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© 2003 IBM Corporation
Antonio Fontanini 1
www.eoi.esMKTG FUNDAMENTALS/ Antonio Fontanini
MARKETING TOOLS
ONLINE MASTERS
PROFESSORAntonio Fontanini
El Diamante Estratégico
20/01/15
Customers Needs and other Segmenting Dimensions
Company
Mission, Objectives,
& Resources
Competitors Current & Prospective
S. W. O. T.
ContextTechnology, Political & Legal, Social & Cultural, Economic
Marketing Strategy Planning Process
Targeting & Segmentation
Positioning & Differentiation
Narrowing down to focused strategy with quantitative and qualitative screening criteria
MARKETING DASHBOARD
ONE PAGE PLAN
The second Sigmoid curve
A Product/Company life diagram
Empires (dictatorships), our life, our personal relationships
Everything is condemned to vanish and die?
The second Sigmoid curve
Few 1st curve managers survive to the 2nd
Timing: Coca Cola measures in centuries
AB
Total Industry Profit
+
-
$ 0
Market Introduction
Market Growth
Market Maturity
Sales Decline
Time
Total Industry Sales
Leverage = M(aneuver) x R(eturn)
Product Life-Cycle: Strategic Leverage
PlacementPromotion
ProductPlacement
PricePricePrice
PromotionPlacement
Price
ProductPlacement
Total Industry Profit
+
-
$ 0
Market Introduction
Market Growth
Market Maturity
Sales Decline
Time
Total Industry Sales
Rivalry
Product life-cycle: Rivalry
ModerateWin - Win Lose - LoseWin - Lose
STRATEGIC MANAGEMENT IN GLOBAL CORPORATIONS
