Market Strategy and Positioning Fundamentals

📋 Course Outline

1. Market Offer and Demand
2. Data Collection Techniques
3. Market Validation Scenarios
4. Strategic and Marketing Positioning
5. Market Segmentation Criteria
6. Segmentation Methods
7. Targeting Strategies
8. Positioning Principles
9. Positioning Characteristics

📖 1. Market Offer and Demand

🔑 Key Concepts & Definitions

• Market of supply: The total set of products and services offered by all competitors in a specific market, including direct competitors (those offering similar products/services) and indirect competitors (those providing alternative solutions that satisfy the same need).
• Market of demand: The aggregate of final clients (end consumers) and intermediaries (distributors, wholesalers) who influence or participate in the purchasing process. It reflects the needs and preferences of those who buy or influence buying decisions.
• Upstream market: The segment of the market comprising suppliers that provide the raw materials, components, or services necessary for the production of the final product. It is positioned before the company's core activities in the supply chain.
• Macro-environment analysis (PESTEL): A strategic framework used to analyze external macro-environmental factors affecting a business, including Political, Economic, Social, Technological, Environmental, and Legal aspects, which influence both supply and demand dynamics.

📝 Essential Points