MKT 300 Lecture Notes - Lecture 1: Cost Leadership, Swot Analysis, Monopolistic Competition
Document Summary
Marketing strategy: a review: consumer"s perception of value strategic direction marketing mix decisions, company"s core strengths & weaknesses strategic direction marketing mix. Decisions: current and future state of competition strategic direction marketing mix. Decisions (external analysis on competition: business environment factors strategic direction marketing mix decisions. Marketing strategy: where do we start: organize our research/thoughts/analysis, what tools do we have for this organization, swot strengths, weaknesses, Technological: inventions innovations, it, internet, energy costs, etc. research, and. Environmental: resource availability, waste, by- products and environmental impact, etc. Economic: interest rates, government spending, unemployment, taxation, exchange rates, etc. Political: regulations, trade policies, political stability, safety regulations, etc. Legal: employment laws, contract laws, trade unions, consumer protection. Ethical: bribery, client confidentiality, transparency, ethically correct, etc. Monopoly / no competition: is where there is a single supplier who has control over price, quality and supply. Oligopoly: is a market dominated by a few suppliers that require very large investments in equipment or technology.
