COURSE N°2

Course n°2The use of academic models in the marketing decisions for specific products

- SWOT analyse

- Market investigation

- Corporate strategic models

- Marketing anatomy (value,strategy,tactic)

Case Study

• Chinese scooters

Describe the corporate strategy of the 2 chinese producers. Explain and justify why their lack of marketing strategies is leading to a dead end.What would be your proposals?

Building innovative marketing models to create competitive advantages

• Product: technological R&D , using converging technologies or converging product value proposals

• Identifying emerging new market segments or revival of outdated previous markets

• Positioning:Finding new industrial solutions, improving response to consumers needs and wants

• Consumers targets: identifying specific customers/buyers segments

• Distribution channels, logistics, price structure

CASES STUDY

• Group 1- Sourcing decisions for Panga fish• Group 2- Value analysis for deciding a service

positioning in real estate business• Group 3 – Value analysis of low cost airlines • Group 4- Value analysis of Rayban sunglasses• Group 5- Value analysis of French wines

(appellations contrôlées)• Group 6- Value of the territorial strategy in Nord-

Pas de Calais ( pôles de compétitivité, pôles d’excellence)

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Step 1-Assessment of product(idea)valueDescription of the product/idea/technology

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Marketing values stengths Weak. Opportunit. threats To be checked

Surveillance

-Innovation-Consumer/buyersValue-Competitors offer-Market situation

-Barriers and Competitive Advantages

-Marketaccessibil.-Resources avail.-Other factors(legal,polit.cultural)

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TOOLKIT

1 Market research plan:

-What information is needed,- why do we need it?- Is it available ( time & cost)

-How are we going to get it?

2 Business intelligence : accurate understanding and analyse of hidden information

3 Project management processing

Case study

Chinese wooden floors

What are the major threats that may lead the

firm of the belgian manager to a dead end.

What could be the marketing propositions

to avoid a fatal issue?