Evaluating Opportunities in Changing Markets

1
Evaluating Opportunities in Changing Markets
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Attractive Opportunities

• Market Strategy Planning
• Breakthrough Opportunities
• Competitive Advantage

3
Product/Market Opportunity Matrix
MARKET
Present
New
Present
PRODUCT
New
Ansoff Matrix --- Four Basic Types of
Opportunities
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SWOT Analysis
Evaluating Opportunities
5
Always Consider the International Opportunities
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Forces that Shape the Marketing Environment

• Direct Market Environment
• External Market Environment (PEST)
• Political and legal environment
• EU, NAFTA, ASEAN, CER
• Freedom of Competition, Consumer protection
• Economic environment (interest rates)
• Social and cultural environment
• Technological environment (internet, tv, etc.)

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The Strategic Planning Process

• Define Mission
• Define Objectives (SMART)
• Establish Strategic Business Units
• Conduct Situational Analysis (SWOT)
• Develop Marketing Strategy

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Developing the Marketing Strategy

• Organisations Situation
• Product-Market Situation
• Competitive Situation
• Environmental Situation

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The Competitive Environment

• Pure competition (oligopoly)
• Monopoly
• one company completely controls a broad product
  market
• Monopolistic competition
• each competitior attempts to obtain control in
  its own target market

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Competitor Analysis

• Identify potential competitors
• Competitive forces (p. 77)
• Competitive barriers
• Obtain information on competitors

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General Electrics Strategic Planning Gridp. 94
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Boston Consulting Group MatrixPortfolio
Management
RELATIVE MARKET SHARE (SW)
High
Low
High
INDUSTRY GROWTH RATE (OT)
Low
Evans, J. R., Berman, B. (1990). Marketing,
4e. New York MacMillan. p. 71