• Daniel Egas Minuche

•Javier Gonzaga

•Kic-Ling León Wong

•Félix Miranda

•Jorge Palacios

•Andrés Vaca

UPPER INTERMEDIATE LEVELUSM

C.S.C.S.

MARKETING STRATEGIESBASIC STRATEGIES

Price LeadersDifferencesMarket Share

GROWING STRATEGIES

Intensive Growing Marketing IntroductionProduct DevelopingMarket Developing

COMPETITIVE STRATEGIES

Leader StrategiesDefensiveOffensiveReduction

Challenger StrategiesFrontalLateral

Follower StrategiesSpecialist Strategies

1. PORTER2. SWOT3. VALUE CHAIN4. MARKETING STUDY

TOOLS

C.S.C.S.

COMERCIAL STRATEGIES DESIGN

INDUSTRIAL SECTORANALISIS

MARKETANALISIS

INTERNAL CORPORATIVE

ANALISIS

MARKETSHARE

WAYS TO OBTAIN

COMPETITIVE ADVANTAGE

SELECTIONOF THE

MARKETSHARE

MARKETINGSTRATEGIES

OPERATIVEMARKETING

OBJECTIVESSTRATEGIESPOSITIONING MARKET SHARE

ACTIONTACTICS - PRODUCT - PRICE - DISTRIBUTE - COMUNICATE

CONTROL

MARKETINVESTIGATION

C.S.C.S.

S.W.O.T.

STRENGTH STRENGTH WEAKNESSES WEAKNESSES

OP

PO

RTU

NIT

IES

O

PP

OR

TU

NIT

IES

TH

REA

TS

TH

REA

TS

S.O. STRATEGIES S.O. STRATEGIES GROWING STRATEGIESGROWING STRATEGIES

W.O. STRATEGIES W.O. STRATEGIES

RE-UNFOLDING RE-UNFOLDING STRATEGIES STRATEGIES

W.T. STRATEGIESW.T. STRATEGIES

SURVIVOR SURVIVOR STRATEGIES STRATEGIES

S.T. STRATEGIESS.T. STRATEGIES

DIVERSIFICATION DIVERSIFICATION STRATEGIES STRATEGIES

C.S.C.S.

SEGMENTATION

THE SEGMENTATION CREATES THE OPPORTUNIY

TO GIVE THE PRODUCTS THE BEST

ATTRACTIVENESS.

EASES THE POSSIBILTY TO MANAGE THE

RESOURCES ON A BETTER WAY.

IT IS ALSO IMPORTANT FOR ALL THOSE SMALL

COMPANIES.

C.S.C.S.

POSITIONING

MANY COMPANIES USE PUBLICITY TO MANY COMPANIES USE PUBLICITY TO MAKE THEIR PRODUCTS BE WELL MAKE THEIR PRODUCTS BE WELL

KNOWN WORLD WIDEKNOWN WORLD WIDE

• AMONG THE EXCESS OF COMMUNICATION NOWADAYS, THE AMONG THE EXCESS OF COMMUNICATION NOWADAYS, THE

ONLY MEAN TO BE SUCCESFUL IS TO CONQUER OF ONLY MEAN TO BE SUCCESFUL IS TO CONQUER OF

POSITIONS IN THE CONSUMER’S MINDSPOSITIONS IN THE CONSUMER’S MINDS

C.S.C.S.

QUESTION…QUESTION…

??

POSITIONING

Many clients make their buying decisions based on Many clients make their buying decisions based on their perception oF many brands.their perception oF many brands.

Market PerceptionCompany perception

Tecnique quality

BrandA

BrandB

BrandC

BrandD Brand

C

BrandA

BrandBBrand

D

?

?

SIMPLIFY THE MESSAGE

C.S.C.S.