MARKETING STRATEGY CONCEPTS

SUMMARY MARKETING STRATEGY CONCEPTS

__________________________________________

Currently I am working on Part 2 with concentration on “Online Marketing”

Some of the questions of  “Online Marking Strategies”  will cover:

Below some of the fundamental questions to understand the business before start thinking about business strategies:
Do you have list of your competitors?
Why are you better than your competitors?
Where will your company be in 3-5 years?
Does your company have mission or vision statement, or do you have statement of company value?
How are you marketing your business?
Who are your target audience, target geographic area and how to define it?
How often you visit your competitor’s website and what are the reasons to do it?
What is the best time to send Mass Mail and why?
How to promote on Social Media Websites?
Why social media networking does not work despite resources spent?
What is gorilla marketing and how to use it to increase profit?
And more…
come back for more updates
__________________________________________


The Marketing Mix

The Marketing Mix is a combination of five marketing components that are integrated into the marketing strategy. In the Marketing Strategy the company decides what the most appropriate mix is. These components are also referred to as the 5 Ps :

Product

Market (or Place)

Promotion

Pricing

Distribution (or Placement)

The Product

A Product is a package of benefits as perceived by the consumer. In developing a product strategy you have to address several issues:

  • Determine the product/service need
  • How do you serve the need profitably?
  • Do you have the capability to fill the need?
  • What will the effect be on other products?
  • Will it enhance the company’s image?
  • How will the competitors react?

The Market

A “market” is subdivided into market segments. Each market segment represents a group of potential consumers with similar needs and interests. The target market segments are identified in the Marketing Segmentation Analysis. There are many ways to segment a market and they are not mutually exclusive:

  • Demographic: age, gender, family size, marital status, etc.
  • Geographic: language, regions, government, etc.
  • Psychographic: hobbies, lifestyle, interests, etc.
  • Product Usage: frequency, purpose, etc.

“There is no such thing as one market. There are only market segments”

A “Fit” Analysis is carried out to evaluate the market segments against key objectives and issues such as: corporate goals, corporate strengths/weaknesses, growth objectives, market share objectives, competitive threats/opportunities, and the need to maintain focus.

Promotion

Promotion involves communicating the marketing message of your product to the potential buyers. The components of marketing communications strategies are:

  • Target
  • Intensity
  • Message
  • Medium (Push versus Pull)
  • Economics

The push strategy is more commonly used when you have to deliver a more complex message to the consumer.

Price

What is the appropriate price? Market research can help you estimate what customers are willing to pay.

To set your price you have to understand the relationship between fixed cost, variable cost, contribution, profit impact, and break-even volume. Break-even Analysis is a tool used to analyze these relationships.

You cannot charge any more than what the consumer perceives as the value of the product/service compared to the other available choices.

Pricing Strategies can be set to:

  • gain market share
  • prevent market share
  • meet competition
  • price leadership
  • prevent cannibalization
  • milk product

Distribution

Distribution involves getting the product from where it is produced to where the consumer purchases it. Types of distribution Strategies are:

  • Selective Strategy: the availability of the product is limited
  • Intensive Strategy: the product is available everywhere
  • Direct Distribution: the product goes directly from the producer to the consumer
  • Indirect Distribution: there are intermediaries between the producer and the consumer (e.g. wholesaler, retailer

If you are looking for:

  • sample marketing strategy
  • marketing communication strategy
  • sales and marketing strategy
  • marketing strategy consulting
  • product marketing strategy
  • marketing strategy planning
  • ecommerce marketing strategy
  • internet marketing strategy software
  • search engine internet marketing strategy
  • internet email marketing strategy
  • marketing strategy training
  • consumer marketing strategy
  • trade marketing strategy
  • efficient collaborative retail marketing

subscribe to our blog to stay up to date.

Government Mandated Monopolies,

Government Mandated Monopolies

By Alla Gul (MBA) – Our Contributor

Why are drug companies such as Pfizer allowed to establish and maintain monopolies (patents) on drugs – form of barrier?

Conventional wisdom might suggest that generally monopoly is bad for consumers because of the absence of competition.
A) What type of barrier is this?
B) Do you agree that drug companies should have this government mandated monopoly?  Why?

