104 lines
3.2 KiB
Markdown
104 lines
3.2 KiB
Markdown
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## What is Marketing?
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- Find out the needs of your customers
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- That helps to develop products that meet those needs
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- Create communication that creates demand for those products
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- Define/Design how to distribute those products
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There are two dimensions to this, the **strategy** (needs) and **operational** (product, price, communication and distributing). Which then create two types of marketing:
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## Strategic Marketing
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Its mission is to study the needs of the market and its evolution, to detect opportunities and threats that, combined with the resources and capabilities of the company, allow defining a strategy that represents a long-term sustainable competitive advantage and is consistent with the mission and the general strategy of the business.
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It helps us to reflect on the values of the company to know where we are and where we want to go.
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Example: Differentiation of the competition for the quality of the product.
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**Strategic Marketing Plan =**
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+ Analysis of the situation
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+ Diagnostic of the situation
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+ Marketing objectives
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+ Marketing strategies
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+ Operational decisions
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## Functions
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1. D
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## Operational Marketing
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# 01 - Define the Market Potential and the competition
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Group of people or companies with the ability to use or buy a product to cover a need
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**Example:**
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Define the potential market in which to compete.
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*Need:* communication
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*Potential market:* Mobile phone users
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# 02 - Segment the potential market
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## What is Segmentation
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Divide the potential market into some smaller markets, with different commercial behavior in order to apply a specific marketing plan to each one of them.
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## What characteristics do these segments have
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**Homogeneous**: Grouping similar customers.
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**Substantial**: Having enough sales potential.
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**Accessible**: Being able to reach them with reasonable efforts.
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![[07-Marketing-Fundamentals 2022-05-26 20.46.58.excalidraw]]
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## Segmentation of the potential consumer market
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**Who buys?**
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- Demographic Variables
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- age
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- sex
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- family size
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**Why do the buy?**
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- Functionality
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- symbol
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- quality
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**How they buy?**
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- Faithful to brand → strong, changing, none
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- frequency of use → high, medium, low
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## Segmentation of the potential business market
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**What benefits?**
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Operation or performance needs that the product us meet
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**To whom?**
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According to the profile of the business customers
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**How to they buy?**
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# 03 - Demand analysis and forecasts
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- Statistical Analysis (time series)
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- Correlated indexed (births/diapers)
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- Chain proportion (multiplication of percentages)
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- Construction of market (combine the demand of several segments)
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- Others....
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# 04 - Analyze the competition
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- Number of direct competitors
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- How many competitors supports the town???? :/
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- What share of the market is captured by the major competitors
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- What is the service image that the people have of the main competitors.
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- What basic advantages do main competitors have.
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- Do the competitors have cost advantages.
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- Are there competitors with differentiation advantages? What type of differentiation?
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- Are there barriers of entry for new competitors?
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- What are the main barriers of entry?
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# 05 - Select the market segment(s)
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# 06 - Position yourself in the segment(s)/market
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