GEO 793 Lecture Notes - Swot Analysis, Marketing Mix, Direct Marketing
14 Nov 2012
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Document Summary
Market segmentation analyses: macro environment: steep analysis (sociocultural & demographic, technology, economic, ecology & Strengths (internal organizational strengths): expertise, product efficiencies, superior product, etc. Weaknesses (internal organizational weaknesses): lack of expertise, location, inferior product, etc. Opportunities (external market opportunities): developing market, alliances, weak competitor, etc. Threats (external market threats): new/ strong competitor, change in regulation, etc: micro environment: porter"s 5 forces. Threat of entry: relative strengths of barrier to entry. Power of buyers: relative concentration, differentiation, propensity to switch. Power of suppliers: relative fragmentation, brand power, propensity to switch. Threats of substitutes: lack of real differentation, product-for-profit, generic: target segment analysis: stp. Market segmentation: identity basis for segmenting the market, develop segment profiles. Rfm [recency (latest purchase timing), frequency (total number of purchases, specific period), monetary (purchase value, specific period)]: popular in the non-for profit sector and in direct marketing. Decile: best customer criteria clusters (80/20 rule- 80% of sales from 20% of customers)
