Information and Marketing Strategy

1
Information and Marketing Strategy
Strategy
Market Attractiveness
Competitive Position
Definition In terms of PLC Operationalized
Market Growth Impact of information technology
(in the technology intensive section rapid growth
and often rapid decline Forecasting is
difficulty payback periods are shorter).
Definition In terms of PLC -- Getting
Short Operationalized MS
2
Market Structure

• (Contained competitive environment)
• Impact Boundaries are Disappearing
• (Porter The emergence of the super industry
  combining Telecommunications, computers,
  financial services and retailing.)
• ATT, IBM, Merill Lynch, Citicorp, Sears
  competing against each other.

Other Considerations
General Marketing Strategy
Differentiation -- Market Research is key
(Experience with consumer.)
Market Share Cost Leadership, learning curve
Constraints
Shorter PLC
Flexible Mfg.
Flexible Mfg.