MARK 301 Lecture 1: lecture 1

• School: Concordia University
• Department: Marketing
• Course: MARK 301
• Professor: Kamila Sobol

Document Summary

Problem statement: identify and analyze all (internal & external) information relevant to the problem and decision at hand. Swot analysis: analytical (not descriptive-do not restate facts of case)/comprehensiveness, depth and thoroughness. Use information in the case + secondary research. Strengths + internal: positive brand recognition, intellectual property, skilled workforce, financial resources. Weaknesses internal: poor financial performance, market image, quality raw materials. lack digital presence, customer awareness, limited marketing resources, outdates tech(cid:374)ologies . Opportunities + external: (cid:862)co(cid:373)petitio(cid:374) ca(cid:374)"t easily i(cid:373)itate (cid:374)ew tech(cid:374)ology(cid:863). Not(cid:863): target (cid:374)ew seg(cid:373)e(cid:374)t(cid:863) yes: (cid:863)women segment is showing increasing interest i(cid:374) wi(cid:374)ter sports(cid:863) -> served-> growth,profitability. Ie: new technology, changing consumer preference, gov. regulations, elimination of international trade barriers. Ie: emergence of new competitors, increased trade barriers, new technology ( blockbuster & netflix) Customer-ideal customer profile, market size and growth, need analysis, perceptions, expectations. Company-financials, value proposition & competitive advantage, strategies (4ps), weaknesses. Competitor-financials, strategies (4ps), competitive advantage, weaknesses, barriers to entry; competitive intensity.