Read e-book online Manager's Guide to Competitive Marketing Strategies, PDF

By Norton Paley

The 3rd variation of this best-selling ebook comprises new sections on company tradition, enterprise intelligence, CRM and management, in addition to many fresh case reviews reflecting present matters, together with: assessing company tradition and turning it to aggressive virtue, maneuvering round rivals while trapped in a vulnerable place, energizing a product line, and reviving a company after a interval of no-growth.

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Extra info for Manager's Guide to Competitive Marketing Strategies,

Sample text

Maytag Corporation set alternative objectives for defending and attacking the medium-priced mass market and lower-end homebuilders’ segments. Maytag thereby maintained flexibility about which segment it would defend and where it would aggressively increase market share. While these examples may appear as simple moves for expansion, they actually serve as deliberate strategies to keep competitors guessing as to where the next concentration will take place. The alternative objectives and strategies illustrated cut across a wide range of opportunities that send confusing signals to competitors, thereby permitting maximum flexibility in selecting areas for concentration.

Few marketing strategies are more difficult to execute than manoeuvre. First, it requires defining the most roundabout route to the customer; rather than suffer the consequences of a direct confrontation against stronger market leaders. The small banks manoeuvred by filling gaps with services that were not being supplied to disgruntled customers. Next, manoeuvre requires that you assess your resources and evaluate market conditions before moving into a niche. That means weighing both advantages and dangers of maintaining a market presence for the long haul.

Use movement, surprise, speed and alternative objectives to disrupt and disorient your competitor. 4. Move towards market expansion, once you have gained a point of entry. Concentration Concentration has two uses in marketing strategy: First, it means directing your resources towards a market segment or target group and filling needs and solving problems. Second, as applied to strategy, concentration means focusing your strengths against the weaknesses of your competitor. How do you determine the weaknesses of the competitor?

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