Sustainable Competitive Advantage 3-1 Retaining Loyal Customers Customer Service Efficiency &...
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Transcript of Sustainable Competitive Advantage 3-1 Retaining Loyal Customers Customer Service Efficiency &...
3-1
Retaining Loyal Customers
Customer Service
Efficiency & Effective Supply Chain
Unique Selling Proposition
Location provides Awareness and Convenience
Advantage over the competition that is not easily copied and thus can be maintained over a long period of time.
http://education-portal.com/academy/lesson/what-is-swot-situation-analysis-in-marketing.html
http://education-portal.com/academy/lesson/types-of-competitive-advantage-cost-product-niche-sustainable-advantages.html
Three Phases of a Strategic PlanR
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• Define mission/objectives• Evaluate situation
• Identify opportunities• Implementing mkt mix
• Evaluating performance• Taking corrective
actions
Step One: Defining the Mission and/or Vision
MADD mission statement:MADD strives to stop drunk driving, support the victims of this violent crime and prevent underage drinking.
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Broad description of an organization’s objectives and the scope of activities it plans to undertake.
Step Two: Conduct a Situation Analysis Using SWOT (internal and external
environmental Analysis)
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Dominos Pizza SWOT
Step Three: Identifying and Evaluating Opportunities Using
STP
Courtesy The Hertz Corporation
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http://bevideos.mhhe.com/business/video_library/0077450965/swf/Clip_02.html
Step Four: Implement Marketing Mix and Allocate Resources
http://education-portal.com/academy/lesson/competitive-advantage-the-importance-of-strategic-marketing.html
Market Penetration
• Existing marketing mix
• Existing customers
• In what way is a sale a Market penetration strategy?
Ryan McVay/Getty Images
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Market Development
What can a company do to continue to grow
in a difficult retail environment?
What can a company do to continue to grow
in a difficult retail environment?
Frederic J Brown/AFP/Getty Images
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• Current product and services• New markets
Product Development
Used with permission by MTV 2010 MTV Networks All Rights Reserved MTV, all related titles, characters and logos are trademarks owned by MTV Networks, a division of Viacom International Inc.
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Current Markets