MKTG 341 Lecture Notes - Lecture 2: Blue Ocean Strategy, Performance Indicator, Marketing Mix
10 Feb 2017
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Rivalry among existing competitors (the center forces: threat of new entrants bargaining power of suppliers threat of substitute products or services bargaining power of buyers, main model to determine strategies. Finding a market that no one is in creating a new one. Hierarchy of strategies: corporate level organization, business level sbu (strategic business units, operational level business activities. Competitive advantage: capabilities & resources (equipment, location, brands, staff, etc. ) distinctive competencies cost advantage or differentiation advantage value creation. Core competence: the one thing that the company does absolutely fantastically, e(cid:454). Apple"s is desig(cid:374: the company focuses on this to gain an advantage. Legacy trap: thi(cid:374)gs a(cid:374)d ti(cid:373)es are cha(cid:374)gi(cid:374)g, a(cid:374)d if the co(cid:373)pa(cid:374)(cid:455) does(cid:374)"t ha(cid:448)e the resources or do not want to adapt to modern times and technology, they will get left behind. Step 2: situation analysis swot (internal) strengths, weaknesses, (external) opportunities, threats.
