Marketing Strategy

Lesson Exercise Answer Learning outcome By the end of this lesson you will be able to place a business unit on the ADL matrix…

Ansoff’s matrix offers strategic choices to marketing managers. Ansoff’s has four main categories.

The Balanced Scorecard is an approach that can be used by strategic marketing managers to control, and keep track of, key performance indicators. In…

Lesson Exercise Answer Learning outcome By the end of this lesson you will be able to place a company’s products or business units into…

The ‘Strategy Clock’ is based upon the work of Cliff Bowman (see C. Bowman and D. Faulkner ‘Competitve and Corporate Strategy – Irwin -…

Building and Developing Relationships Learning Outcome: By the end of this lesson, you will be able to explain why marketing depends on strong internal…

A core competence is the result of a specific unique set of skills or production techniques that deliver value to the customer. Such competences…

By the end of this lesson, you will be able to describe what a customer journey map shows, identify the typical stages it covers,…

Learning outcome By the end of this lesson you will be able to explain what a digital transformation strategy is, describe the four dimensions…

Learning outcome: By the end of this lesson, you will be able to explain how Carroll’s CSR Pyramid, Freeman’s Stakeholder Theory, and Elkington’s Triple…

Five Forces Analysis helps the marketer to contrast a competitive environment. It has similarities with other tools for environmental audit, such as PEST analysis,…

A marcoms tool that a marketer can employ for branding decision-making is the Four Banding Alternatives (Tauber 1981). Four Branding Alternatives is a strategic…

Gap analysis compares where a business is heading with where it intends to be, and sets out the four strategies available for closing the…

Lesson Exercise Answer Learning outcome By the end of this lesson you will be able to build the two composite scores the GE Business…

Generic strategies were at their most popular in the early 1980s. They outline the three main strategic options open to organization that wish to…

Zipf’s law states that if a collection of items is ranked by popularity the second item will have around half the popularity of the…

Marketing as a discipline is not a precise science. However, the area of marketing planning does have its own theory, the validity of which…

Learning outcome By the end of this lesson you will be able to explain what portfolio analysis is for, and choose between the four…

Lesson Exercise Answer Learning outcome By the end of this lesson you will be able to place a business unit on the Shell Directional…

Internal Marketing is a vital communication and change management tool. Learn how to construct an internal marketing plan.

Learning outcome: By the end of this lesson, you will be able to explain why strategy implementation requires organisational change, describe Narver and Slater’s…

Learning outcome: By the end of this lesson, you will be able to explain what TOWS analysis is, apply its four strategy types (SO,…

Learning outcome By the end of this lesson you will be able to explain what Kumar (2018) means by transformative marketing, apply the three…

The value chain is a systematic approach to examining the development of competitive advantage. It was created by M. E. Porter in his book,…

The term value curve appears in three key Harvard Business Review articles by W. Chan Kim and Renee Mauborgne, as well as their 2005…

By the end of this lesson, you will be able to explain what a marketing strategy is, how it differs from day-to-day marketing tactics,…