Strategy development and marketing planning - Developing a marketing strategy
4 important questions on Strategy development and marketing planning - Developing a marketing strategy
What are the four investment strategies?
- Build strategy (aggressive growth strategy to increase market share)
- Hold strategy (maintain the SBU's current market share by defending it's market position)
- Harvest strategy (investments in marketing are kept to a minimum in order to maximise the cash flow)
- Divest strategy (Sometimes its best to withdraw of the proceeds from the sale will generate a higher return on investment elsewhere)
What are Michael Porter's generic strategies?
- Cost leadership (concentrate on cutting expenses and reducing prices while appealing to a wide range of market)
- Differentiation (Charge premium prices for unique products/services with an attractive brand image that are valued by customers and conceived better than those of the competition (APPLE))
- Focus strategy (create products/services that completely meet the needs of a limited group of buyers in the market (Bentley)
What is the Ansoff model?
An analytical tool to help managers select the best strategies to increase market share is Ansoff's PRODUCT-MARKET EXPENSION MATRIX
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