...COMPETITIVE MARKETING STRATEGY INTRODUCTION Building strong brands requires a keen understanding of competitors, and competition grows more intense every year. New competition is coming from all directions – from global competitors seeking cost-efficient ways to expand distribution; from private-label and store brands designed to provide low-price alternatives; and from brand extensions from strong megabrands leveraging their strengths to move into new categories. One good way to start to deal with competition is through creatively designed and well executed marketing programs. To effectively device and implement the best possible brand-positioning strategies, companies must pay keen attention to their competitors. Markets have become too competitive to focus on the consumer alone. COMPETITIVE FORCES Michael Porter has identified five forces that determine the intrinsic long-run attractiveness of a market or market segment: Industry competitors, potential entrants, substitutes, buyers, and suppliers. The threats these forces pose are as follows: 1. Threat of intense segment rivalry- A segment is unattractive if it already contains numerous, strong, or aggressive competitors. It's even more unattractive if it's stable or declining, if plant capacity must be added in large increments, if fixed costs or exit barriers are high, or if competitors have high stakes in staying in the segment. These conditions will lead to frequent price wars, advertising battles, and new-product...
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...Intellectual Property, Patent Infringement, Presumption of Validity, Burden of Proof Ken Intellectual Property, Patent Infringement, Presumption of Validity, Burden of Proof According to the case, Microsoft Corp. v. i4i Limited Partnership and Infrastructures for Information, Inc. (10-290) (2011), Microsoft was sued by the software entity i4i Limited Partnership and Infrastructures for Information Inc. The company alleged that i4i’s patent was infringed by Microsoft Word’s XML processing and editing functionalities (Microsoft Corp. v. i4i, 2011). Meanwhile, Microsoft put forth a counter lawsuit, challenging the patent registered by i4i was invalid under the on-sale bar provisions because the technology was sold more than one year before the patent was formally applied (Microsoft Corp. v. i4i, 2011). The software entity i4i Limited Partnership and Infrastructures for Information Inc. (henceforth referred to as "i4i"), is a computer software company that specializes in designing and selling computer software. In June 1994, i4i applied for a patent covering its innovative technology that enables the manipulation of the structure and content of an electronic document. This technology is commonly known as "markup language," and more specifically allows the placing of tags to facilitate the manipulation. One specific markup language, known as XML, allows users to customize their own tags. The overall entity of the document’s structure and tags is known as the...
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...and Henrik recognized the opportunity in Lebanon beer segment and would like to start a business The 961 Beer was the first craft brewing company in Lebanon founded by Hajjar and Henrik in 2006. It faced both political problems and economic challengers when it started. Almaza, the local company who dominated the Lebanese market, was acquired by Heineken, a worldwide brewing company, in 2002. As a strong competitor, it gained more advantages in technology, experiences and the famous brand name, and still tried to exercise its power to convince other stop selling 961 beers. Although the company operating under many adverse conditions, Hajjar and Henrik had stubborn and sheer determination and the ability not to give up, so they kept trying and always found new solutions to get into succeed. They opened a pub to introduce their beers and got a good sales strategy. After four year growth, the annual sales volume went from 6,000 cases in 2008 to 200,000 cases in 2012 which was a significant increasing. The company was aim to make the best possible beer by using fresh raw materials without additives and preservatives. The greater quality and more beer diversity gained from adding local special ingredients. It set its trademark as innovation and made all beers in the traditional way. It also used its starting background as a...
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...6/30/2014 2 The science of Decision-making 1 6/30/2014 3 Speed ventures Instructions Get into groups Reach a group decision to race or not race Assumptions Speed Ventures gets to keep the oil contract except if the engine blows Goodstone has given $40,000 for the Pocono Race, But your racing teams gets 1 Million if you finish in top 5 Rules You have 30 minutes to reach a decision Person with most gadgets on their watch is timekeeper As a group you must decide whether to race or not race! 4 Four possibilities Finish Top 5 $1,500,000 Finish but NOT in the top 5 $500,000 $500,000 Race and blow engine $0 2 6/30/2014 Sec 62: Speed Ventures Groups Group 1 Group 2 Group 3 Group 4 Group 5 Group 6 Group 7 Group 8 Group 9 Group 10 Group 11 Group 12 Group 13 Francisco Larrain Echeverria Nicolo Parravicini Cameron Murphy Eric Haddenhorst Paksikorn Tubtimthong Jose Lopez Lecube Jutatit Pumarin Alexander Bourdeau Javier Bernuy Giraudi Fuentes Mo Wang Kangseok Ji Piotr Bielaczyc Anja Zhao Ramakrishna Sayoji Rao Goli Nicolas Izquierdo Chadwick Lauren Zsigray Nicholas McGann Varun Mathur Ty Findley Michal Krowinski Daryl Brown Johann Narvekar Nathan Bell Laura Luedke Adam Tollefson David Nichols Taylor Hougland Jaskaran Bakshi...
