Papers on "Strategic Marketing" and similar term paper topics
Paper #095382 ::
Strategic Marketing
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This paper deals with strategic marketing and product evaluation.
Written in 2007; 1,161 words; 5 sources; MLA;
$ 40.95
Paper Summary:
In this article, the writer notes that the most critical source of new revenue, product differentiation, and demands for innovation are new products. The writer points out that despite the highly critical nature of products within the traditional 4Ps of marketing which also include pricing, promotion, and place or distribution, many companies are challenged by the tasks associated with transforming innovative ideas into saleable products. The writer discusses product development and innovation. The writer looks into brands and products, making use of Coca Cola, Pepsi, Microsoft and Salesforce.com as examples.
Outline:
Approaches Companies Take To New Product Development
Figure 1: Grid of Product Introductions
New Products: Blue Ocean or Red Ocean Strategy?
Managing Product Life-cycles
Bringing Innovation into Products
References
From the Paper:
"The differences between Pepsi and Coca-Cola in their NPDI and broader PLM processes are certainly defined by each of their relative innate competitive advantages, yet Pepsi is definitely the more aggressive and less risk averse at acquiring new brands. Pepsi's aggressiveness on acquiring brands has in fact paid off more than the philosophy inside Coca-Cola of trying to build brands. With the Coca-Cola board of directors anchored by famed investor William Buffet who nixed the deal for Coke to acquire the Gatorade brand for 10.1% equity, the philosophy he exemplifies of having the company build its own brands over time. Coca-Cola favors organic growth of product lines and brands while Pepsi has a much more aggressive merger & acquisition (M&A) strategy for growth. Pepsi's M&A strategies in fact have been very risky yet have continually fueled their product line growth and enabled them to continually build an impressive array of products in their portfolio. At the center of their strength is the strategic definition of their business as being refreshment and beverages over purely soft drinks."
Tags:
product development brand CRM market share
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