In economics, a monopoly (from Greek monos / μονος (alone or single) + polein / πωλειν (to sell)) exists when a specific individual or an enterprise has sufficient control over a particular product or service to determine significantly the terms on which other individuals shall have access to it. (This is in contrast to a monopsony which relates to a single entity’s control over a market to purchase a good or service. And contrasted with oligopoly where a few entities have )[1][clarification needed] Monopolies are thus characterized by a lack of economic competition for the good or service that they provide and a lack of viable substitute goods.[2] The verb “monopolize” refers to the process by which a firm gains persistently greater market share than what is expected under perfect competition.

A) Monopoly is the situation in which there is a single seller of a product for which there are no close substitutes (Mankiw, 2004, p.314). A monopoly remains the only seller in the market because other firms can not enter the market and compete with a seller. It might happen due to the following reasons (“Monopoly: A Brief Introduction”, n.d.). First, a single firm owns a key resource.

Second, the government gives a single firm the exclusive right to produce some goods or services. Finally, the costs of production make a single producer more efficient than a large number of producers. As a result, all of the above create barriers to entry causing monopolies to arise. “The fundamental cause of monopoly is barriers to entry” (Mankiw, 2004, p.314). Regardless that government mandated monopolies have had some negative effects on the economy, the government grants the monopoly because doing so is viewed to be in public interests.
When a pharmaceutical company discovers a new drug, it can apply to the government for a patent. If the government approves the patent, the company has an exclusive right to manufacture and sell the drug for 20 years. The drug can not be copied due to protection of a patent (“Monopoly: A Brief Introduction”, n.d.). Many drug companies have been allowed to establish and maintain monopolies (patents) on drugs. These government mandated monopolies have created obstacles for other pharmaceutical companies to enter the market and compete. For example, Pfizer has patents on many drugs including Quinapril, Atorvastatin, and Sildenafil. Until these patents expire, no other company is allowed to produce the same drugs. This gives a company strong monopoly power allowing them to set higher prices and lower level of production than under competition that is considered to be harmful to the economy. However, monopolists argue that granting patents is in the public interest because it would allow them to spend more money on research and development in order to develop new and improved products. “It has long been recognized that government-granted monopolies (i.e., patents, copyrights, trademarks and franchises) can benefit society as a whole by providing financial incentives to inventors, artists, composers, writers, entrepreneurs and others to innovate and produce creative works” (“Monopoly: A Brief  Introduction”, n.d.). In fact, the importance of establishing monopolies of limited duration for this purpose is even mentioned in the Article I, Section 8 of the U.S. Constitution which states that “The Congress shall have Power . . . To promote the Progress of Science and useful Arts, by securing for limited Times to Authors and Inventors the exclusive Right to their respective Writings and Discoveries” (“Monopoly: A Brief Introduction”, n.d). Thus, “The government grants the monopoly because doing so is viewed to be in public interests” because “granting patents for discovered drugs encourages research and development” (Mankiw, 2004, p.316).

To summarize, the laws governing patent have benefits and costs. “The benefits of the patent and copyright laws are the increased incentive for creative activity. These benefits are offset, to some extent, by the costs of monopoly pricing” (Mankiw, 2004, p.316).

B) There are intensive discussions on whether drug companies should have this government mandated monopoly. Supporters of such monopolies argue that even if patent laws do impose costs in the form of higher prices and lower availability for consumers, under patent laws, more innovation will occur, which is beneficial  for society as a whole (“Patent Laws and the War on Good Drugs”, 2001). On the other hand, oppositionists state that the law encourages drug monopolies to create artificial scarcity of some drugs in order to have a higher price for their products (Boldrin & Levine  , Chapter 4). Next argument states that the law deprives the poor from affordable drugs and blocks rights of developing nations under TRIPS (Agreement on Trade-Related Aspects of Intellectual Property Rights).

Despite the clear need for developing countries to exercise their rights to compulsory licensing and parallel imports to enable their people to have access to affordable medicines, a major and perhaps the most disturbing aspect of the crisis of patents and drugs is that obstacles have been and are being put in the way of developing countries seeking to make use of TRIPS provisions on compulsory licensing or parallel imports in order to buy or produce drugs at more affordable prices. (“Patents and monopoly prices”).

To continue, they argue that the high prices can not be justified by large expenses on Research and Development (R&D) since often most of the profits go to cover marketing expenses rather than R&D: “Pfizer says this pricing is necessary to fund new drug research, but 35 percent of its profits drain into marketing and only 15 percent support R&D, according to the Securities and Exchange Commission in 2002…”(“Gov’t should use power to make drugs affordable”). Oppositionists also state that due to the patent law, the pharmaceutical companies are getting less efficient.

