MKTG 735 Lecture Notes - Lecture 2: Target Market, Product Differentiation, Htc

• School: University of Calgary
• Department: Marketing
• Course: MKTG 735
• Professor: Chris Holdsworth

Document Summary

Step 1: de ning the mission and/or vision good mission statements! !- focus on limited number of goals ( focused ) ! Step 2: conduct a situation analysis using swot ! Situational/ environmental analysis the most critical analysis. The five c"s [ company, collaborators, customers, competitors,climate ] ( pest political, Economics : the global recession, employees, lay offs ! Socio-cultural : must have an idea of whats going on. Trends { media, } socio cultural trends, moving on to better opportunities , data streaming ! Threats: new phone companies has entered into the industry. Collaborators : apple, htc, ( manufacturers ), nhl network. Customers: ( generally unhappy with rogers , ! Competitors : bell, telus & rogers wind [ market share : how much money is in the environment ] Highest level of strategic analysis [ porter"s five forces model ] Able to get side swiped, if you don"t step back you may miss something.