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...right manner. Highlighting on the positive actions an engineer can do in a limited boundary will for sure increase the interest in the ethics code and abiding by it at all times. The engineers should always learn from previous mistakes and ensure that there are no recurring errors. At the beginning of the articles, the authors are keen to start by referring to tragedies that might have happened some years back. The perception of every author is that when you make a mistake you will always find a way not to repeat or ways of amending the mess once for all. William T. Lynch in his article States the scenario whereby, the vice president of engineering Robert Lund had been championing against launching the challenger. Charles Davis similarly begins his article by explaining the Challenger accident. After the accident, it was fundamental to sensitize future engineers on the ongoing construction of risk during mundane engineering practice. The engineers should be well equipped in addressing the issues of public health, safety, and welfare before requiring any heroic intervention. The engineering ethical code of conduct is critical to the human security hence outlines clear recommendations that guide the engineers in their activities. Therefore, fundamental for the engineers to understand the importance of precedents, incremental change, and the fallible judgment. By this, it will help them anticipate potential threats to the public safety that arise from routine aspects of workplace culture...
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...ON: The 12 Archetypes of Jung used in Marketing Source: http://joannapenabickley.typepad.com/on/2007/06/on_the_12_arche.html Also see The term "archetypes", as it is used in marketing today, has its origins in Carl Gustav Jung's theories. He believed that universal, mythic characters— archetypes—reside within the collective unconscious of people the world over. Archetypal images represent fundamental human desires and evoke deep emotions. There are 12 archetypes which symbolizes a basic human need, aspiration or motivation. In other words, an archetype is a human type in its purest form: the classic hero, outlaw, ruler, etc. Each type has its own set of values, meanings and personality traits. 1. The Innocent Motto: Free to be you and me Core desire: to get to paradise Goal: to be happy Greatest fear: to be punished for doing something bad or wrong Strategy: to do things right Weakness: boring for all their naive innocence Talent: faith and optimism The Innocent is also known as: Utopian, traditionalist, naive, mystic, saint, romantic, dreamer. The Innocent provides an identity for brands that: * offer a simple solution to an identifiable problem are associated with goodness, morality, simplicity, nostalgia or childhood * are low or moderately priced are produced by a company with straightforward values need to be differentiated from brands with poor reputations. 2. The Regular Guy/Girl Motto: All men and women are created equal Core Desire:...
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...INDEX Sr. No. | Contents | Page No. | 1. | INTRODUCTION TO COST CUTTING | 02 | 2. | COST CUTTING – AN ANALYSIS | 06 | 3. | CORPORATE COST CUTTING | 18 | 4. | COST CUTTING– A TRADITIONAL APPROACH TO POOR FINANCIAL PERFORMANCE | 24 | 5. | CHALLENGER CORPORATE COST-CUTTING SURVEY | 27 | 6. | COST CUTTING : DIFFERENT COMPANIES DIFFERENT METHODS A GIST | 31 | 7. | CONCLUSION | 32 | 8. | REFERRENCES | 33 | 1. INTRODUCTION TO COST CUTTING Cost cutting, cost reduction, consolidation or cost management have become central planning topics in all competitive markets. An established company in a maturing market is likely to see the best return from investments in cost cutting – but this has to be balanced with investments that will grow the top line – typically a mixture of selling more to existing clients (market penetration) finding new clients both locally and internationally (market development) and creating new profitable products and services (product development). This mix of strategies has been referred to as the golden circle: Consolidation improving cash flows which can be used to invest in building profitable sales in existing markets (market penetration); More profitable home market sales enabling investment in the existing product/ service mix in new markets (market development); More profitable sales in home and new markets enabling investment in new products and services which can then be transferred to existing distribution channels (product development)...
