Marketing Strategy and Competitive Positioning pdf ebook
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hooley graham et al marketing strategy and competitive posit
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Figure 3.9
Sales of iPods Source: iPodlounge.com. Data are for every two months from November 2001 to May 2004. Thus 11 is November 2001, 1.02 is January 2002, etc. 3,500,000 3,000,000 Introduction Growth Sales 11 1.02 3.02 5.02 11 1.04 3.04 5.04 7.02 9.02 11 1.03 3.03 5.03 7.03 9.03 2,500,000 2,000,000 1,500,000 1,000,000 500,000 iP ods sold Time 0 78 CHAPTER 3 THE CHANGING MARKET ENVIRONMENT competition, market fragmentation and declining profits, due to over-capacity in the indus- try. Indeed, competitors will try to uncover untapped niches and/or enter price wars. This leads to a clear-out and the weaker competitors will exit, possibly becoming suppliers to the stronger ones or being bought by them (as has been the case in the car industry). The survivors will be companies supplying the bulk of the market, or competing on a high- volume–low-margin basis, or market nichers. Many firms will try to buck the trend and revamp their PLCs (not always successfully, as both KitKat and Barbie experienced after unsuccessfully launching new variants of their products), or expand the market by creating a new segment, and hence extra demand overall, as Swatch did. Mature markets are also likely to see a degree of product substitution, where one product form gives way to another. One example is the US car market, where increasing gasoline prices, coupled with increasing concern over emissions, has led to a decline in the sports utility vehicle (SUV) market but a rapid increase in sales of hybrid cars (see Figure 3.10 ). Decline stage This stage is marked by a slow or rapid decline of the sales of the product. Decline may be due to better solutions supplanting weaker ones (for example, new technology such as the USB flashdrive replacing floppy and zip disks, and now the Cloud replacing flashdrives), a change in consumer tastes or an increase in competition, be it domestic or international. 3.9 Strategic groups Within industries, a useful basis for analysis can be the strategic group. A strategic group is composed of firms within an industry following similar strategies aimed at similar custom- ers or customer groups. Coca-Cola and Pepsi, for example, form a strategic group in the soft drinks market ( Kay, 1993 ). The identification of strategic groups is fundamental to industry Download 6.59 Mb. Do'stlaringiz bilan baham: |
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