MRKT 354 Lecture Notes - Lecture 3: Price Drop, United States Department Of Justice, Swot Analysis
Document Summary
Qualitative analysis: data is not the same as information, analysis should empower managers with information, but still need intuition and judgment, situational analysis. Situational analysis: examine the internal and external environment. Collaborators and climate: collaborators, relationship, capacity, commitment, climate, political, sociocultural, technological, economical. Strengths internal capabilities that may help a company reach its objectives. Weaknesses internal limitations that may interfere with a company"s ability to achieve its objectives. Opportunities external factors that the company may be able to exploit to its advantage. Threats current and emerging factors that may challenge the company"s performance. Quantitative methods: marketing strategy depends on quantitative methods, market potential, market share, more . Changing market structure: short-term vision, with limited view can overlook a chance to grow profits, companies entered into the energy, sports drinks and bottled water very late. A market definition that only included soft drinks would limit. Coca cola"s opportunity: however, a narrow market definition by design is not always bad.
