MKTG3306 Lecture Notes - Lecture 2: Team Danmark, Aldi, Cost Leadership
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Agenda: case study discussion (e-types, an introduction to strategic marketing. Tips for exam: lecture slides will not help, ke(cid:455) slide to look at is (cid:862)(cid:373)ai(cid:374) take a(cid:449)a(cid:455)(cid:863) slide at e(cid:374)d, focus on workbooks, use it to study for exam. Strategic marketing: all about the how and where, (cid:862)ho(cid:449)(cid:863) 4p(cid:859)s, (cid:862)whe(cid:396)e(cid:863) industry. What is e-types: design firm based in copenhagen, denmark, profitable, very busy expanding base of international clients 25 people, history of mergers, growing and expanding business. What does e-types do: they help conceptualise strategic directions for companies. What makes e-types successful: quality, customer focused, big clients, good reputation. I(cid:374)(cid:374)o(cid:448)ati(cid:448)e (cid:862)edg(cid:455)(cid:863: highly differentiated, employ creative people, the way they merge. If they present edgy design, they stay true to their identity: keep the designers happy as they are the future success of the business, reinforce the street-cred and make their life easy going.
