COMMERCE 2MA3 Chapter Notes - Chapter 2: Swot Analysis, Operational Excellence, Customer Service
13 Sep 2016
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Document Summary
Chapter two developing marketing strategies and a marketing plan. Marketing strategy: identi es a rm"s target market(s), a related marketing mix the four ps, and the bases upon which the rm plans to build a sustainable competitive advantage. Sustainable competitive advantage: something the rm can persistently do better than its competitors that is not easily copied and thus can be maintained over a long period of time. Customer excellence: involves a focus on retaining loyal customers and excellent customer service. Operational excellence: involves a focus on ef cient operations and excellent supply chain management. Product excellence: involves a focus on achieving high quality products and effective branding and positioning. Locational excellence: involves a focus on good physical location and internet presence. Marketing plan: a written document analyzing the current marketing situation (swot), marketing objectives and strategy for the four ps, action programs, and projected nancial statements.