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...how co-branding affects the company in positive ways and negative ways. There are several reasons why some companies would want to pursue co-branding. The first one is that co-branding can attracts a wide range of consumers. Because once company adopts the co-branding, for consumers, it means that it provides more selection and more function of products. For example: Nike and Ipod, announced a partnership, which resulted in forming a coopetitive alliance of co-branding named “Nike+Ipod”. They call the co-brand product “Nike + Ipod Sport Kit”. The consumers can download the music from the Ipod website for free. They realized that there is one kind of the potential consumers who like to listen to music while can achieve the aim of the exercise. This is the change from a single product to a diverse selection of...
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...“WHAT IS THE RELATIONSHIP BETWEEN DIVERSIFICATION AND PERFORMANCE, PARTICULARLY IN EMERGING ECONOMIES? WHAT ARE THE FACTORS WHICH ARE RELEVANT FOR SETTING THE CONTENTS OF THAT RELATIONSHIP?” By João de Almeida Frazão Caro de Sousa Master Thesis Submitted to ESADE Business School in fulfilment of the requirements for the Degree of Master of Science in International Management ESADE Business School May 2012 Master of Science in International Management – ESADE Business School i Master of Science in International Management – ESADE Business School Table of Contents Introduction ..................................................................................................................................... 1 Theoretical Background 1. Diversification ......................................................................................................................... 5 1.1 General Observations ........................................................................................................ 6 1.2 Different types of diversification strategies....................................................................... 7 1.3 The costs and benefits of diversification ........................................................................... 8 1.4 Diversification Trends ....................................................................................................... 9 A. The Lack of Significant Relationship ................................
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...External and Internal analyze through specific models C) Major changes on the market D) Apple’s strategic positioning: a specific target audience III – Recommendations and Justifications A) Drawing of frightening competitor B) Possible strategies C) What Apple is looking for and how to reach it? Conclusion Appendix Introduction In a period of financial turbulences, the consumer electronics market is facing several challenges where every company have to differentiate themselves and bring something more through innovation in to be able to maintain their competitive advantage and to grow their market share. In this case, Apple, great name, is probably the most innovative corporation established on this market by staying aware of the trends evolutions as well as of the electronics consumers’ needs to gain competitive advantages. Indeed, its orientation over frequents innovations, a precise listening of its consumers’ needs and expectations, as well as a particular response to competition have allowed the company to become a renowned brand. Thus, Apple is an American corporation founded on the 1st April 1976 by Steve Jobs, Steve Wozniak and Ronald Wayne, but Steve Jobs has remained the most well-known one. Thereby, the company...
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...This essay will establish the relationship between groupthink and unethical behaviour among group members. The first part of this essay will define unethical behaviour and the phenomenon of “groupthink”. It will describe how groupthink arises from extreme elevated negative group cohesion. It will outline the behaviour of groupthink dynamics (such as self-importance, over commitment, and excessive devotion to the group) and how groupthink dynamics contributes to unethical behaviour. Next, the essay will identify how groupthink has contributed to the unethical behaviour in the highest levels of decision making. The second part of this essay will identify the role and definition of the devil’s advocate, and how the devil advocate promotes positive communication. Finally, the essay will discuss the importance and the effectiveness of utilizing the devil’s advocate within group decisions for changing unethical behaviour within groupthink. Belonging to a group can promote negative cohesion as it promotes the probabilities of low quality decision making resulting in unethical behaviour among group members. The Oxford University Press (2015) defines unethical behaviour as “lacking moral principles; unwilling to adhere to proper rules of conduct”. Decision making in groups can be hindered by elevated cohesiveness and conformity resulting in the phenomenon called “Groupthink” it can transpire in the highest levels of decision making to the basic levels of social association (McCauley...