In economics, a monopoly exists when a specific individual or an enterprise

In economics, a monopoly exists when a specific individual or an enterprise has sufficient control over a particular product or service

… Another major problem with pharmaceuticals today: The pharmaceutical companies are getting less efficient. They are increasingly turning out drugs that are less important to public health because they’re not as profitable. For example, roughly 70% of new FDA approved drugs are copycats or “me too” drugs which are small variations on existing drugs, usually done to reduce R&D costs and extend the patent life of an existing drug. (“Prescription Drugs”).

Finally, oppositionists conclude that “Patent protection is the most effective tool for drug manufacturers to keep out competition from generic producers and thus maintain monopoly control over the production, marketing and pricing of medicines” (“Patents and monopoly prices: Third Word Network” ). They state that “The net loss to society – from this policy is real and enormous” (Boldrin & Levine  Against Intellectual Monopoly, Chapter 4)

I incline to support those opposing the law. However, I also understand that the protection of intellectual property rights is important, and its violation “not only harms those innovators, such as the drug companies, who would be directly affected, it also does great damage to innovative activity, and indeed all types of capital (“Patent Laws and the War on Good Drugs”, 2001). I do not think I am ready to take one side or the other at this point since this is a complex issue and I do not want to jump to a conclusion ahead of time. I would like to investigate it more thoroughly.

References

Boldrin & Levine YEAR: Against Intellectual Monopoly, Chapter 4: The Evil of Intellectual

Monopoly Retrieved on October 21, 2007  from http://www.micheleboldrin.com/research/aim/anew04.pdf

Gov’t should use power to make drugs affordable

http://www.yaledailynews.com/articles/view/10127?badlink=1

October 17, 2007)

Mankiw,G.(2004). Principles of Economics. Mason, OH: Thomson South-Western

Monopoly: A Brief Introduction, Retrieved on October 20, 2007  from

http://www.linfo.org/monopoly.html

Morgan Rose , 2001, Patent Laws and the War on Good Drugs. Retrieved on October 21,            2007  from http://www.econlib.org/library/Columns/Teachers/patent.html.)

Novartis lawsuit threatens access to medicines for millions,  January 20 2007 Retrieved

on October 19, 2007  from http://www.oxfam.org.uk/applications/blogs/pressoffice/2007/01/novartis_lawsuit_threatens_acc.html)

Oxfam Press Release – 12 December 2006: India, Thailand and Philippines must face

down conflicts to guarantee affordable medicines Retrieved on October 21, 2007 from http://www.oxfam.org/en/news/pressreleases2006/pr061212_affordable_medicines6

Patents and monopoly prices: Third Word Network. Retreived on October 19, 2007 from http://www.twnside.org.sg/title/twr131b.htm

Pfizer, Novartis flayed for blocking new drugs to poor nations. Retreived on October 21,  2007  from http://www.dancewithshadows.com/pharma2/pfizer-novartis.asp

Prescription Drugs, April 2006. Retreived on October 20 from http://www.kucinichforcongress.com/issues/prescriptiondrugs.php April 2006

” Novartis lawsuit threatens access to medicines for millions”http://www.oxfam.org.uk/applications/blogs/pressoffice/2007/01/novartis_lawsuit_threatens_acc.html Jan 26 2007

B2B Social Media Websites Integrations

External Blog RSS URL: http://infotechusa.wordpress.com
Twitter Account URL: http://twitter.com/infotechusa
Facebook Account URL: http://facebook.com/infotechusa
LinkedIn Account URL: http://www.linkedin.com/in/webdesignerny
YouTube: http://www.youtube.com/1webmaker
For more information about social media networking, SEO tips, tricks, social media good practice, online tools, how to market your site and if you are looking for web site design and development agency visit New York Web Design Agency Website

Variety of studies shown that hostile takeovers actually are efficient

By Alla Gul (MBA) – Our Contributor

“Hostile takeover usually involves a public offer of a specific price, usually at a substantial premium over the prevailing market price, for a substantial percentage of the target firm’s stock” (Jarrell, n.d.).  This type of takeover is called hostile because it goes against the wishes of the target company’s management and board of directors.  Hostile takeovers are often seen as inefficient and undesirable. On the other hand, as Lee and McKenzie (2006) stated, there is plenty of evidence that the shareholders of the target company in a hostile takeover realize large gain.

