Market Entry Strategies: Communication, Advertising, and Public Relations
Item 5: Market Entry Strategies
5.1 Reactions to Market Entry and Overcoming Barriers
Entering a new market can face obstacles, including:
- The need for significant technological innovation.
- Highly competitive existing companies.
- Defensive strategies from incumbent companies (e.g., improved quality, discounts).
Ways to Overcome Barriers:
- Analyze Market Differences: Identify opportunities presented by the new market.
- Establish Competitive Strategies:
- Cost Leadership: Offer lower costs.
- Product Differentiation:
Effective Strategies for Enterprise Decision-Making
Strategies to Improve Decision-Making in the Enterprise
Decision trees assess the various possible consequences of a decision.
- Decision Node: A point where a person must decide among several choices when facing a problem.
- Probability Node: At this point, the process takes a random event.
- Branch: Shows the possible paths to take after each of the two nodes.
The SWOT method is used to analyze the possibilities of implementing new decisions in a company. The analysis is done on two levels:
- Internal to the
Marketing Essentials: Concepts, Strategies, and Processes
Marketing: Definition and Scope
Marketing: is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.
The Marketing Process: A Step-by-Step Approach
MARKETING PROCESS:
- Understanding Consumers and the Marketplace: Consumers’ needs and wants are fulfilled by market offerings: combinations of products, services, information offered to satisfy a need/want; marketing myopia;
Strategic Planning and Brand Management: Key Concepts
Strategic Planning Overview
Strategic planning: Headquarters designs the 1CORP STRATEGY plan (guiding the enterprise: how many resources for each unit, what business to start/stop). Each business unit develops a 2PLAN for a profitable future. Each MK3OFFERS a MK plan to achieve its objectives.
Corporate strategy: Define line of business, determine objectives for each line of business, assign resources.
Business strategy: Using resources for competitive advantage.
Functional strategy: Maximize performance.
Read MoreOptimizing Marketing Funnel Performance Metrics
Awareness Stage
Impressions
- Low: Suggests limited reach, possibly due to narrow targeting or low ad spend.
Recommendations:
- Expand target audience; use broader demographics/interests.
- Increase ad budget for more exposure.
- Explore additional channels/placements to reach a wider audience.
- High: Indicates strong visibility.
Recommendations:
- Refine targeting to focus on more relevant audiences.
- Improve ad creative and messaging to increase relevance.
- Apply frequency capping to avoid ad fatigue.
CTR (Click-Through
Read MoreEnhancing Customer Satisfaction Through Effective Merchandising
Evaluation of Satisfaction. It is crucial to identify what customers care about most. The Measurement of Satisfaction investigates how the company’s overall product is perceived by the customer at the time of delivery, in conjunction with a set of expectations (expected results for the customers as a result of supply).
The level of expectations is determined by:
– Activities of mass communication or custom of the company.
– Personal experience with the enterprise customer and the competition.