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STRATEGIC MARKETING, The firm :left_right_arrow: Competitors (New market…
STRATEGIC MARKETING
The firm :left_right_arrow: Competitors
New market entrants
Substitute products
Customers
Suppliers
ANALYSIS
Planning
Develop strategic plans
:arrow_down:
Develop marketing plans
Implementation
Carry out the plans
Control
Measure results
:arrow_down:
Evaluate results
:arrow_down:
Take corrective actions
BUSINESS STRATEGIES
(Porter)
Differentiation
Cost leadership
Focus
Different
Cost
CORPORATE STRATEGIES
(Growth)
ANSOFF strategies matrix
Intensive
Diversification
Integration strategies
Horizontal
Vertical
F
B
Intensive
Diversify
Integrate
TACTICS
The group of actions you will take to fulfil the strategy and succeed
STRATEGY
How you will do it and the reasoned argument to support your logic
GOAL
What you would like to achieve and an agreed milestone of deadline
Trop down approach
Tactics aligned to goals
Culural factor
Defined by
Culture
Subculture
Social classes
Social factor
Personal factor
Psychological factor
:silhouette:
Defined by
Perception
Selective attention
Selective distortion
Selective retention
Learning
Beliefs and attitudes
Motivation
Defined by
Economic situation
Occupation
Age and lifecycle stage
Defined by
Groups to which the customer is a member
Family
Roles and status
Vision
Mission
Goals
Strategies
Tactics
Action plans
COMPETITIVE STRATEGIES
Competitive position
Leader
Challenger
Follower
Nicher
New entrants
Competitive Rivalry
Buyers
Substitutes
Suppliers
What influences the consumer ?
Market environment
Threat
Power
Suppliers
Threat
PORTER'S FIVE FORCES