ADM 2320 Lecture Notes - Lecture 2: Boston Consulting Group, Aquafina, Ipod Nano

• School: University of Ottawa
• Department: Administration
• Course: ADM 2320
• Professor: David Delcorde

Document Summary

Chapter 2: developing marketing strategies & a marketing plan. Lo2 describe elements of a marketing plan. Lo3 analyze a marketing situation using a swot analysis. Lo4 explain how a firm chooses what consumer group(s) to pursue with its marketing efforts. Lo5 outline implementation of marketing mix as a means to increase customer value. Lo6 describe how firms grow their businesses. A related marketing mix four p"s. Nike strong brand, technology, strong customer base, loyal customers. 4 strategies to create & deliver value & a sustainable competitive advantage (1) customer excellence. Strong supplier relationships (back to efficient oper. ) In text how firms can use various elements of marketing mix to achieve a competitive advantage. In recent years, firms (e. g. netflix) have achieved competitive advantage using operational excellence: operational excellence: achieved thru efficient operations, excellent supply chain management & strong relationships with suppliers.