ADMS 2200 Lecture Notes - Lecture 7: Ikea, Blackboard, Crystal Pepsi
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Adms 2200 week 7: segmentation, targeting, positioning, attractiveness, competence, benefit of sharing, industrial life cycle. High costs, only if can set up barriers. Targeting on different income families eg. tv industry. No competency to achieve, skill & money needed. Eg. vcr responded to dvd: reduce price & develop other features. When starting a business, take one segment only. Market dominance by a small number of firms. Compete in terms of volume at this stage. More market share -> lower cost -> greater volume. Eg. walmart: we sell for less everyday (low price image, but low quality?) Cost leadership strategy, changed into: save money, live better. Eg. zellers: everything from a to z (failed using a selective segmentation) Eg. ikea: more than design and reasonable price (ready-to-be-assemble, low cost) Underpositioning eg. crystal pepsi, customers do not care. Confused positioning, who are the customers the product targeting at. Doubtful positioning eg. cimarron by gm"s cadillac division.