Textbook Notes (368,651)
Canada (162,033)
UOIT (554)
Business (277)
BUSI 4220U (13)
Chapter 10

BUSI 4220U Chapter 10: BUSI4220U - Chapter 10

5 Pages
75 Views
Unlock Document

School
Department
Business
Course
BUSI 4220U
Professor
Salma Karray
Semester
Winter

Description
Strategic challenges addressed in chapter 10 Transition periods are commonly accompanied by a shakeout during which weaker businesses fail, withdraw from the industry, or are acquired by other firms Challenges in mature markets o A primary marketing objective of all competitors in mature markets is simply to hold their existing customers Challenges in declining markets o Technological advances, changing customer demographics, tastes, or lifestyles, and development of substitutes Shakeout: the transition from market growth to maturity Characteristics of the transition period Strategic traps during the transition o The failure to recognize the events signaling the beginning of the shakeout period o Get caught in the middle during the transition period without a clear strategic advantage o Failure to recognize the declining importance of product differentiation and the increasing importance of price or service o Sacrificing market share in favor of shortrun profit Strategic choices in mature markets Success in mature markets requires a strategy to sustain a competitive advantage, customer satisfaction, and loyalty, and creative marketing programs to pursue growth or profit opportunities as conditions change Strategies for maintaining competitive advantage o Analyzer and defender strategies may be appropriate for units with a leading, or at least a profitable, share of one or more major segments in a mature industry o Both analyzers and defenders can attempt to sustain a competitive advantage in established product markets through differentiation of their product offering (either on the basis of superior quality or service or by maintaining a lowcost position) o In both consumer and commercial markets, customers seek good value for the money, either a solid, nofrills product or service at an outstanding price or an offering whose higher price is justified by the superior benefits it delivers on one or more dimensions Methods of differentiation
More Less

Related notes for BUSI 4220U

Log In


OR

Join OneClass

Access over 10 million pages of study
documents for 1.3 million courses.

Sign up

Join to view


OR

By registering, I agree to the Terms and Privacy Policies
Already have an account?
Just a few more details

So we can recommend you notes for your school.

Reset Password

Please enter below the email address you registered with and we will send you a link to reset your password.

Add your courses

Get notes from the top students in your class.


Submit