This week’s topics
Strategic options within environmental constraints
- Relationship marketing; direct response marketing strategies: new customers acquiring, offensive strategies, increasing customer purchase frequency
- Defensive strategies; customer satisfaction; switching costs
- Strategy alternatives: innovation strategies; market niche; market leader; market challenger; market pioneer; market follower
- Porter’s generic strategies: focus, cost leadership and differentiation; General Electric model; Shell directional policy matrix
- Competitive advantage: H. Davidson, M. Porter; core competences: G. Johnson and K. Scholes, G. Hamel and C. K. Prahalad
- Selection of competitive strategic marketing strategies: globalisation impact; competitor weaknesses; political environment related changes; the exchange rate; the state of the economy
What you will be able to do
- 2.2 Critically review the external and competitive environment in which an organisational performs.
- 2.3 Draw conclusions about the internal and stakeholder environment in which an organisational performs.
Study materials
The teaching notes, exercises and videos of this week are in the student portal. Your portal is set up as soon as you receive final acceptance, so you can open them before the semester starts.