Constant fear of takeover can hinder growth and stifle innovation, as well as generating fears among employees about job security.

Who Benefits from a Hostile Takeover?

Critics of takeovers state that these gains ignore the economic loses that takeovers impose on other groups connected with the target firms (Jarrell, n.d.). However it has been shown in a variety of studies that hostile takeovers actually are efficient. At the same time, even if it is accepted that hostile takeovers are generally efficient, there still should be corporate defenses against such takeovers (Lee & McKenzie, 2006). Among the most common reasons for defense are the desire to retain autonomy or management control, the preference for an alternative partner, and the desire to negotiate a more favorable financial takeover (Pearce & Robinson, 2004). Opposing hostile takeovers, managers of target companies have access to a variety of anti-takeover defensive strategies. The efficiency of hostile takeovers and several anti-takeover defensive strategies are discussed in the sections below.

The efficiency of takeovers

Takeover bids increase the wealth of the corporation’s stockholders significantly (Lee & McKenzie, 2006). But what about other parties involved?

First, critics of hostile takeovers argue that the acquiring corporation often bids too much and loses in the deal. However, Lee and McKenzie (2006) have shown that for the acquiring corporation’s stockholders, their wealth is not greatly affected since “the winning bid for the stock of a corporation targeted for a takeover will fairly accurately reflect the value of that corporation to the winner” (p.510).

Second, also unsupported is the charge that losses to bondholders finance the shareholder gains from takeovers (Jarrell, n.d.). According to several studies mentioned by Lee and McKenzie, takeovers do not impose losses on bondholders, and “…any losses to bondholders do not come anywhere close to offsetting the gains to stockholders” (2006, p. 511). Considering shareholders of bidding firms, “…the studies that find net losses from bidders also show that these losses – at 1 to 3 percent of the stock price – are minuscule compared with the enormous gains to target shareholders” (Jarrell, n.d.).

Next, there is also an opinion that the constant threat of hostile takeover forces corporate managers to stress short-term policies at the expense of more valuable long-term plans, “thereby impairing the economic health and competitive vigor of their companies and the nation” (Jarrell, n.d.). However, the research has shown that the threat of a hostile takeover is not a reason for managers to become short-sighted. Moreover, making decisions that increase the long-term profitability of the firm even if those decisions temporarily reduce profits is the best protection against a takeover (Lee & McKenzie, 2006).

What Yahoo has, Microsoft wants, but Yahoo continues to play hard to get. Even as talks start, stop, and sputter, the two companies still face a formidable foe in Google--and many questions about what they'll do next.

Microsoft’s hostile bid for Yahoo

Also, after a corporation is taken over, often it is broken up as the acquiring firm sells off divisions, often ones that have been profitable. And, therefore, as critics of takeovers state, takeover is disruptive and inefficient. However, multiple examples have proven that by spinning off some of the acquired firm divisions, its total value often increases (Lee & McKenzie, 2006).

To continue, there is a claim made that although stockholders gain from takeovers, they do it at the expense of workers being laid off. But the fact that workers are laid off after hostile takeovers is consistent with the view that these takeovers promote efficiency (Lee & McKenzie, 2006). Lee and McKenzie (2006) further argued that one of the advantages of the market for corporate control is the increased pressure on managers to keep the size of their workforce under control. In addition, most of the harmed workers are not necessarily made worse off by the system that encourages takeovers. “Workers harmed in the case of their firm’s takeover can receive offsetting benefits from the efficiency improvements they, the workers, realize through the lower price of the goods they buy” (Lee & McKenzie, 2006, p.515).

Wordle: WordPress Blog
Takeover defenses

 

 

They can be classified into two categories: preventive and reactive. Preventive strategies are taken by executives to make the firm less attractive as an acquisition target. Reactive strategies are used when a hostile takeover has begun because the particular suitor is not wanted (Pearce & Robinson, 2004). Poison pills and golden parachutes are examples of preventive defenses’ forms, and greenmail and litigation are the forms of reactive anti-takeover defenses.

