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Frameworks:

Ansoff's Product/Market Expansion Grid

  • Market Penetration
  • Market Development
  • Product Development
  • Diversification

Porter's Generic Strategies for Competitive Advantage

  • Low cost leadership
  • Differentiation
  • Focus

Concepts:

Marketing Plan

Business Definition

Situational Analysis

SWOT Analysis

External Environment

  • Technology Environment
  • Political/Legal Environment
  • Competitive Environment
  • Socio-cultural Environment
  • Physical Environment
  • Demographic Environment
  • Macroeconomic Enviornment

Marketing Objective

Segmentation, Targeting, and Positioning

Marketing Strategy (usually organized around 4Ps)

Key Terms:

Strategic Business Unit (SBU)

Marketing Audit

Marketing Myopia

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