy
Which markets to
enter
Tactics
Optimize in markets we have
entered
Marketing Strategy
Which markets are most attractive?
Dimensions:
– customer segments
– levels of the channel
Which Markets?
1. Segments offering a lot of surplus
2. Markets in which you have market power
3. Suppliers and distributors do not have market
power
Which Markets?
CLASS
DAY
DATE
CLASS CONTENT
TYPE
1
Introduction
2
Customers
Theory
3
Vicks
Case
4
Marketing Strategy I
Theory
5
Red Hat
Case
Holiday
6
Marketing Strategy II
Barco*
Theory
Case
Team Day – no class
8
American Airlines*
Case
9
Vestron*
Case
Tactics
What should our distribution tactics be?
What should our pricing tactics be?
What should our advertising tactics be?
What should our product tactics be?
Tactics
CLASS
DAY
DATE
CLASS CONTENT
TYPE
10
Distribution
Theory
11
Boston Whaler*
Case
12
Product Development
Theory
13
Holida
y
Pricing
Theory
14
Optical Distortion*
Case
15
Advertising
Theory
16
Clorox A and Clorox B
Case
17
Final Exercise
tba
Marketing Can Explain Everything
The House of Windsor
2 customer segments with different needs
Functional:
– dissolving and opening parliament
– meeting with visiting dignitaries
– supporting charities
Entertainment:
– fairy tale romances
– larger than life figures
– national treasures
Mistake
Tried to satisfy both market
Other firms have specialized
Functional:
– Holland
– Denmark
– Sweden
Entertainment:
– Grimaldi (Monaco)
Lesson
s
Compete in markets that favor your resources
Protect your core business
Product introductions are rarely
successful