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...Kalim Khan Table of Content Table of Content 1. CUSTOMER RELATIONSHIP MANAGEMENT...................................................................3 2. SEGMENTATION, TARGETING, POSITIONING & PRODUCT DIFFERENTIATION...............4 3. PRICING STRATEGIES.................................................................................................10 4. ADVERTISING STRATEGIES........................................................................................17 5. DISTRIBUTION STRATEGIES.......................................................................................21 6. NEW PRODUCT DEVELOPMENT..................................................................................31 7. MARKETING STRATEGIES FOR MARKET LEADERS AND CHALLENGERS .....................39 8. GENERIC STRATEGIES................................................................................................43 9. PRODUCT LIFE CYCLE................................................................................................47 10. PORTFOLIO BUSINESS PROFILE AND BUSINESS ASSESSMENT MATRICES................49 LIFE CYCLE STAGE........................................................................50 Figure 1 Portfolio Business Profile Matrix..........................................................................51 MARKET ATTRACTIVENESS.......................................................................51 Figure 3 Growth-Share Matrix.....................................................51 Figure 5 Modified...
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... Anthony is the managing director of Innosight Asia-Pacific and the author of The Little Black Book of Innovation (Harvard Business Review Press, 2012). The New Corporate Garage Illustration: otto steininger Where today’s most innovative—and world-changing—thinking is taking place by Scott D. Anthony Quick: List the big companies that have launched paradigm-shifting innovations in recent decades. There’s Apple—and, well, Apple. The popular perception is that most corporations are just too big and deliberate to produce game-changing inventions. We look to hungry entrepreneurs—the Gateses, Zuckerbergs, Pages, and Brins—instead. The rise of fast, nimble, and passionate venture-capital-backed entrepreneurs seems to have made slow-paced big-company innovation obsolete, or at least to have consigned it to the world of incremental advances. But Apple’s inventiveness is no anomaly; it indicates a dramatic shift in the world of innovation. The revolution spurred by venture capitalists decades ago has created the conditions in which scale enables big companies to stop shackling innovation and start unleashing it. September 2012 Harvard Business Review 45 The Big Idea The New Corporate Garage Three trends are behind this shift. First, the increasing ease and decreasing cost of innovation mean that start-ups now face the same short-term pressures that have constrained innovation at large companies; as soon as a young company gets a whiff of success, it has to race against dozens of...
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...Efficacy-Mediated Processes Adaptive Benefits of Optimistic Self-Beliefs of Efficacy Development and E xercise of Self-Efficacy Over the Lifespan Glossary Affective Processes: Processes regulating emotional states and elicitation of emotional reactions. Cognitive Processes: Thinking processes involved in the acquisition, organization and use of information. Motivation: Activation to action. Level of motivation is reflected in choice of courses of action, and in the intensity and persistence of effort. Perceived Self-Efficacy: People's beliefs about their capabilities to produce effects. Self-Regulation: Exercise of influence over one's own motivation, thought processes, emotional states and patterns of behavior. Perceived self-efficacy is defined as people's beliefs about their capabilities to produce designated levels of performance that exercise influence over events that affect their lives. Selfefficacy beliefs determine how people feel, think, motivate themselves and behave. Such beliefs produce these diverse effects through four major processes. They include cognitive, motivational, affective and selection processes. A strong sense of efficacy enhances human accomplishment and personal well-being in many ways. People with high assurance in their capabilities approach difficult tasks as challenges to be mastered rather than as threats to be avoided. Such an efficacious outlook fosters intrinsic interest and deep engrossment in activities. They set themselves...
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...MBA 685 Corporate Strategy Strategic thinking What is strategic thinking? The term ‘strategic’ has become a much over-used word in business today. You may have observed that the term is increasingly attached to people’s job titles and is used to dignify roles and elevate the status of projects that might otherwise not be regarded as sufficiently important. The dilution of the term strategic is unfortunate because one of the key functions of general managers in all organisations is to engage in strategic thinking. Strategy has a long heritage. The word ‘strategy’ comes from the Greek word for generalship. This betrays the origins of strategy, which lie in the military. Indeed, long before companies were said to have strategies, strategy was a well-developed art within the military sphere. The first writer on strategy is generally held to be the Chinese philosopher, Sun Tzu, whose most popular work, The Art of War, is widely read to this day (Sun Tzu, 2005). In Sun Tzu’s view, the art of generalship was about outmanoeuvring your opponent, convincing them that you were strong in places where you were weak and, conversely, that you were weak in places where you were strong. It was about luring the opposition into a position of weakness before battle was engaged, so that even if you possessed weaker forces, you could overcome the enemy through guile and cunning. Military writers often make a distinction between strategic decisions and tactical decision-making...
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