MKTG6004 Lecture Notes - Lecture 11: Competitive Advantage, Swot Analysis, Lean Manufacturing
Document Summary
Launch is a phase, not specific date. Image: first-time customers, mainly in growth markets or with innovative products, replacement demand, to win/retain own customers, compete with own firm, re-sell products e. g. software upgrade, selective demand, win market share from competition, common for mature markets. Permanence how long will the product stay in the market (marketing research: here to stay regardless (become new flagship/leading product, here to stay if sales are good (depending on competitor, short term only (trend/time of year) Immediate product replacement: no replacement, extra product. Scope of market entry: enter all markets at once, roll-out to markets gradually. Competitive relationship: make no direct reference of competitors, avoid a specific competitor, target a specific competitor (competitive advertising e. g. coke / pepsi) implicit/explicit. Image to what extent is it being altered: entirely new image, major change in image, minor change in image, no change in image. Formulated on principles of postponement and is based on response-based logistics (pull)
