ADM 2320 Chapter Notes - Chapter 2: Operational Excellence, Competitive Advantage, Apple Watch

• School: University of Ottawa
• Department: Administration
• Course: ADM 2320
• Professor: Ajax Persaud

Document Summary

Planning phase: deine mission/objecives 2) situaion analysis. 3) idenify and evaluate opportuniies 4) implement markeing mix. Not always sequential: ie. uncover a problem in step 4, go back to step 3 to make changes. Example: heart and stroke improve canadian health through research, promoion, advocacy. Situaion analysis: swot, through changes in cdstep*** chapter 3. Step 3: id and evaluate opportunities chapter 6. Stp: segmentaion, targeing and posiion used to id/evaluate opportuniies. Segmentaion: dividing customers into segments, groups of consumers who respond similarly to given product/service because of same needs (cars: family vs luxury) Targeing: ater id"ing segments, evaluate atraciveness of segments (teens doritos) Posiioning: ater s and t, irm decides how to pursue the segment how to inluence consumer"s percepion. Product and value creaion: make products that customers deem valuable enough to buy. Place and value delivery: make product available where and when available. Promoion and value communicaion: ex- canadians abroad can ind canadian groceries online.