Brand learning Chapter VII- Brand Development Strategy.doc

 PAGE \* MERGEFORMAT 60 ‘Brand learning’ Chapter VII: Brand Development Strategy Brand Development Strategic Analysis Section ‘Strategy’ the original meaning of the term ‘general command of the military art’. Brand development strategy is an enterprise according to internal and external environment, in order to establish the advantages of the brand and will continue such benefits while the brand’s objectives and the means used to achieve the objectives of the overall plan. An enterprise external environment analysis Micro-environment. Micro-environment is the production, marketing, etc. are directly related to environment, such as customers, competitors, raw materials, partners and so on. One customer analysis and competitor analysis is the most important. Enterprises should build a brand, should fully understand the customer scale structure, consumer psychology, consumer habits. For the competition for resources with the enterprise and the sales market rivals, to understand their strengths and weaknesses, understand their business strategies and plans as well as to understand their work style, and so the leaders. By mutual comparison, figure out the strengths and weaknesses of the enterprise to be aware of. Include the following aspects: Pressure on suppliers of raw materials. Raw material suppliers may require raising the price of raw materials so as to enhance their bargaining power. The user that the bargaining power of consumers. Consumers will ask enterprises to provide better quality product prices. The threat of new entrants. The new entrants will be split as part of market share, increase the productive capacity of the entire industry, resulting in the intensification of competition in the industry. The new entrants to enter an industry must overcome some obstacles, to pay a certain price. If the original size of the business effect of the original brand’s reputation and so forth will have an impact on new entrants. Producer substitute products