Marketing Strategy Dino

Design school
Concept of strategy. internal to external; swot analysis
Planning school
Formal and rigorous process of steps taken.
positioning school
analytical process; competitive advantage or BCG Matrix
Entrepreneurial School
visionary process within the mind of a charismatic leader
Cognative
Mental process. how people perceive patterns.; group think
learning school
emergent process. long term of seeing what does and does not work.
power school
Negotiation process. either between power holders in the company or with stakeholders.
Culture school
Collective process. including all groups to work collectivly
environment school
Environment is and actor not a factor. we react to the external challenges imposed
configuration school
transformation process. from one decision making structure to another.
Market panetration
increase market share and product usage
Market development strategy
EXPAND MARKET(geographic)
product development strategies
EXPAND PRODUCT LINES, PRODUCT IMPROVEMENT
Diversification strategies
Verical intergration
diversification into related markets(concentric)
diversification into unrelated markets;(conglomerate)
Characteristics of SBU
Homogeneous set of markets with limited number of related technologies.
Unique set of product markets
control over factors necessary for successful preformance
reposibility for their own profitability.
SBU planning process
Vision
SWOT analysis
Formulate Goal, Strategy, and Program
Implement
Feedback
Evaluating a marketing plan
SIMPLE
COMPLETE
SPECIFIC
REALISTIC
Marketing Plan CONTENTS
Executive Summary
Table of contents
Situational analysis
Marketing Strategy
Marketing Tactics
Financial Projection
Implementation Controls