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 1998 role-play is for the cellular telephone market in the UK and the war being fought between Orange, One2One, Vodafone, BT Cellnet and the fifth operator. The focus is on the markets themselves, especially the crucial issues of consumer benefits, habits and preferences. This course is about taking a technology from its cradle to maturity. We start with the concept of technology trajectories and their connection to product development.