Defensive, offensive, flanking and niche strategies. Segmentation and buying behaviour. How to reverse engineer a competitor's marketing strategy. Examples cover both industrial and consumer markets, including strategy consulting and retail banking. The focus is on thinking and debating, not reading or number-crunching.
Participants choose and analyse a real-world example which supports or refutes the assertion.
Group presentation and paper for marketing warfare role-play. The ability to bring product and service innovations to the market ahead of rivals is an important advantage in fast-changing markets. Winning firms achieve this by combining a fast-paced development process with clear strategic guidance, a supportive and committed organisation, and superior insights into the market. Many firms have yet to master this capability, if the continually high rates of failure are any indicator. The objective of this course is to learn how to improve a firm's ability to develop new products.