Please enable JavaScript.

Coggle requires JavaScript to display documents.

Marketing, SWOT, SWOT - Coggle Diagram

- - - - Benchmarking
      - Value chain
        
        Marketing
        
        Inbound
        
        Operations
        
        After sale service
      - Components
        
        Partners
        
        Past performance
        
        Current offer
        
        Ressources
    - - PESTEL
        
        Political
        
        Economy
        
        Social
        
        Technological
        
        Ecological
        
        Legal
      - Porter
        
        Competition
        
        Suppliers
        
        Newcomer
        
        Substitutes
        
        Consumers
  - - - Consumers
        
        Psychographic
        
        Sociodemographic
      - Both
        
        Behavioral
        
        Volume
        
        Profitability
      - Brands
        
        Economic
        
        Organizational culture
    - - Profitability
        
        Growth
        
        Size
        
        Accessibility
        
        Competition
      - Relevance
    - - Consistent over time
        
        Consistent with target
        
        Brings value
    - - Positioning statement
        
        Brands
        
        Concept
        
        Target
        
        Justification
        
        Point of diffrence
  - - - Types
        
        Paid media
        
        Sales promo
        
        Sponsorships
        
        Ad
        
        Earned media
        
        Word of mouth
        
        Public relations (PR)
        
        Owned media
        
        Direct
        
        Experiential
        
        Content
        
        Websites
        
        Social media
      - Objectives
        
        Differentiate
        
        Persuade
        
        Inform
        
        Remind Reasure
      - Communication strategies
        
        Pull
        
        Push
        
        Profile
        
        Positioning
    - - Strategies
        
        High competition
        
        Leaders
        
        Low cost
        
        Princing higher
        
        Price leader
        
        An entire product line
        
        Price bundle
        
        Customer value
        
        Complementary
        
        At lunch
        
        Skimming
        
        Penetration
      - Objectives
        
        Compete
        
        Customer perception
        
        Profit
        
        Sales
        
        Distribution intermediary
    - - Innovation
        
        Relative advantage
        
        Triability
        
        Compatibility
        
        Percieved complexity
        
        Observability
      - Definition
        
        Related services
        
        Benefits
        
        Core products
        
        Packaging
        
        Desing
        
        Brand
        
        Quality
        
        Desing
      - Multiple products
        
        Brand equity
        
        Price diffrence
        
        Income
        
        Customer perception
        
        Brand management
        
        Umbrella
        
        House of brands
    - - How to choose
        
        Why
        
        Profit
        
        Image
        
        Control
        
        Flexibility
        
        Sharing
        
        Compatibility
        
        Intensity
        
        Intensive
        
        Exclusive
        
        Selective
      - Types
        
        Whole-seller
        
        Agent
        
        Retailer
      - Benefits
        
        Logistics
        
        Research
        
        Promotions
        
        Payment
- - - - Risk
        
        Money
        
        Functionnal
    - - consideration set
    - - compensontary
      - non compensontary
    - - Expectation disconfirmation
  - - - Psychographic
    - - Central psychological
  - - - High
        
        High
        
        Low
        
        Low
        
        Loyalty
        
        Laziness
        
        Variety
        
        Problem solving
    - - High
        
        Low
        
        Low
        
        High
- - - - Descriptive
        
        Exploratory
        
        Casual
    - - relevent
      - valid
      - reliable
  - - - internal
      - Market intelligence
    - - who
      - when
      - why
      - how?
        Consistent?
        How is the data generated?