3.9 selecting marketing strategies (part 2) - moodle
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A2 Business Studies ResourcesTRANSCRIPT
What do you remember from what we have covered so far in Marketing
Strategies….
Do Now
What is a marketing strategy?
The plan for how the marketing objectives are going to be achieved.
Do Now
What is meant by a ‘low cost’ strategy?
Goes for the cheaper end of the market and offers prices lower than
competitors.
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What is meant by ‘differentiation’?
Aim is to make one product appear different and somehow superior to
others on the market.
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What is the ‘Ansoff Matrix’?
A way of classifying marketing strategies in terms of existing and new products.
Risk is an important element of the analysis.
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What is the ‘riskiest’ strategy according to the Ansoff Matrix?
Diversification
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Which part of the matrix?“Aims to increase the sales of
current products to current customers”
Market Penetration
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Which part of the matrix?“Attracting new customer groups
to existing products”
Market Development
Do Now
Which part of the matrix?“Selling new products to existing
customers”
Product Development
Do Now
Which part of the matrix would you find the following Coca-Cola product?
Diversification
Do Now
Which part of the matrix would you find the following Coca-Cola product?
Product Development
Do Now
Selecting Marketing Strategies (Part 2)
By the end of the lesson you should be able to:
1. Evaluate the method, benefits and drawbacks of entering international markets.
Learning Objectives
National or international?
When considering marketing strategies, why is it increasing likely that firms will have an international aspect to their plans?
What are the benefits of operating on an international scale?
Carry out research on ‘Entering International
Markets’ and look at the benefits and
drawbacks to different methods.
Prepare to feedback to the rest of the
group.
You should now be able to:
1. Evaluate the method, benefits and drawbacks of entering international markets.
Learning Objectives