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Ch 02 developing strategies 21 rex macasaet


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Ch 02 Developing Marketing Strategies and Plans

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Ch 02 developing strategies 21 rex macasaet

  1. 1.
  2. 2. I. Porter’s Generic StrategiesII. The Value Delivery ProcessIII. Product versus Market OrientationIV. Dimensions that Define a BusinessV. Ansoff’s Product-Market Expansion GridVI. Categories of Marketing Alliances
  3. 3. DifferentiationOverall Cost LeadershipFocusConcept 1 (REMEMBER This)
  4. 4. Example of Concept 1(REMEMBER This)Cost LeadershipDifferentiationStrategySegmentation StrategyNarrowMarketScopeBroadMarketScopeUniquenesscompetencyLow Costcompetency
  5. 5. Concept 2Choose the ValueProvide the ValueDeliver the Value
  6. 6. Example of Concept 2- is a leading telecommunication in Asia Pacific Region- diversified from a traditional telecom provider to a cloudservice providerPopulation2011 (in M)Internet Users2011 (in M)Users % ofWorldUser Growth(2000-2011)Asia Only 3,880 932 44% 716%ROW 3,050 1,178 56% 378%World 6,930 2,111 100% 485%Choose the ValueProvide the ValueDeliver the Value
  7. 7. Concept 3• What the product is?Product• The value the product can give?Market
  8. 8. Example of Concept 3We producewaterPRODUCT MARKETWe serve to lead healthier,more comfortable livesWe offer loansand savingsWe find ways
  9. 9. Concept 4CustomergroupsTechnologyCustomerneeds
  10. 10. Example of Concept 4- National Bookstore- Netopia- Book SaleBooks, Research, Ballpens
  11. 11. Concept 5Ansoff’s Product-Market Expansion Grid
  12. 12. Example of Concept 5SewerSystemSeptic Cleaning
  13. 13. Concept 5Ansoff’s Product-Market Expansion Grid
  14. 14. Example of Concept 5SewerSystemSeptic Cleaning
  15. 15. Concept 6 Product or service alliance Promotional alliance Logistics alliances Pricing collaborations
  16. 16. Example of Concept 6SHAKEY’S ON WHEELS ON A NEWVOYAGEShakey’s On Wheels is ready to roll! If youcan’t come to Shakey’s, Shakey’s willcome to you.The new, innovative, re-designed andrevolutionary Shakey’s On Wheels’ mobilerestaurant is all set to serve its mouth-watering menu right where you are. Theleading pizza restaurant chain promisesyou just that, with its state-of-the-art 12-meter AX model Hyundai vehicle thatbrings all of Shakey’s goodness whereveryou want it to be. Logistics alliances
  17. 17.