Marketing

2. Goal setting ( Marketing basics)

Examples in the formulation of the objectives

Sales objectives

Suzuki expects to sell 9,000 vehicles in 2012.

For 2013 amounted to 20,000units goals.
To expect 2014 sales of 30,000 units.
All these sales targets will be achieved with the launch of new models.

Profit objectives

33.9% increase expected net profit.3. Marketing Strategies

Types of strategy:

Intensive growth strategies or extension activities
Growth strategies for diversification
Growth strategies for integrationCompetitive Strategies (Kotler)
Strategies as Competitive Advantage (Porter)

3. Marketing Strategies

Strategies of growth: intensive growth strategies (Ansoff, 1988):

- Penetration strategy.- Strategy of product development
- Market development strategy.

Strategies of growth for diversification:

- Diversification Concentric (related).
- Diversification pure(unrelated).

Strategies of growth for integration:

- Vertical integration.
- Horizontal integration


3. Marketing Strategies
Growth Target


same products new ProductsPenetration|Product Development|

Market development|diversification|


same markets
new Markets


3. Marketing Strategies

Penetration

             Develop primary demand.              Increase market share.

Product Development

             Adding the product characteristics.
             Expanding the range of products.
            Improve product quality.Market development

            Targeting new segments.
            Use new distribution channels.
            Geographic market expansion.

Diversification

            Combination ofshares used in the development of products and markets.

3. Marketing Strategies

Examples of penetration strategies

With the new service, my favorite, you can choose any...