MKT 300 Study Guide - Midterm Guide: Current Value, Private Label, Beia

• School: Ryerson University
• Department: Marketing
• Course: MKT 300
• Professor: Armand Gervais

Document Summary

Situation analysis: 5 c"s: analyze competition (competitive strategy, business model, collaborators and complementors (materials, suppliers, competition (business models, strategies, context (demographic,economic,political,tech, analyze customers (needs, decision making process) Roic = net operating profit after tax / total invested capital. Porter five forces: threat of new entrants bargaining power of suppliers bargaining power or buyers threat of substitutes all create . Supplier power: unique inputs, few suppliers, labor unions, switching costs, no substitutes, price sensitive buyers. Buyer power: indirect buyers, knowledge, switching costs, concentration, unique product from seller. Threat of entry: high entry barriers (capital requirements, gov"t regulations) Threat of substitutes: unanticipated competitor, technology, low buyer switching costs. Rivalry: intensifies- many equal sized competitors, slow industry growth rate, price-based competition. Generic business strategies: cost-leadership, differentiation, cost-focus, differentiation focus. Marketing mix: product, price, place, promotion, people, physical evidence, process. Market segment- a group of consumers who share a similar set of needs and wants within an overall market.