Essay - Marketing Strategy Q: Discuss the Conditions that Might Enable a...

Marketing Strategy

Q: Discuss the conditions that might enable a new competitor to enter ***** mature product-market.

The factors that favor the success of an entirely new ***** *****ing a mature product-market have often been correlated to the level of research & development investment ***** fueled the innovation of next-generation products and services. This dynamic has certainly been the case in the high technology industries. Dr. Michael Porter's Determinants of Competitive Advantage Model is one of ***** most used by practitioners to analyze why new entrants ***** markets are successful in gaining significant competitive advantage. Ketels (2006) states that the Porter Model highlights the fact that new competitors entering existing markets st***** ***** best chance ***** success by significantly increasing the productivity of customers through the use of new processes and technologies. The Boston Consulting Group growth/share matrix based on ***** strategic planning completed at General Electric also illustrate how new competitors can enter an ***** mature market through an aggressive substituti***** ***** under-performing products ***** may lack differentiation ********** have resorted purely to price. The growth/share ***** and comparable models are analyzed ***** Proc*****r and Kitchen (1990) ***** the conclusion is that new ***** have ***** advantage of re-directing mature markets through more precise alignment of product strategies to current unmet needs. New competi*****rs can ***** ***** and dominate mature markets by re-defining the market itself, using insights into the unmet needs and concentrating on delivering entirely different, and often higher levels of value to cus*****mers. ***** is often called blue ocean strategies, based ***** the research of W. Chan Kim ***** Renee Mauborgne (2005) who found that through empirical analysis of mature *****, there was an inflexion point where ***** competitors redefined the needs of customers *****d in the process created ***** new **********. Tak*****g an entirely different perspective on the customers' substitute products *****d the needs they ***** leads to the creation of blue ocean markets, which as ***** and Mauborgne define, ***** uncontested markets. All of *****se models and tools together can lead to ***** introduction ***** new products and services in***** mature markets.

Q: Are vertical relationships more likely to be successful than horizontal relationships? Discuss.

***** fact that the majority of supply chains are vertical in design, and that given the ********** in speed, accuracy of information, ***** response times ***** often making the difference in profitability in entire industries, vertical relationships are more critical. What makes supply chains and their vertical relationships so important is the need to have dem***** (or orders) known instantly throughout the ***** chain ***** that each contributing supplier to a product ***** respond and ensure all necessary components come together to deliver the finished product on time to the customer. The concept of the Dem***** Driven Supply Chain (DDSN) origin*****y defined by AMR Research and discussed in an article by Ledyard and Keough (2007, July) illustrate how ***** synchronization of *****s can ***** immediate financial impact on both the suppliers and the manufacturers ***** serve. Nokia's success with