Why New Products Fail

  Why new products fail No product point-of-difference For a new product to win initial trials and then ongoing repeat business, it needs to bring something new to the marketplace. Potential customers need an incentive – such as additional benefits or some form of variety – to be persuaded to try and buy a new … Read more…

Using Porter’s Value Chain

  Michael Porter outlined the value chain model in his book “competitive advantage”.(Here is a link to Google books for this textbook.) Porter’s Value Chain is a model that is sometimes included in a marketing principles textbook, but is more commonly found in a book on marketing strategy. Using Porter’s Value Chain The value chain … Read more…

Structure of Porter’s Value Chain

  Creating value for customers is a fundamental aspect in marketing success. To aid the process of value creation, Michael Porter developed tool for finding new ways to create customer value, which he refers to as the “the value chain”. Nine components of Porter’s Value Chain Porter’s value chain focuses on nine strategic activities that … Read more…

What is portfolio analysis in marketing?

  In marketing strategy subjects, you often learn about different strategic models – some of these will include portfolio models, or portfolio matrixes, or portfolio analyses – which are all interchangeable terms for the same concept. What is a business portfolio? A business portfolio is essentially the same concept as a share portfolio for an … Read more…

The Strategy Hierarchy

  The strategy hierarchy is often taught in business and marketing schools today, stating that a strategy can be formulated at three different levels: corporate level, strategic business unit level (SBU), and functional (or departmental) level. It is important concept to understand because at these different levels, different strategic issues are addressed. Therefore, it will … Read more…

Additional benefits of a marketing plan

  Why having a marketing plan will be beneficial to the firm In addition to documenting the plan itself and outlining the various action tasks, a marketing plan can actually provide other benefits to an organization. Key “extra” benefits of a marketing plan It is a very effective communication tool – particularly upwards to senior … Read more…

Do all firms need a marketing plan?

  Can firms be successful without a marketing plan? One of the questions often asked by marketing students is whether or not a company really needs a marketing plan. Certainly by the way that marketing plans are taught at university, one would be forgiven thinking that every business had a documented marketing plan. But this … Read more…

What is not-for-profit marketing?

  What is a not for profit organization A not-for-profit organization is one that does not intend that its sole purpose is to deliver profitability. But it is important to remember that a not-for-profit organization will typically generate a profit which is then reinvested into the organization in order to achieve growth or to increase … Read more…

Example SWOT for 3M

This example of a SWOT analysis of 3M is designed to help you understand how to prepare an structure a SWOT for strategic input. Company Overview for 3M The brand name of 3M comes from its original name of the Minnesota Mining and Manufacturing Company. It is a large, global and diversified company with its … Read more…