PARTICIPANT HANDBOOK STRATEGIC MARKETING – DURABLE CONSUMER GOODS Jean-Claude Larréché The Alfred H. Heineken Chaired Professor of Marketing INSEAD Hubert Gatignon The Claude Janssen Chaired Professor of Business Administration and Professor of Marketing INSEAD Rémi Triolet Simulation Expert How you can save paper. Please refer to page 2 before printing this document. Copyright © StratX 2015-02-03 i TABLE OF CONTENT I. Introduction to the Markstrat Challenge
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International Business International Trade Advantages: Expanding businesses and increasing market shares: Canada for gas Improvising relations with other countries Selling surplus of natural resources: Canada has absolute advantage in lumber Job opportunities: Canada jobs rely on exports and when trading jobs are needed Disadvantages: Exploitation of natural resources Spread of viruses Ruining local businesses Decreases domestic production Canada’s competitive advatanges: People advantage:
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What is the current life cycle position of the industry? Maturity to shake-out * Within few years, it’s expected about 12% US retailing is done online or via mobile device, and this figure will be higher in Australia. * There will be fewer physical stores, which means less demand on shopping centres 4. Key issues influencing industry growth using TEMPLES model – historical Factor | Issue | Nature of impact(+/=/-) | Assessment of impact | Technology | * Development of internet
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University of Phoenix Material Marketing Plan Outline 1. Organizational overview a. Name of organization b. Mission statement - organization’s basic values and philosophy a. Geographic location b. Product mix 1) Single product 2) Product line(s) 1. New product description 2. SWOTT analysis a. Strengths (internal) b. Weaknesses (internal) c. Opportunities (external) d. Threats (external) e. Trends (external) 3. Marketing research a. Consumer analysis 1) Demographics 2) Psychographics
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differentiated in the product part of the marketing mix. However it does not become clear whether the products are targeting any particular customer group from the physical or non-physical features. Distribution strategy Nokia is getting its products to the market through distributors. It mainly sells its Smartphone trough Mobile operators. The company does not own shops in most of Europe, exception make UK. Nokia does not differentiate itself in this component of the marketing mix. Rapid market
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Procurement and Marketing In International Environment The importance of “Marketing” as a concept, a practice and an orientation as being fundamental to the competitiveness and the survival of almost every organisation cannot be over emphasis in today’s business environment. Marketing is a broad topic that covers a range of aspects, including advertising, public relations, sales, and promotions and the strategies and approach adopted in implementing such tasks can be a deciding factor in the competitiveness
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microenvironment -The company -Suppliers -Marketing intermediaries -Competitors -Publics -Customers 2. Publics -Financial publics -Media publics -Government publics -Citizen-action publics -Local publics -General public -Internal publics 3. The company’s macroenvironment -Demographic environment -Economic environment -Natural environment -Political and social environment -Culture environment Chapter4 1. Marketing search process -Defining the problem
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Marketing Principle Marketing Principles Table of Contents Introduction 1 Assignment 1 1 LO 2.1 show macro and micro environmental factors which influence marketing decisions 1 Assignment 2 3 LO 1.1 explain the various elements of the marketing process 3 LO 1.2 evaluate the benefits and costs of a marketing orientation for a selected organization 3 LO 2.2 propose segmentation criteria to be used for products in different markets 4 LO 2.3 choose a targeting strategy for a selected product/service
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Yes, it is marketing. I shall only take about ten minutes of your time, but my presentation will give you helpful information about marketing, especially marketing mix and how to make successful marketing. I have divided this subject into three parts: the overview of marketing, the marketing mix and key points of successful marketing. I would be glad to answer any questions at the end of my talk. Now, let me start with an overview of marketing and its importance in business. Marketing is the process
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quickly that it was not good to have one channel of distribution… Kathy Ireland Chief Designer of RFA, Founder of KIWW, Author, Model Classified - Highly Confidential 1 “ CONTENT • DESIGNING & MANAGING INTEGRATED MARKETING CHANNELS – Marketing Channels and Value Networks – The Role of Marketing Channel – Channel Design Decision – Channel Management Decision – Channel Integration & Systems – Conflict, Cooperation & Competition – E-Commerce Marketing Practices • MANAGING RETAILING, WHOLESALING & LOGISTICS
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