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Marketing Strategy Development


A general overview of marketing strategy development based on SWOT and core competency exploitation

A general overview of marketing strategy development based on SWOT and core competency exploitation

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  • 1. SWOT Analysis A Resource Based View A A Resource Based View Perspective Perspective
  • 2. Your ‘Field of Play’ The Customer The Firm The Environment Strategy
  • 3. Company Analysis Resources and Capabilities Core Business and Marketing Strategy Marketing Mix
  • 4. The Lake Wobegon Effect
  • 5. Patents, human capital, financial capital, brand equity, firm culture, natural resources
  • 6. Res
  • 7.  
  • 8.  
  • 9. The
  • 10. Resource Audit: Are basic assets a source of competitive advantage?
    • Financial Capital
    • Access to Human Capital
    • Talent of Human Capital
    • Access and Control of Natural Resources
    • Learning Orientation
    • Market Orientation
    • Brand Equity
    • Organizational Vision and Culture
  • 11. Resource and Capabilities Audit: Where in the Value Chain is your source of competitive advantage?
    • Market Intelligence
    • R&D
    • Product Design
    • Manufacturing
    • Upstream Supply Chain Management
    • Downstream Distribution
    • Sales Force
    • Branding
    • Promotion
    • Customer Service
  • 12. The Power of Bundling: Abstract Example
    • Resources + Capabilities = Competitive Advantage
    • Learning Orientation Product Design Innovation Superiority
    • Market Orientation R&D
    • Human Capital Talent
  • 13. The Power of Bundling
    • Bundling resources and capabilities is key to maximizing scarcity and immobility.
    • Southwest Airlines :
      • Single fuel efficient aircraft, the Boeing 737
      • Point to point route system
      • Target small markets in which it can dominate
      • No reservation service
      • No food service
      • Labor contracts stipulate employees can perform multiple tasks
      • Lease inexpensive gates at airports or use secondary airports
      • Strength Outcomes: Lower Cost, Superior Scheduling
  • 14. Strengths and Weaknesses Identification
  • 15. The Marketing Environment The Current Situation and Developing Trends
  • 16. Competitive Intensity: The Most Misused Presumption in SWOT
  • 17. Competitive Intensity: The Herfindahl Index
  • 18. Competitive Intensity: The Propensity of Buyers to Engage in Brand Switching
  • 19. Competitive Intensity: Conditions for Price Wars
  • 20. Competitive Intensity: Conditions for ‘Paranoia’
  • 21. Porter’s Five Forces: Opportunities/Threats to Firm Profitability Porter’s ‘Five Forces’ are means to assess the probability that an industry’s Profits will be pressured downward through price competition
    • Intensity of Direct Competition
    • Ease of Entry
    • Presence of Substitutes
    • Supplier Power
    • Buyer Power
  • 22. Environmental Threats and Opportunities
  • 23. Threat and Opportunity Identification
  • 24. SWOT Analysis
  • 25. Common Mistakes in SWOT Strengths (Weaknesses) We have a good (bad) product We have been in business a long (short) time We have strong (weak) image We have strong (weak) brand equity         Opportunities that do not have a basis in some event or change in the external environment are not opportunities…ask yourself what in the environment is influencing your firm’s ability to do one of the following We have the opportunity to increase sales We have the opportunity to advertise We have the opportunity to innovate our product line We have the opportunity to improve customer satisfaction  
  • 26. Establish Specific Objectives     1. A strength matched with an opportunity provides leverage (exploit the strategic window while you can)   2. A strength matched with a threat is a vulnerability (monitor situation carefully)   3. A weakness matched with a threat provides a problem (strengthen weak links competitors may exploit)       4. A weakness matched with an opportunity is a constraint (inhibits your ability to exploit your opportunity)  
  • 27. SWOT Analysis Example: Identify Strengths and Weaknesses Key Strengths : Excel at verifying artifact authenticity Quality reputation with dealers and collectors Key Weaknesses : No proven expertise in the mass merchandise segment No proven expertise in the low end replica market Toucon Collections
  • 28. SWOT Analysis Example: Identify Opportunities and Threats Opportunities : Growth of low end replica market (contract offer) Growing interest in authentic S.A. and African artificacts Threats : Shrinking Supply of authentic artifacts Presence of fakes increasing need for verifying authenticity Growing number of competitors Toucon Collections
  • 29. SWOT Analysis Example: Establish Specific Objectives Leverage : Use Toucon’s verification expertise to exploit the growing demand for authentic S.A. and African artifacts. Vulnerability : Focus on maintain strong relationships with dealers and collectors in the face of increasing competition and an uncertain artifact environment. Toucon Collections
  • 30. SWOT Analysis Example: Establish Specific Objectives Problem : A lack of product and distributor expertise as well as its lack of credibility could damage Toucon’s brand equity an relationships. Constraint : The replica market may be lucrative but it does not fit Toucon’s expertise and could harm its core identity. Toucon Collections
  • 31. SWOT Analysis Example: Toucon Marketing Mix