COMPETITIVE MARKETING STRATEGIES

Introduction

The role of Management is to create wealth in an organization through the optimization of its limited resources. In order to do so, Management must develop strategies that allow for a sustainable competitive advantage over competition.

However, it must be noted that there is a distinction between operational efficiency and strategy. Operational efficiency, though important brings about only minimal
improvements in productivity. Sustainable competitive strategies on the other hand result in quantum leaps in improvement.

Marketing strategies contribute to and are derived from overall business strategies. This module aims to provide participants with the knowledge on how to develop competitive marketing strategies. It introduces well-proven techniques that are used by top performing organizations in developing these strategies.

Participants will be able to generate a range of Marketing strategies and determine which are the ones that best suit the organization’s needs. They will be able to do so with a clear awareness that Marketing has and in return is impacted by other cross functions.

Course Duration

2 Days.

Objectives

• Analyze business opportunities more effectively
  
• Make more effective product and market choice and achieve sustainable
  competitive advantage
  
• Raise the level of awareness of, and concentration on the needs of customers
  
• Position products or services more effectively in relation to competition
  

Who Should Attend

Executives, Junior or Senior Managers and any personnel dealing with marketing.

Resource Person

Ken Ng manages his own consultancy firm and specializes in both Human Resource Management and Sales and Marketing. He possesses an Executive Masters in Business Administration from the University of Bath and Bachelor of Science from the University of Malaya. In addition to conducting customized training and consultancy programs, Ken also lectures on Organizational Behavior and Marketing for the Malaysia Institute of Management and Malaysian Institute for Training and Development for MBA programs. He also lectures regularly for University of Malaya. His clients include small to medium sized organizations, multinationals and public-listed companies and can conduct programs in both English and Bahasa Malaysia.

Contents

The role of Competitive Strategy

• The Process & Principles
  
• Characteristics of Selected Markets

Effective Competitive Strategy

• Assessing The Market Environment
  
• Scanning Customers & Competitors
  
• Determining The Nature & Behavior of Competition
  
• Identifying Competitor's & Own Competitive Advantages
  
• Analyzing & Selecting Opportunities

Segmentation, Targeting and Positioning

• Ways to Segment The Market
  
• Positioning Strategies

Building Strategic Direction

• Organization's Vision & Mission
  
• Internal Stability Versus Growth
  
• Ansoff Matrix

Competitive Strategies Available

• Strategies for Market Leaders
  
• Strategies for Attackers & Defenders
  
• Competitive Positioning

Managerial Considerations

• Measures of Performance - a Real Dichotomoy?
  
• Strategic Dimensions of Product, Pricing, Promotion & Distribution

Make It Happen

• Developing an Action Plan