Competitive Marketing Strategy

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Competitive Marketing Strategy

• Spring 2001
• B.P.S. Murthi

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What ?

• Marketing Strategy
• Segmentation
• Positioning
• Product management
• Pricing
• Place ( Distribution )
• Promotion

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How ?

• Lectures
• Cases
• Brandmaps

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Grades

• Case analysis 30
• BRANDMAPS 50
• Class participation 20

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Materials

• BrandMaps - a simulation game
• 7 Harvard Business School cases

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Cases

• Colgate Precision
• Walmart Stores
• Dell Online
• Etrade Securities
• Virtual Vineyards
• Broadvision
• Firefly networks

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Case Analysis

• Key Decision Area
• Immediate decision
• Long term actions
• Situation Analysis
• Competition
• Environment
• SWOT Analysis
• Consumer needs, behavior

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Competitive Environment

• Concentration Market Share of top 2 firms? Top
  5 firms?
• Strength and Weaknesses of the firms?
• On what basis do they compete? Price? Service?
  Quality? Availability?
• Barriers to Entry and Exit?
• Competitive Intensity

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Marketing Environment

• Demographic
• Social / Cultural
• Government / Legal
• Technological
• Economic

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SWOT

• Internal Strengths or Weaknesses
• Costs
• Brand
• Distinct Competencies
• Sustainable or unsustainable advantages
• External Opportunities or Threats
• Changes in patterns of customer behavior/buying
• Demographic trends
• Legal
• Changes in price of substitutes
• Supply of raw materials
• Position in Product Life Cycle
• Market Growth Rate

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Consumer Needs and Behavior

• What consumers need
• What do they look for?
• Perceptions about brands/products?
• Price Sensitivity?
• Demand?
• Who buys? Where?
• Who decides? How to reach them?

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Alternate courses of action

• List various choices available

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Analysis

• Qualitative arguments
• Quantitative analysis
• Ratios
• Graphs
• Breakeven analysis
• Comparisons of numbers, percentages

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Decision

• SegmentationOn what basis to segment the
  market?
• TargetingWhich groups to target?
• PositioningHow to position the company to
  potential customers (often driven by earlier
  steps).

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How to implement decision

• Marketing Mix decisions or Four Ps.
• Product
• Price
• Promotion
• Place

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Case guidelines

• Do not re-hash case facts unless you are making a
  point.
• Make reasonable assumptions
• Recognize many alternatives
• Discuss pros and cons of alternatives
• Clear recommendation
• Suggestions for implementation