Marketing Strategy

Jun 21st, 2015
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Philip Kotler discussed five issues of marketing strategy in his 9th edition of Marketing Management. Check out this report for more details

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Marketing Strategy Philip Kotler discussed five issues of marketing strategy in his 9th edition of Marketing Management Differentiating and Positioning the Market OfferingDeveloping New ProductsManaging Life cycle StrategiesDesigning marketing Strategies for Market Leaders, Challengers, Followers, and NichesDesigning and Managing Global Marketing Strategies These issues are covered in different knols by me. This knol describes differentiating and positioning. Differentiating and Positioning the Market Offering The issues discussed in the area of differentiating and Positioning the market offering are:Tools for Competitive DifferentiationDeveloping a Positioning StrategyCommunicating the Companys Positioning Tools for Competitive DifferentiationDifferentiation - Definition: is the act of designing a set of meaningful differences to distinguish the company's offering from competitor's offerings. Boston Consulting Group's differentiation opportunities matrix: Actually it is a competitive advantage matrix applicable to differentiation opportunities. Four types of industries identified by BCG matrix are: Volume industry: only a few but very large competitive advantages are possible. The benefit of the advantage is proportional with company size and market share. Example given - construction industry Stalemated industry: in this type there are only few opportunities and the benefit from each is small. The benefit is also not proportio

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