company’s committee to explore new markets, you have received a memo from the chairperson telling you to be prepared at the next meeting to discuss key questions that need to be addressed if the company decides to look further into the possibility of marketing to the BOP segment. The ultimate goal of this meeting will be to establish a set of general guidelines to use in developing a market strategy for any one of the company’s products to be marketed to the “aspirational poor.” These guidelines need to
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Table of Contents 1.0 CASE SUMMARY 1 2.0 PROBLEM STATEMENT 2 3.0 INDUSTRY ANALYSIS 3 3.1 Market Segmentation3 3.2 Target Audience3 3.3 Market Positioning4 3.4 Competitor Analysis5 4.0 COMPANY ANALYSIS 6 4.1 4P Analysis6 4.2 POD and POP Analysis10 4.3 Market Analysis10 4.4 SWOT Analysis12 4.5 PESTEL Analysis14 5.0 STRATEGIC ALTERNATIVES20 6.0 RECOMMENDATION23 7.0 ACTION PLAN24 8.0 CONTIGENCY PLAN28 9.0 REFERENCES28 1.0 CASE SUMMARY In recent years, modern customers are
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39 categories in which it competes. Its average market share is close to 25 percent. Its market leadership rests on several principles: * Customer knowledge: P&G studies its customers—both final consumers and the trade—through continuous marketing research and intelligence gathering. It prints its toll-free 800 number on every product. * Long-term outlook: P&G takes the time to analyze each opportunity carefully and prepare the best product, then commits itself to making this product
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Marketing Mix MKT/421 October 28, 2013 The marketing mix is an easy concept that some businesses forget to incorporate into their strategy to make them successful. The marketing mix is as simple as putting the right product in the right place, at the right time, and at the right price. If your company or organization can create a product that a specific target audience wants and you are able to accomplish a few key items then the product will more than likely be productive. The key elements
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2 How and where does advertising fit within marketing, under what P? How do the 4 key concepts in marketing relate to advertising? What are the 3 additional Ps in addition to the 4 P’s = list and describe? What is the organization of the advertising industry? Name the top agency network holding companies? List and explain the four critical steps in the marketing research process? How do ad agencies work with their clients on the marketing side? What affects this relationship? Discuss
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excess of $50 billion and a wide range of branded products in virtually every country. Furthermore, Unilever was organized on a decentralized basis, in which subsidiary companies in each major national market were responsible for the production, marketing, sales and distribution in that market. However, by the mid-1990s, this decentralized structure was increasingly out of step with a rapidly changing competitive environment. In addition, Unilever found out that it was falling behind competitors in
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variety, which imply high importance of marketing, high effectiveness of deals and discounts, and high appeal of product variations. Thus, it is strongly recommended to bring back TV advertisements and keep other promotional activities. Coupon offering is especially important since fantastik’s typical consumer uses coupons regularly. It is necessary to offer them during the periods when sales are expected to peak (i.e. before spring cleaning season). Marketing efforts need to be aimed at increasing
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Key Client Manager. Each organisation will set different objectives of its business development staff that may include some of the following tangible and non-tangible goals: Achieve product or service sales Prospect for new clients Initiate direct marketing campaigns Participate in relevant community activities Maintain and develop relationships with existing key clients Be active in business network groups Offer public speaking services Initiate sales calls including cold calling High level communication
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Address the following question(s) related to Apple and the video Discontinuous Market Change and Strategic Repositioning. At one point in the video the point was made that the speed of change in some industries has become so rapid that multibusiness/multiproduct companies may be a thing of the past. In what way does the video “Discontinuous Market Change and Strategic Repositioning” address the situation at Apple Computers in 2012? Does it make good strategic sense for Apple to be a competitor
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THEORIES IN MARKETING STRATEGY[1] In general, there are three aspects to the strategy of firms, regardless of the level of the strategy: content, formulation process, and implementation. Strategy content (what the strategy is) refers to the specific relationships, offerings, timing, and pattern of resource deployment planned by a business in its quest for competitive advantage (e.g., generic strategy of cost leadership versus differentiation; push versus pull strategy). Strategy formulation process
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