1. COMPETITIVE MARKETING STRATEGIES SUSTAINING THE COMPETITIVE EDGE

2. Customer Acquisition vs. Retention Strategy Strategy Acquisition Increase Market Share Advertising Promotion Pricing Expand Market Size New channels Export Retention Switching Barriers Frequent flyer Monopoly Customer Satisfaction Quality Improvement Service Complaint Handling Image/Good will

3. GROWTH MAGRKETING STRATEGIES Growth in Existing Product Markets Increasing Market Share Increasing the Quantity Used Find New applications Product Development Add product features Product refinement Expand Product Line Develop new Products Market Development Expand Geographically Target New Market Segments

4. LOW COST MARKETING STRATEGIES No Frills Product Design Captive Raw Material Source Government Subsidy Location Production Innovation Experience Curve

5. PIONEER MARKETING STRATEGIES Firms have first choice of Market Segments and Positions The Pioneer brand establishes the rules of the game Pioneer brands incur distribution advantages Economies of Scale and Experience is gained first High switching costs for early Adopters Facilitates control over scarce resources and suppliers

6. MARKET FOLLOWER STRATEGIES Ability to profit from Pioneers mistakes Ability to take advantage of latest technology Ability to take advantage of Pioneers limited resources

7. PREEMPTIVE MARKETING STRATEGIES Supply Systems Announcing New Product Gain Customer commitment Distribution/Service

8. COST LEADERSHIP DIFFERENTIAL ADVANTAGE FOCUSED COST ADVANTAGE FOCUSED DIFFERENTIATION COMPETITIVE ADVANTAGE LOW COST TECHNOLOGICAL BROAD NARROW Business Scope

9. A B C D E F G H CASH COWSDOGS STARS QUESTION MARKS RELATIVE MARKET SHARE 101.00.1 Market Growth Rate 30% 20% 10% 0% BCG MATRIX

10. Invest/Grow Selective Investment Harvest/Divest HighMediumLow High Medium Low Industry Attractiveness Business Position

11. Sustainable Competitive Advantage Ways to Compete Product Strategy Positioning Strategy Manufacturing Strategy Basis of Competition Skills and Assets Core Competences Where to Compete Market Segment Who do you compete against Competitor Selection