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STRATEGIC MARKETING ISSUES - VentureBean · STRATEGIC MARKETING ISSUES SOUMYA SARKAR. CUSTOMER...

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STRATEGIC MARKETING ISSUES SOUMYA SARKAR
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Page 1: STRATEGIC MARKETING ISSUES - VentureBean · STRATEGIC MARKETING ISSUES SOUMYA SARKAR. CUSTOMER INTERFACING LAYER Strategic Choices Issues Decision How to compete? Brand Strategy Single

STRATEGICMARKETINGISSUES

SOUMYASARKAR

Page 2: STRATEGIC MARKETING ISSUES - VentureBean · STRATEGIC MARKETING ISSUES SOUMYA SARKAR. CUSTOMER INTERFACING LAYER Strategic Choices Issues Decision How to compete? Brand Strategy Single

CUSTOMERINTERFACINGLAYER

StrategicChoicesDecisionIssues

Howtocompete?

BrandStrategy Singlevs. Multi-brand

Brandingstrategy

Introductionofanewproduct(entryintoanewproductcategory)withanexisting brandnamevs.a

newbrandname

Page 3: STRATEGIC MARKETING ISSUES - VentureBean · STRATEGIC MARKETING ISSUES SOUMYA SARKAR. CUSTOMER INTERFACING LAYER Strategic Choices Issues Decision How to compete? Brand Strategy Single

CUSTOMERINTERFACINGLAYER

StrategicChoicesDecisionIssues

Howtocompete?

ChannelStrategy

Singlevs. Multi-channel

Onlinevs. onlineandoffline

Page 4: STRATEGIC MARKETING ISSUES - VentureBean · STRATEGIC MARKETING ISSUES SOUMYA SARKAR. CUSTOMER INTERFACING LAYER Strategic Choices Issues Decision How to compete? Brand Strategy Single

CUSTOMERINTERFACINGLAYER

StrategicChoicesDecisionIssues

Howtocompete?

Distribution(intensity)Strategy

Intensivevs.selectivevs.exclusive

PositioningStrategy

Relative tothepositioning ofitscompetitors’product

offerings

Inindividual marketsegmentsrelative tothepositioning ofitsofferingsinothersegments

Page 5: STRATEGIC MARKETING ISSUES - VentureBean · STRATEGIC MARKETING ISSUES SOUMYA SARKAR. CUSTOMER INTERFACING LAYER Strategic Choices Issues Decision How to compete? Brand Strategy Single

CUSTOMERINTERFACINGLAYER

StrategicChoicesDecisionIssues

Howtocompete?

PricingStrategyMarket

penetrationvs.marketskimming

ProductLineStrategy Broadvs. narrow

Page 6: STRATEGIC MARKETING ISSUES - VentureBean · STRATEGIC MARKETING ISSUES SOUMYA SARKAR. CUSTOMER INTERFACING LAYER Strategic Choices Issues Decision How to compete? Brand Strategy Single

CUSTOMERINTERFACINGLAYER

StrategicChoicesDecisionIssues

Howtocompete? PromotionStrategy Predominantlypushvs.predominantlypull

Page 7: STRATEGIC MARKETING ISSUES - VentureBean · STRATEGIC MARKETING ISSUES SOUMYA SARKAR. CUSTOMER INTERFACING LAYER Strategic Choices Issues Decision How to compete? Brand Strategy Single

CUSTOMERINTERFACINGLAYER

StrategicChoicesDecisionIssues

Howtocompeteinindividualcountry

markets?

MultinationalMarketingStrategy/Global

CompetitiveMarketingStrategy

Standardizationofspecificcompetitive marketingvariables acrosscountry

marketsvs. partialstandardization/partialadaptationacrosscountrymarketsvs. adaptation toindividual countrymarkets

Page 8: STRATEGIC MARKETING ISSUES - VentureBean · STRATEGIC MARKETING ISSUES SOUMYA SARKAR. CUSTOMER INTERFACING LAYER Strategic Choices Issues Decision How to compete? Brand Strategy Single

PRECURSORTOCUSTOMERINTERFACINGLAYER

StrategicChoicesDecisionIssues

Wheretocompete?

TargetMarketStrategy

Market(s)toserveMarket

segment(s)toserve

Page 9: STRATEGIC MARKETING ISSUES - VentureBean · STRATEGIC MARKETING ISSUES SOUMYA SARKAR. CUSTOMER INTERFACING LAYER Strategic Choices Issues Decision How to compete? Brand Strategy Single

PRECURSORTOCUSTOMERINTERFACINGLAYER

StrategicChoicesDecisionIssues

Wheretocompeteandhow

tocompete?

BusinessScopeStrategy

Customerfunctionstoserve(Customerneeds tosatisfy)

Customergroupstoserve(Marketsandmarketsegmentsto

serve)

Technologiestoutilize

Stagesofthevalueaddedsystemtoparticipatein

Page 10: STRATEGIC MARKETING ISSUES - VentureBean · STRATEGIC MARKETING ISSUES SOUMYA SARKAR. CUSTOMER INTERFACING LAYER Strategic Choices Issues Decision How to compete? Brand Strategy Single

PRECURSORTOCUSTOMERINTERFACINGLAYER

StrategicChoicesDecisionIssues

Where tocompeteandhowtocompete?

Product-marketCoverageStrategy

Single product-marketconcentration vs. marketspecialization vs. productspecialization vs. selective

product-marketspecialization vs. full

product-market coverage

Page 11: STRATEGIC MARKETING ISSUES - VentureBean · STRATEGIC MARKETING ISSUES SOUMYA SARKAR. CUSTOMER INTERFACING LAYER Strategic Choices Issues Decision How to compete? Brand Strategy Single

PRECURSORTOCUSTOMERINTERFACINGLAYER

StrategicChoicesDecisionIssues

Howtoenter/exitaproduct-market?

MarketEntryStrategy

Internaldevelopmentvs. acquisitionvs.jointventure/strategicalliance

MarketExitStrategy Spin-offvs. sell-offvs. phaseout

Page 12: STRATEGIC MARKETING ISSUES - VentureBean · STRATEGIC MARKETING ISSUES SOUMYA SARKAR. CUSTOMER INTERFACING LAYER Strategic Choices Issues Decision How to compete? Brand Strategy Single

PRECURSORTOCUSTOMERINTERFACINGLAYER

StrategicChoicesDecisionIssues

Whatshouldbetherelativeemphasisonalternativegrowth

strategies?

Product-MarketGrowthStrategies

Marketpenetrationvs. market

developmentvs.productdevelopment

InnovationStrategies Radicalvs.incremental

Page 13: STRATEGIC MARKETING ISSUES - VentureBean · STRATEGIC MARKETING ISSUES SOUMYA SARKAR. CUSTOMER INTERFACING LAYER Strategic Choices Issues Decision How to compete? Brand Strategy Single

PRECURSORTOCUSTOMERINTERFACINGLAYER

StrategicChoicesDecisionIssues

Whatshouldbetherelativeemphasisonalternative

growthstrategies?

NewProductDevelopmentStrategies

Development ofvarietyextensionvs.replacement vs. competitive substitutevs.

newtothe firmvs. newtotheworld

CustomerRetentionversus

Acquisition

Retainingpresentcustomers (defensivestrategy)vs. acquiring newcustomers

(offensivestrategy)

CRMStrategy

Marketingprogramsemployedfor:acquiringnewcustomers,retainingpresentcustomers,recapturinglostcustomers,reactivatingdormantcustomers,enhancingtheprofitabilityand/orrevenuestreamsofrelationships

withpresentcustomers


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