Competitive Strategy
Learning
Objectives
-
Understand
the link between business planning and marketing strategies
-
Learn
how to extrapolate key strategic information from research analysis
-
Assess
competitive situations and identify opportunities
-
Provide
a structured framework to marketing strategy formulation
-
Pick
up tools and techniques relevant to your job and devise
results-oriented strategies
-
Gain
competence to take the right course of action and achieve the
results within your own competitive environment
Customer-Focused
Marketing
-
Understanding
your customer’s true needs
-
Building
long term relationships
-
Cultivating
their preference for your products and services
-
Example
of world-wide best marketing practices
-
Marketing
as a culture; tools and processes
-
The
characteristics of a market-oriented organization
Market
Segmentation
-
Strategies
for identifying what drives segmentation within any market
-
Segmentation:
the key to marketing strategy
-
Studying
segmentation in action
-
The
process of segmentation
-
Criteria
for evaluating a segment’s attractiveness
Product
and Services Positioning
-
Strategies
and techniques for identifying product and service attributes
-
Positioning
your offer for maximum appeal
-
·Physical
and perceptual positioning
-
Hierarchy
of key dimensions
-
Key
dimensions on purchase decisions
Portfolio
Strategy
-
Ways
to develop tools to allocate resources
-
Learning
how focus and selectivity are essential for success
-
Allocation
of marketing resources
-
Standard
portfolio models
-
Customized
portfolio analysis
-
Competitive
advantage
Competitive
Analysis
-
Understanding
your competitors’ strategies, strengths and weaknesses
-
Anticipating
and developing effective moves to neutralize their tactics
-
From
management to strategy
-
Military
and business strategy
-
The
four levels of strategy
The
Marketing Decision-Making Process
-
Methods
for developing a marketing plan that supports your company’s
overall business strategy
-
Integrating
each element of the marketing mix into the marketing plan
-
Problem
identification
-
Internal/external
analysis
-
Strategy
formulation
-
Implementation
and control
