MKT 300 Study Guide - Midterm Guide: Client Confidentiality, Monopolistic Competition, Blue Ocean Strategy
16 Sep 2017
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Why products fail? (cid:887) forces model of competition: Sales below expectation: no differentiation advertisement, poor market definition, and lack of channel support. Profit below expectation: production costs underestimated, low sales volume, selling costs high. Situation analysis: (cid:887)c"s: customers (cid:523)decision making process: problem recognition, info search, evaluate alternatives, purchase decision, post-purchase evaluate(cid:524); context (cid:523)macro: demographic, economic conditions, socio-cultural environment, political/legal, technological, natural environment(cid:524); company (cid:523)business model, competitive strategy(cid:524); collaborators & complementors; competitors. Rivalry among competitors : equal-sized, growth rate, price-based competition, differentiation. Potential new entrants economies of scale, capital, government regulation. Bargaining power of buyers indirect buyers, concentration, knowledge, switching costs, seller"s product unique. Bargaining power of suppliers : (cid:523)strong(cid:524) unique inputs, labor unions, no substitutes, buyer group, information. Substitutes the unanticipated competitor, technology, switching costs are low, cost vs. benefits. Spestle: (cid:708)social-cultural: demographic, lifestyles, education, live conditions (cid:709) (cid:708)technological: research, inventions and innovation, )t,
