Customer- driven marketing strategy - Coggle Diagram
Customer- driven marketing strategy
Definition Market segmentation
Segmenting various markets
Political- legal factors
Intermarket/ Cross- Market segmentation
Requirements for market segmentation
Nature of demand
12 Advantages of segmentation
Selecting target market segments: consists of a set of buyers who share common needs or characteristics that the company decides to serve
Evaluation target market segments
Segment structural attractiveness
Company objective and resources
Segment size and growth
Target market strategies
The selection of a target market depends on: .....
Differentiation and positioning
Def Product position
Choosing a differentiation and positioning strategy
Choosing the right competitive advantages.
Selecting an overall positioning strategy.
Identifying a set of competitive advantages to build a position (by providing superior value from: Product, Service, Image, People, Channel Differentiation)
Communicating and delivering the chosen position to the market.
Choosing the right competitive advantages: Differences should be: important, profitable,communicable, superior,...
Selecting possible value propositons
Developing a positioning statement