MKT 730 Chapter Notes - Chapter 12: Market Entry Strategy, Emerging Markets, Gang Of Youths

• School: Ryerson University
• Department: Marketing
• Course: MKT 730
• Professor: Laila Rohani

Document Summary

Core offensive strategies: invest to grow. Invest marketing resources to grow the market demand, market share, or customer revenue: improve position. Invest to improve/strengthen competitive position and deliver stronger value proposition, higher margins, and higher levels of customer loyalty: new market entry. Invest to enter new related markets, enter new unrelated markets, or develop new product markets in an effort to reduce exposure to market swings in sales and profits. However, some of these positions could use a defensive strategy depending on what the circumstances and goals of the business are. Core strategy 1 - invest to grow sales in existing markets: strategic objective. Core strategy 2 invest to improve competitive position: strategic objective. Core strategy 3 invest to enter new markets: strategic objective. Many factors affect a business" ability to grow its market share: the first being, its share potential. S hare potential index(spi)=product awareness x product performance x purchaseintentions x product availability x purchase rate.