strategic marketing issues - venturebean · strategic marketing issues soumya sarkar. customer...
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STRATEGICMARKETINGISSUES
SOUMYASARKAR
CUSTOMERINTERFACINGLAYER
StrategicChoicesDecisionIssues
Howtocompete?
BrandStrategy Singlevs. Multi-brand
Brandingstrategy
Introductionofanewproduct(entryintoanewproductcategory)withanexisting brandnamevs.a
newbrandname
CUSTOMERINTERFACINGLAYER
StrategicChoicesDecisionIssues
Howtocompete?
ChannelStrategy
Singlevs. Multi-channel
Onlinevs. onlineandoffline
CUSTOMERINTERFACINGLAYER
StrategicChoicesDecisionIssues
Howtocompete?
Distribution(intensity)Strategy
Intensivevs.selectivevs.exclusive
PositioningStrategy
Relative tothepositioning ofitscompetitors’product
offerings
Inindividual marketsegmentsrelative tothepositioning ofitsofferingsinothersegments
CUSTOMERINTERFACINGLAYER
StrategicChoicesDecisionIssues
Howtocompete?
PricingStrategyMarket
penetrationvs.marketskimming
ProductLineStrategy Broadvs. narrow
CUSTOMERINTERFACINGLAYER
StrategicChoicesDecisionIssues
Howtocompete? PromotionStrategy Predominantlypushvs.predominantlypull
CUSTOMERINTERFACINGLAYER
StrategicChoicesDecisionIssues
Howtocompeteinindividualcountry
markets?
MultinationalMarketingStrategy/Global
CompetitiveMarketingStrategy
Standardizationofspecificcompetitive marketingvariables acrosscountry
marketsvs. partialstandardization/partialadaptationacrosscountrymarketsvs. adaptation toindividual countrymarkets
PRECURSORTOCUSTOMERINTERFACINGLAYER
StrategicChoicesDecisionIssues
Wheretocompete?
TargetMarketStrategy
Market(s)toserveMarket
segment(s)toserve
PRECURSORTOCUSTOMERINTERFACINGLAYER
StrategicChoicesDecisionIssues
Wheretocompeteandhow
tocompete?
BusinessScopeStrategy
Customerfunctionstoserve(Customerneeds tosatisfy)
Customergroupstoserve(Marketsandmarketsegmentsto
serve)
Technologiestoutilize
Stagesofthevalueaddedsystemtoparticipatein
PRECURSORTOCUSTOMERINTERFACINGLAYER
StrategicChoicesDecisionIssues
Where tocompeteandhowtocompete?
Product-marketCoverageStrategy
Single product-marketconcentration vs. marketspecialization vs. productspecialization vs. selective
product-marketspecialization vs. full
product-market coverage
PRECURSORTOCUSTOMERINTERFACINGLAYER
StrategicChoicesDecisionIssues
Howtoenter/exitaproduct-market?
MarketEntryStrategy
Internaldevelopmentvs. acquisitionvs.jointventure/strategicalliance
MarketExitStrategy Spin-offvs. sell-offvs. phaseout
PRECURSORTOCUSTOMERINTERFACINGLAYER
StrategicChoicesDecisionIssues
Whatshouldbetherelativeemphasisonalternativegrowth
strategies?
Product-MarketGrowthStrategies
Marketpenetrationvs. market
developmentvs.productdevelopment
InnovationStrategies Radicalvs.incremental
PRECURSORTOCUSTOMERINTERFACINGLAYER
StrategicChoicesDecisionIssues
Whatshouldbetherelativeemphasisonalternative
growthstrategies?
NewProductDevelopmentStrategies
Development ofvarietyextensionvs.replacement vs. competitive substitutevs.
newtothe firmvs. newtotheworld
CustomerRetentionversus
Acquisition
Retainingpresentcustomers (defensivestrategy)vs. acquiring newcustomers
(offensivestrategy)
CRMStrategy
Marketingprogramsemployedfor:acquiringnewcustomers,retainingpresentcustomers,recapturinglostcustomers,reactivatingdormantcustomers,enhancingtheprofitabilityand/orrevenuestreamsofrelationships
withpresentcustomers