MARKETING STRATEGY Review: What is strategy? What does it mean to have a sustainable competitive advantage or USP?

MARKETING STRATEGY Macro-Strategies Customer Excellence Locational Excellence Operational Excellence Product Excellence Customer Excellence

MARKETING STRATEGY Does this reflect Customer Excellence? https://m.youtube.com/watch?v=2xqkpP59UgM

MARKETING STRATEGY Customer Excellence Starbuck’s Customer Customers are not looked at as a $2 coffee buyer $25/week 50 weeks in a year 10 years or more Starbuck’s customer is looked at as $12,500

MARKETING STRATEGY Customer Excellence through Creating magical experiences https://m.youtube.com/watch?v=2s74N3InhUQ

MARKETING STRATEGY Customer Excellence through Loyalty Articles: Starbuck’s Loyalty and McDonald’s Loyalty programs What do they say about loyalty? Why are loyalty programs important? Loyalty programs What can they say about you? Trek Bicycle Engage with your customer

MARKETING STRATEGY Customer Excellence through Customer Service http://www.youtube.com/watch?v=S_6y1CieJHo

MARKETING STRATEGY What they want? When they want it? Operational Excellence What they want? When they want it? “They are operationally excellent because they go well beyond these activities. These companies engage their customers, they constantly innovate, they continuously improve how they operate, and they move at optimal speed,” he writes in Redefining Operational Excellence. https://www.youtube.com/watch?v=-qOBm3Iwlzo&app=desktop

MARKETING STRATEGY Product Excellence Through Innovation and Design 3M a Corporate Culture 6% of its sales is spent or R & D http://www.youtube.com/watch?v=OIs0oJYa3rQ Product excellence and creativity with Disney https://m.youtube.com/watch?v=BXY89v3jPJs

MARKETING STRATEGY Locational Excellence Important for retailers and service providers Location, Location, Location