MKT 100 Lecture Notes - Lecture 3: Boston Consulting Group, Customer Service, Competitive Advantage

• School: Ryerson University
• Department: Marketing
• Course: MKT 100
• Professor: Anthony Francescucci

Document Summary

Slide 4: it"s necessary to plan but it"s also important to go back and evaluate your performance against your plan which is why math is important. Slide 5: planning happens in many different levels. Strategic business unit level (sbu): example is ge (general electric: some of their sbus: g capital, operate independently. Slide 6: big aspect of planning is creating successful strategies to create a business. Vertical axis: market growth rate: if expected growth rate is high or low. What can a company do to continue to grow in a difficult retail environment. Sustainable competitive advantage: something your business does well that customers perceive as valuable that cannot be easily copied in the short term. Compete based on locational and operational excellence. Helps business managers understand what"s going on in the business. Diet soda market: comp: other diet colas, non-diet colas, water. Share of market: company sales as % of total industry sales.