Introduction
One of the
most important decisions a company has to
make is its marketing strategy. A good
marketing strategy appropriate to the
company and its operating environment will
ensure the long term survival. It will also
enable it to sustain its growth and
profitability. This course will explore all
available marketing strategies that a
company can use for its competitive
advantage.
Objectives To explore
frequently-used marketing tools and
techniques so as to help develop appropriate
marketing strategies. The ultimate goal is
to enhance one’s competitive position, and
to sustain growth and profitability in the
future. Course
Outline!
-
Strength and
Weakness analysis
• What is SWOT
• S/W by product and company
• S/W analysis map
-
Competitive
strategies
• Competitor comparison by product and
company
• Competitor comparison map
• Sustainable competitive advantage
• Market position and strategies
-
Opportunities and
Threat analysis
• Environmental scanning
• Porter’s threat of 5 forces
-
Growth strategies
• Ansoff’s matrix
-
Product portfolio
management
• Boston Consulting Group model – how
companies use to manage their product
portfolio
• Product life cycle strategies -
Characteristics and strategies at
different stages of PLC
-
Pricing strategies
• Importance of pricing
• Key factors impacting pricing
• Internal and external forces
• Pricing strategies
• Trends affecting pricing decisions
-
Marketing
communication strategies
• Marketing communication tools
• Role and importance of promotion
• Process of marketing communication
• Marketing communication plan
• Marketing communication objectives
• Advertising types and relationship to
Product Life Cycle
• Sales promotion tools, objectives, and
strategies
• Planning promotion process
• Push versus pull strategy
-
Distribution
channel strategies
• Types and structures of distribution
channel
• Functions and value of channel members
• Major trends in distribution channel
Who Should
Attend? All marketing
executives and managers who want to learn
how to improve their marketing strategy
formulation and upgrade their ability to
apply marketing strategies to their
marketing situations.
Methodology
This is a very intensive
workshop with extensive discussions and
exercises. Participants will be expected to
present their company’s strategies.
Duration Two
Days
Post your comments at
amin@aiminlines.co.th
Copyright © 2014 AIM Inlines. All rights reserved.
No portion of this web site may be used or
reproduced in any manner
whatsoever without written permission, except in the
case of brief quotations
embodied in critical articles and reviews. |
Back to
In-house Training
| Top of the Page
|