A poison pill is a very effective way for managers of a corporation to defend against a takeover. It is a defensive strategy that allows shareholders of the target firm to acquire additional shares at attractive prices to dilute the stockholdings of the acquiring corporation causing attacking firms to lose money on its investment (Lee & McKenzie, 2006). Based on results of several studies, the poison pill is a highly popular and effective defensive strategy and may be beneficial to the target firms (Pearce & Robinson, 2004). However, as Lee and McKenzie (2006) have stated, studies indicate that they are in general harmful to the wealth of the target corporation’s shareholders.

Golden parachutes are another form of defensive strategy. Golden parachutes are special, valuable compensation packages that are distributed to a selected group of executives ‘if a pre-specified threshold of outside stock ownership is acquired in a takeover bid” (Pearse & Robinson, 2004, p. 19). Lee and McKenzie (2006) have pointed out that golden parachutes reduce management opposition to takeover bids that benefit shareholders. They can also encourage executives to take greater risks, “given that they know that they will receive a significant severance-pay package if the risks they take result in losses and they lose their jobs” (Lee & McKenzie, 2006, p.517). However, as Lee and McKenzie (2006) continued, ” There is at least tentative support for the proposition that that golden parachutes, across a range of companies, tend to promote the interest of shareholders… by bringing the interests of top managers more in line with those of their shareholders ” (p. 517). Moreover, according to Pearce and Robinson (2004), many studies have indicated that golden parachutes have low effectiveness as a defense strategy and have negligible effects on stockholder wealth.

The next strategy, greenmail, involves repurchasing the shares of stock that have been acquired by the aggressor at a premium in exchange for an agreement that the aggressor will no longer target the company for a takeover (Pearse & Robinson, 2004). Some studies suggest that greenmail can result in small gains for the repurchasing firm’s shareholders. However, any gain to shareholders may encourage others to attempt a takeover (Lee & McKenzie, 2006). Other studies indicate that greenmail has medium effectiveness as a defense strategy and that the effect of greenmail payments on shareholder wealth is generally negative (Pearce & Robinson, 2004, p.21). In addition, Lee and McKenzie (2006) concluded that paying greenmail consistently does not promote the long-run profitability of a firm.

Finally, litigation is a defensive strategy that involves pursuing a legal sanction and restraining order against a pursuer to block that company from acquiring additional stock until the pursuer can prove that that justification for the injunction is unfounded. Litigation is often undertaken to extend the negotiation period so that more attractive offers can be solicited and/or to insure a higher probability of a successful takeover (Pearce & Robinson, 2004). In general, according to a number of studies, the strategy has low effectiveness as a defense mechanism against takeover but has a positive wealth effect for stockholders (Pearce & Robinson, 2004)

To summarize, some individuals and groups do lose in any takeover. However, “The empirical studies offer little or no support for the notion that the huge gains to shareholders reflect similarly large loses to related parties…On average, takeovers reflect wealth-enhancing and socially valuable redeployment of corporate recourses…  Huge gains to target shareholders created large net economic gains”( Jarrell, n.d.).

At the same time, even if it is accepted that hostile takeovers are generally efficient, there still should be corporate defenses against such takeovers (Lee & McKenzie, 2006). It is difficult to define what the best means to protect a corporation against hostile takeover are. Strategies vary in their efficiency and effectiveness. However, “The best defense is efficient management that provides shareholders with a competitive return on their investment” (Lee & McKenzie, 2006, p.516).

The main consequence of a bid being considered hostile is practical rather than legal. If the board of the target cooperates, the bidder can conduct extensive due diligence into the affairs of the target company. It can find out exactly what it is taking on before it makes a commitment. But a hostile bidder knows only publicly-available information about the target, and so takes a greater risk. Also, banks are less willing to back hostile bids with the loans that are usually needed to finance the takeover. However, some investors may proceed with hostile takeovers because they are aware of mismanagement by the board and are trying to force the issue into public and potentially legal scrutiny

References

Jarrell G. Takeovers and leveraged buyouts. The Concise Encyclopedia of Economics. Retrieved on November 5, 2007 from http://www.econlib.org/Library/Enc/TakeoversandLeveragedBuyouts.html

Lee, D.R. & McKenzie, R. B. (2006). Microeconomics for MBAs. New York.

Cambridge University Press

Pearce. J & Robinson. R. (2004). Hostile takeover defenses that maximize shareholder wealth. Business Horizons. 47/5, pp.15-24

For more information about social media networking, SEO tips, tricks, social media  good practice, online tools, how to market your site and if you are looking for web site design and development agency visit New York Web Designer Agency Website