Marketing strategy u have to follow

1. MARKETING STRATEGY

6. Hierarchy of Strategy Corporate Mission Corporate goals & Objectives Corporate Development Strategy Deployment of resources SBU – I SBU - n SBU – II Business Unit’s Objectives Deployment of Resources Across product-markets And functions Competitive Strategy Marketing strategy For product Market entry R&D Strategy & Plans Tactical marketing Plan for product Market entry HRM Strategy & Plans Operation Strategy & plans Environmental factors Corporate Strategy Business Strategy Functional Strategy

7. Porter Model of Competitive Industry Structure Industry Competition Intensity of Rivalry Suppliers Buyers New Entrants Substitute Power of Suppliers Power of Buyers Threat of Substitutes Threat of New Entrants Bargaining Bargaining

13. COMPETITOR ANALYSIS

16. COMPETITIVE ADVANTAGE by COMPETITIVE STRATEGY

29. Attacker (smaller) Defender (bigger) Position Defense Preemptive Defense Counteroffensive Contraction Defense Flanking Defense Mobile Defense Flank Attack Frontal Attack Encirclement Bypass Guerilla Attack

30. eMarketing Is eMarketing anything new? … or just an adaptation of existing strategy? Addressability – ability to identify customer prior to purchase Marketers could always do this. So why is web different? Is it more efficient…? … only if you do not delete your cookies…? … or they keep extensive files on you…

31. eMarketing Interactivity – customers can express their needs and wants directly to the firm Marketers could always do this too. So what is new? … another efficiency argument…? Memory – ability to access individual customer profiles and purchase histories This is probably valid. Information existed before but was hard to access

32. eMarketing Control – customer’s ability to control flow and sequence of information Pull versus push medium…web versus television. Who control’s the flow? Definitely an eMarketing characteristic, but a two-edged sword. Why? Customers control the flow…… Accessibility – ability to obtain information….. “ Retrieving info from the Internet is like trying to drink from a fire hose.” You could always do this, web may be easier for some users.

33. eMarketing Digitilization – can the product or benefits be represented digitally? Does the media match the product’s attributes? … a problem for all media…? So, does eMarketing exist? Maybe, or maybe it is just another information flow/distribution system to use in designing a marketing strategy to meet customer needs…(and maximize profits).