BSM 100 Lecture Notes - Lecture 7: Whole Foods Market, Competitive Intelligence, New Product Development
17 Jan 2017
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Document Summary
In order to better understand the industry, one must observe the players, what they are doing, the. How the product will enter the market and reach consumers: marketing. Communication with target audience/consumers talking in terms of value, benefits. Case study: smartphone: manufacturing lower costs lower price; focus on sturdy, good quality phone, distribution, marketing clear and specific communication, talent in marketing. Case study: airline most preferred airline for businesspeople: manufacturing, people/skills talent, efficient workers, customer service, marketing networking, specific to corporations. Ksf are specific to each industry each industry will have its own 2-3 ksf that are crucial. It is to gain competitive advantage trying to look at the gap (what can i focus on that others are not). Direct competition thinking from the point of view of the product. Companies that offer the same products or services as perceived by the target customer. Address same problems & offer same solution; solve the same problems.
