MRKT 354 Lecture Notes - Lecture 9: Emerging Markets, Cash Flow, Price Premium
Document Summary
Marketing strategy lecture 9: portfolio analysis and strategies. Price-quality model toyota product portfolio: contrasts price against product quality and brand status provides a strategic view of product positioning and the market segments that are served along this curve. Also has a good future as products cycle through (ex a) other products with move to the next stage. Market growth as a measure of market attractiveness. Illustrates how the product sales and profits vary over the product life cycle. Ge mckinsey multi-factor model: product a has average market attractiveness but very strong competitive position. Probably would introduce a strategic plan to protect this position. Ge-mckinsey model market attractiveness: each one of these factors may be weighted for easier decision making. Assessing market attractiveness: this is an example of the weighted analysis. Ge-mckinsey model competitive position: also uses a weighted analysis for easier decision making. Ia)- grow market share: sdi= msi/spi, share potential index = awareness*preference*purchase intentions*availability*purchase rate.
