Strategic Marketing: Planning and Control, Third Edition

Obviously assets should not be viewed in isolation, it is also important to establish any competencies that give the organisatio ...

■ Strategic alignment of assets and competencies (targeting) The critical stage in the segmentation process is matching the capa ...

186 Strategic Marketing: Planning and Control Marketing assets Does the market segment allows a company to take advantage of its ...

overall position of the segment on each axis is established by multiplying the ratings by the weighting given to each factor (se ...

■ The strategic nature of making target segment choices However, as has already been stated segmentation is a strategic process ...

the current data collection or distribution systems. Segments in an innovative area may cause managers problems in terms of how ...

Activities: Lucozade is positioned as an isotonic drink for sporting activities. Personality: Harley Davidson motorbikes are pos ...

map is based upon two axis representing key attributes in a particular market. These attributes are identified through market re ...

192 Strategic Marketing: Planning and Control Limited facilities Full range of facilities High price Low price Hotel A Hotel Hot ...

■ Positioning alternatives In a seminal work Ries and Trout (1981) claim that when considering pos- itioning there are three pri ...

3 Due to changes in consumer behaviour or where perhaps there has been of a failure of the original positioning a third alternat ...

■ Creating brand equity The overall aim of branding decisions is to create an identity for the prod- uct or service that is dist ...

balance sheets separately from goodwill. Accountants have largely been at the forefront of this approach and have developed a ra ...

a potential challenge to the high values placed on current global brands. There is also, obviously, the potential for the curren ...

The factors considered so far have generally been developments from an accountancy perspective. However there is a range of othe ...

faced with a number of decisions on the best way to gain access to the assets and competencies needed to successfully support a ...

Alternative options for the structure/ownership of key capabilities necessary to support successful brands Type of brand Finance ...

3 Franchise brand system: Organisations such as Benetton and Burger King are franchise operations. Benetton, it contracts out pa ...

all the products may suffer. Virgin has used the corporate brand name across their entire product portfolio. Their high profile ...

● Company and individual brand (endorsed approach): Traditionally Unilever practised a multi-brand approach with its washing pow ...