Marketing Agency

BCG Matrix The purpose of the BCG Matrix is to determine investment priorities for a company with a portfolio of products/BUs. LEARNING OBJECTIVES Demonstrate the criteria and use of the BCG Matrix KEY TAKEAWAYS Key… BCG Matrix

Market Development Market development targets non-buying customers in currently targeted segments. It also targets new customers in new segments in order to expand the potential market. New users can be defined as: new geographic, demographic,… Market Development

Market Penetration This occurs when a company infiltrates a market in which current products already exist. The best way to achieve this is by gaining the customers of competitors. Other ways include attracting non-users of… Market Penetration

Strategic Views Ansoff Opportunity Matrix The Ansoff Opportunity Matrix describes a company’s possible growth opportunities with current as well as new markets and products. LEARNING OBJECTIVES Demonstrate how the Ansoff Opportunity Matrix, using market and… Strategic Views

Multiple Sources of Advantage One of the main goals of marketing planning and strategy is to produce multiple sources of competitive advantage in the marketplace. LEARNING OBJECTIVES Illustrate the types of corporate competitive strategies KEY… marketing planning and strategy is to produce multiple sources

Strategic Business Units A strategic business unit is a semi-autonomous corporate unit that focuses on a product offering and market segment. LEARNING OBJECTIVES Diagram the role and functionality of a strategic business unit (SBU) KEY… Strategic Business Units

Customer Excellence Obtaining customer feedback to ensure customer satisfaction and loyalty is essential to any marketing plan or strategic planning process. LEARNING OBJECTIVES Identify ways to gather customer information in order to achieve customer excellence… Customer satisfaction and loyalty is essential to any marketing plan

The Strategic Planning Process Sustainable Competitive Advantage Competitive advantage is gained when a firm acquires attributes that allow it to perform at a higher level than others in the same industry. LEARNING OBJECTIVES Demonstrate the… Marketing Strategies and Planning Process

Methods for Evaluating Marketing Performance KPIs, ROMI, and Accountable Marketing are all metrics that are used to track marketing performance. LEARNING OBJECTIVES Illustrate the purpose and characteristics of marketing performance evaluation methods KEY TAKEAWAYS Key… Methods for Evaluating Marketing Performance

Marketing Performance Metrics Marketing metrics are numeric data that allow marketers to evaluate their performance against organizational goals. LEARNING OBJECTIVES Summarize how marketing metrics impacts company operations and goals KEY TAKEAWAYS Key Points Marketing metrics… Marketing Performance Metrics