Marketing Strategy Revision Sheet

1. 📌 Essentials

• Marketing approach is a systematic process involving analysis, strategy development, and action implementation.
• analysis examines political, economic, socio-cultural, legal, ecological, and technological factors.
• Internal analysis assesses company strengths and weaknesses.
• SWOT analysis summarizes external opportunities/threats and internal strengths/nesses.
• Targeting involves selecting specific consumer segments based on analysis.
• Positioning creates a distinctive perception of the product in consumers’ minds.
• The marketing mix (4 Ps): Product, Price, Place, Promotion.
• Actions include product launches, advertising, pricing, rebranding, and social media.
• Continuous monitoring and adjustment are crucial for success.
• Nespresso exemplifies emotional, tasting, accessible positioning.

2. 🧩 Key Structures & Components

• External Environment — influences opportunities and threats.
• Internal Environment — includes company resources and capabilities.
• SWOT Matrix — combines internal and external analysis.
• Target Audience — specific consumer segments chosen for focus.
• Positioning Strategy — how the product is perceived relative to competitors.
• Marketing Mix (4 Ps) — tactical elements to deliver value.
• Implementation Actions — operational steps to execute strategy.
• Monitoring & Adjustment — evaluating results and refining tactics.

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