Page 83 - Foundations of Marketing

50 Part 1 | Strategic Marketing and Its Environment

4. Amazon.com identified an opportunity to capitalize on how you would organize the marketing units for the
the convenience of online shopping. Many consum- following:
ers would rather shop from home and avoid stores. a. A toothpaste with whitener, a toothpaste with
Entering the market during a strategic window gave sensitivity protection, a toothpaste with cinnamon
Amazon.com a competitive advantage in a new mar- flavor
ket. Consider the opportunities that may be present in b. A national line offering winter and summer sports
your city or your region. Identify a strategic window, clothing for men and women
and discuss how a company could take advantage of c. A life insurance company that provides life, health,
this opportunity. What types of core competencies are and disability insurance
necessary? 6. Develop your analytical and communication skills
5. Marketing units may be organized according to func- using the Role-Play Exercises online at
tions, products, regions, or types of customers. Describe www.cengagebrain.com .

Internet Exercise

Apple

You conducted a SWOT analysis for Apple in Exercise 2. Based on your existing knowledge of Apple as
1, so you should feel quite familiar with the company’s an innovative leader in the consumer electronics
strengths, weaknesses, opportunities, and threats. One of industry, describe the company’s primary competi-
Apple’s strengths is its website, which is considered to be tive advantage (i.e., what makes Apple strategically
very well organized and informative. See why by accessing unique?). How does Apple’s website support this
www.apple.com . competitive advantage?
3. Assess the quality and effectiveness of Apple’s
1. Based on the information provided on the website,
website. Specifically, perform a preliminary SWOT
describe Apple’s SBUs. Does Apple have SBUs that
analysis comparing Apple’s website with other high-
are divisions, product lines, or some other profit-
quality websites you have visited.
center structure within the parent company?

One of the foundations of a successful marketing strategy 2. Conduct a SWOT analysis of your company to identify
is a thorough analysis of your company. To make the best its strengths and weaknesses. Continue your analysis
decisions about what products to offer, which markets to include the business environment, discovering any
to target, and how to reach those target market mem- opportunities that exist or threats that may impact your
bers, you must recognize your company’s strengths and company.
weaknesses. The information collected in this analysis 3. Using the information from your SWOT analysis, have
should be referenced when making many of the decisions you identified any opportunities that are a good match
in your marketing plan. While writing the beginning of with your company’s core competencies? Likewise, have
your plan, the information in this chapter can help you you discovered any weaknesses that could be converted
with the following issues: to strengths through careful marketing planning?

1. Can you identify the core competencies of your com- The information obtained from these questions should
pany? Do they currently contribute to a competitive assist you in developing various aspects of your market-
advantage? If not, what changes could your company ing plan. Develop your marketing plan online using the
make to establish a competitive advantage? Interactive Marketing Plan at www.cengagebrain.com .

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