MKTG3310 Study Guide - Final Guide: Transculturalism, Price Skimming, Gumtree

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29 Aug 2018
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Mission vision strategic analysis strategy. Resistance to change: people may not like the risk of changing the way they do things. Lack of stakeholder commitment: all stakeholders must stay committed to a change. Strategic drift: shifting away from what the company is good at. Strategic dilution: bringing about too much change, doing things differently all the time. Failure to understand progress: failure to implement changes. Initial fatigue: maki(cid:374)g too (cid:373)a(cid:374)y (cid:272)ha(cid:374)ges that you (cid:272)a(cid:374)(cid:859)t keep track of. Impatience: wanting things to succeed early or wanting a premature outcome. No celebration of success: not (cid:272)he(cid:272)ki(cid:374)g (cid:449)hat is (cid:449)o(cid:396)ki(cid:374)g a(cid:374)d (cid:449)hat is(cid:374)(cid:859)t. Scenario planning: familiarisation, discovery, scenario building, action and integration. Customers are: willing to take risks, demand new and innovative products, high per capita income, high usage of similar products. Lead market potential: cost advantage, demand advantage, export advantage, market structure advantage, transfer advantage.

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