B A 370 Lecture Notes - Lecture 4: Competitive Advantage, Starbucks, Swot Analysis
Document Summary
Chapter 2: developing marketing strategies and a marketing plan. Competitive advantage based on location is not easily duplicated. Starbucks makes it difficult for competitors to enter a market and find good locations. Single strategy is usually not enough to build a sustainable competitive advantage. Successful products and services are those that customers perceive as valuable enough to purchase. Price is what the customer is willing to pay for a product they perceive as good value. Stars = high market growth rate and high relative market share. Question marks = high market growth rate and low relative market share. Cash cows = low market growth rate and high relative market share. Dogs = low market growth rate and low relative market share. Market penetration = current markets and current products and services. Product development = current markets and new products and services. Market development = new markets and current products and services.
