3.9 selecting marketing strategies (part 2) - moodle

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  • Increased market share/ size.Access to new markets and profit.E-commerce has enabled small to medium sized organisations to do this.
  • 3.9 selecting marketing strategies (part 2) - moodle

    1. 1. Do NowWhat do you remember from what we have covered so far in Marketing Strategies….
    2. 2. Do Now What is a marketing strategy?The plan for how the marketing objectives are going to be achieved.
    3. 3. Do Now What is meant by a ‘low cost’ strategy?Goes for the cheaper end of the market and offers prices lower than competitors.
    4. 4. Do Now What is meant by ‘differentiation’? Aim is to make one product appear differentand somehow superior to others on the market.
    5. 5. Do Now What is the ‘Ansoff Matrix’?A way of classifying marketing strategies in terms of existing and new products.Risk is an important element of the analysis.
    6. 6. Do NowWhat is the ‘riskiest’ strategy according to the Ansoff Matrix? Diversification
    7. 7. Do Now Which part of the matrix?“Aims to increase the sales of current products to current customers” Market Penetration
    8. 8. Do Now Which part of the matrix?“Attracting new customer groups to existing products” Market Development
    9. 9. Do Now Which part of the matrix?“Selling new products to existing customers” Product Development
    10. 10. Do NowWhich part of the matrix would you find the following Coca-Cola product? Diversification
    11. 11. Do NowWhich part of the matrix would you find the following Coca-Cola product? Product Development
    12. 12. Selecting Marketing Strategies (Part 2)
    13. 13. Learning ObjectivesBy the end of the lesson you should be able to:1. Evaluate the method, benefits and drawbacks of entering international markets.
    14. 14. National or international?When considering marketingstrategies, why is itincreasing likely that firmswill have an internationalaspect to their plans?What are the benefits ofoperating on an internationalscale?
    15. 15. Carry out research on‘Entering InternationalMarkets’ and look at thebenefits and drawbacks to different methods.Prepare to feedback to the rest of the group.
    16. 16. Learning ObjectivesYou should now be able to:1. Evaluate the method, benefits and drawbacks of entering international markets.

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