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11 M. Fund. - Coggle Diagram
11 M. Fund.
Target Market Strategy
Target Market (s)
Entire Market ->
Multiple Segments ->
Single Segment ->
Begins with an MOA
Estimation of size and sales potential of segments that are of interest
Then a decision regarding which/how many segments to target
Building a Sustainable Competitive Advantage
An advantage that
Cannot be copied
Can be sustained
Sources of tomorrow's competitive advantage
Skills and assets of the organization
Marketing leaders need to continually focus on these skills and assets to create and sustain the competitive advantage
Product Strategies
Heart of the marketing mix
Physical product or a service
After sale service
Brand name
Warranty
Image
Package
Value
Physical Unit
and...
Pricing Strategies
What a buyer must give up in the exchange
Quickest element to change
Can be an important competitive weapon
"Value" in the mind of the consumer