Strategic Marketing: Planning and Control, Third Edition

3 Encirclement attack: Here we aim to offer a range of products that effect- ively encircle the competitor. Each of these produc ...

Strategy formulation 165 Attacker Defender (1) Position defence (5) Mobile defence (6) Contraction defence (3) Pre-emptive defen ...

flank could be protected by maintaining several ‘loss leader’ (sold at below cost) products. 3 Pre-emptive defence This involves ...

Strategy formulation 167 Product New New Current Current Market penetration (*) Market development (**) Product development (**) ...

unrelated activities. Hence, unrelated diversification of product and/or markets is often tackled through joint ventures, merger ...

While such a relationship is often true, it is not universal, and some industries display a ‘V-shaped’ relationship. Here, profi ...

The PLC The PLC has been described as the most quoted but least understood con- cept in marketing. Any strategy considering prod ...

Maturity Here product sales peak and settle at a stable level. This is normally the longest phase of the PLC, with organisations ...

● Volatility: Any sales person will tell you that sales levels will fluctuate over time. The reality of the PLC is that sales wi ...

incremental growth – the market demand grows annually. However, many industries (arguably the majority of industries) are now ex ...

their product portfolios and focus on larger more profitable customers. Conversely, perhaps correctly, organisations may actuall ...

Ansoff’s product/market matrix provides a useful summation of prod- uct and market strategies. Organisations can consider market ...

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CHAPTER 9 Targeting, positioning and brand strategy ...

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■ Introduction At a fundamental level, marketing strategy is about markets and products. Organisations are primarily making deci ...

180 Strategic Marketing: Planning and Control of a market segment are qualitative rather than quantitative in nature. This has i ...

in the short term may consider mature markets more favourable. These markets are likely to require a more modest level of invest ...

● Barriers to entry in the market segment: There may be entry barriers to a segment that will reduce its appeal. These can be in ...

Environmental Consumers and governments concerns about environmental issues have become much more important in recent years. The ...