Marketing Strategy

Course details

Program Objective

By the end of this workshop participants will be able to:-

• Define the business by way of defining its products and its customers.
• Set the business unit's marketing goals to support the firm's overall long-term objectives.
• Set goals for each sub-unit (e.g., product market) to support the business unit's marketing goals.
• Develop a complete marketing strategy, one that expresses how the unit's advantages will be exploited and/or enhanced and the logic behind the belief that those advantages will yield the expected outcomes.
• Communicate the strategy to those who must understand it in order to implement or finance it.

Program Outline

• Marketing Influence on Strategic Thinking
• The Marketing Strategy Building Framework
• Conducting the 5 Forces analysis
• Internal analysis and competitiveness
• Building Competitive Intelligence
• Porter Generic Strategy Models & Competitiveness
• Market Positioning strategies
• Price competition versus Price Wars
• Segmentation Based Strategies and Differentiation
• The Myth of the Market Share