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B207 - SHAPING BUSINESS OPPORTUNITIES (MARKETING (MARKETING MIX (Product,…
B207 - SHAPING BUSINESS OPPORTUNITIES
MARKETING
MARKETING MIX
Product
Place
Promotion
Pricing
People
Processes
Physical Evidence
COMPETITIVE ADVANTAGE
Advantage v Scope
Porter's 5 forces (1979 & 2008)
The Diamond model
STRATEGIC CO-ORDINATION
#
How to improve?
Speed
Insight
Access
Flexibility
INTERNATIONAL MARKETING
#
Macro Environment
Ethics
Economic
Political/Legal
Socio-cultural
Technological
Micro Environment
Market size
Competiton
Costs
Potential for profit
Market access
Globalisation vs Customisation
#
RELATIONSHIP MARKETING
Customer loyalty
Customer value
Customer satisfaction
INTERNAL MARKETING
Coherent brand identity
Relationship building
Impact of staff
OPERATIONS
MANAGERS
Organise input resources
manage/design processes
Planning, control and improvement
STRATEGY
Hayes & Wheelwright 4 stage model (1984)
Objectives
Quality
Speed
Flexibility
Sustainability
Dependability
Cost
SUPPLY CHAIN MANAGEMENT
Efficiency
Bullwhip effect
Vertically integrated
Outsourcing
#
INTERNATIONAL OPERATIONS
#
Offshoring & re-shoring
RISK AND RESILIENCE
Hazards
Impact
Likelihood
FINANCE
RAISING FINANCE
Retained earnings
Debt factoring
Lease finance
Equity finance
TRANSFER PRICING
Transfer mispricing
Arm's length principle
Unitary taxation with profit apportionment
EXCHANGE MARKET
Fluctuations
Equilibrium
Supply v Demand
MEASURING SUCCESS
Profitabiltiy
Sales
Gross Margin
GLOBALISATION
OUTSOURCING
Onshore v offshore
INTERNATIONAL TRADE
Comparative advantage
Absolute
Relative
MACRO V MICRO ENVIRONMENT
#
ETHICAL ISSUES
Cultural homogenisation
geographical segregation
target developing countries
Consumer protection
INNOVATION
PRODUCT PLANNING
Advantage
Competitors
BRANDING
#
Global
International
Local
Tribes v Communities
CREATING VALUE
Employee rights & skills
Social & environmental
Quality
#
SUSTAINABLE INNOVATION
Social progress
Organisational progress
CYCLES
Virtuous v vicious
Product life cycle
Business cycles