Market Strategies - Students University of Central Missouri市场战略-密苏里中央大学的学生.pptVIP

Market Strategies Market-Scope Strategy Single-Market Strategy Definition: concentration of efforts in a single segment. Objective: To find a segment currently being ignored or served inadequately and meet its needs. Requirements: a) Serve the market wholeheartedly despite initial difficulties. b) Avoid competition with established firms. Expected results: low costs; higher profits Multimarket Strategy Definition: Serving several distinct markets. Objective: To diversify the risk of serving only one market. Requirements: a) Careful selection of segments to serve. b) Avoid confrontation with companies serving the entire market. Expected results: higher sales; higher market share Market-Scope Strategy - Continued Total-Market Strategy Definition: Serving the entire spectrum of the market by selling differentiated products to different segments in the market. Objective: To compete across the board in the entire market. Requirements: a) Employ different combinations of price, product, promotion and distribution strategies in different segments. b) Top management commitment. c) Strong financial position. Expected results: increased growth; higher market share Market-Geography Strategy Local-Market Strategy Definition: Concentrate efforts in immediate vicinity. Objective: To maintain control of the business. Requirements: a) Good reputation in the geographic area. b) Good hold on requirements of the market. Expected results: short term success--need to expand Regional-Market Strategy Definition: Operate in a region. Objective: To diversify risk of dependence on one part of a region and to keep control centralized. Requirements: a) Management commitment to expansion. b) Adequate resources. c) Logistical ability to serve a regional area. Expected results: increased growth; increased market share; keep up with competitors. Market-Geography Strategy - Continued National-Market Strategy Definition: Operate nationally. Objective: To seek