Mar-3023 Lecture Notes - Lecture 3: Oligopoly, Market Analysis, Competitive Advantage
Document Summary
Market opportunities: market opportunity- where circumstance and timing meet to create strategic windows. Identification of market opportunity: ebay first mover in c-to-c marketing, recession and wal-mart, tar(cid:271)u(cid:272)ks was a(cid:374) opportu(cid:374)ity for m(cid:272)do(cid:374)ald"s. Core competencies: strengths, things a firm does well, competitive advantage= opportunity + competency. Sbus: strategic business unit- a division or unity within a larger parent company, f u has (cid:1005)(cid:1009) bus the cob has (cid:1010) Origins of marketing strategy: mission statement , corporate strategy , business unit strategy , marketing strategy , marketing mix elements , product, distribution, promotion, price. Successful sbus: market share- the percentage of a market that actually buys a specific product iphone has 44% of the us market; android has 55% Inbev now has 45% of the us beer market: bcg grid. Internal marketing: how companies treat their employees, chick fil a, dan cathy, the ceo and founders son, works one day a year in a store.
