MKT 100 Chapter Notes - Chapter 2: Pro Forma, Marketing Strategy, Competitive Advantage

• School: Ryerson University
• Department: Marketing
• Course: MKT 100
• Professor: Fathima Saleem

Document Summary

Markeing strategy ideniies (1) a irm"s target markets, (2) a related markeing mix-the four p"s, and (3) the bases upon which the irm plans to build a sustainable compeiive advantage. Sustainable compeiive advantage is an advantage over the compeiion that is not easily copied and thus can be maintained over a long period of ime. In a way that is not easily copies. And that can be maintained over a period of ime. Customer excellence focuses on retaining loyal customers and excellent customer service. Operaional excellence is achieved through eicient operaions and excellent supply chain and human resource management. (neflix) Get customers the merchandise they want, when they want it, in required quaniies and lower cost. Product excellence is having products with high perceived value and efecive branding and posiioning. (ikea) Locaional excellence is having a good physical locaion and internet presence. (im hortons)