ENTREPRENEURIAL
MANAGEMENT
MARKET AND
BRANDING
STRATEGY
ISABELA STATE UNIVERSITY - JONES CAMPUS
MARKET AND BRANDING
STRATEGY
ENTREPRENEURIAL
MANAGEMENT
A brand is a set of
expectations that consumers
have when consuming, or
thinking about consuming, a
product or service from a
specific company.
Branding is the process of
brand creation.
BRAND AND BRANDING
PROCESS
MODULE 6
ENTREPRENEURIAL
MANAGEMENT
BRAND AND BRANDING PROCESS
MODULE 6
GO-TO-MARKET
ENTREPRENEURIAL
MANAGEMENT
A go-to-market (GTM) strategy is how a
company brings a product to the
market. It generally includes a business
plan outlining the target audience,
marketing plan, and sales strategy
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CLOSEDLOOP
MARKETI
NG
Closed-loop marketing refers to when marketers
can directly influence the design of the core
product based on market research and feedback
from the market.
ENTREPRENEURIAL
MANAGEMENT
MODULE 6
BRAND
EQUITY
Brand equity is the estimated
value of the premium
customers willing to pay for
using a branded product
compared to unbranded
competitors.
ENTREPRENEURIAL
MANAGEMENT
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CUSTOMER
ACQUISITION
Customer acquisition costs refer to
the overall costs of converting a
prospect into a consumer and
include all marketing and
advertising costs.
ENTREPRENEURIAL
MANAGEMENT
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CONSUMER
RETENTION
Consumer retention costs are
those costs incurred in
convincing an existing
customer to purchase again.
ENTREPRENEURIAL
MANAGEMENT
MODULE 6
ENTREPRENEURIAL
MANAGEMENT
LAW OF ONE PRICE
"Law of One Price" -- With complete price transparency in a perfect
information marketplace, there will be one world price for every product.
It implies that the same goods should sell for the same price in different
countries after making adjustments for the exchange rate between the
two currencies. If the transaction cost are zero, the transaction price of
identical goods should be the same across the region
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ENTREPRENEURIAL
MANAGEMENT
PRICE
DISPERSION
Price dispersion refers to the difference between the highest and
lowest prices in the market.
When a firm faces a mixture of consumers its prices should not be
predictable to rivals.
Predictable head-to-head competition for informed customers is
unprofitable.
Thus firms must run sales so that its prices cannot be forecast by
rivals
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COMPETITOR ANALYSIS
Competitor analysis in
marketing and strategic
management assesses
the strengths and
weaknesses of current
and potential
competitors.
This analysis provides
both an offensive and
defensive strategic
context to identify
opportunities and
threats.
ENTREPRENEURIAL
MANAGEMENT
MODULE 6
ENTREPRENEURIAL
MANAGEMENT
SWOT
ANALYSIS
A SWOT analysis is a compilation of your company's strengths,
weaknesses, opportunities, and threats.
A SWOT analysis's primary objective is to help organizations
develop a full awareness of all the factors involved in making a
business decision.
ENTREPRENEURIAL MANAGEMENT
MODULE 6
SWOT
ANALY
SIS
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ASSIGNMENT
MAKE A SWOT
ANALYSIS AND
ACTION PLAN OF
YOUR PROPOSED
BUSINESS
ENTREPRENEURIAL
MANAGEMENT
MODULE 6
ENTREPRENEURIAL
MANAGEMENT
ASSIGNMENT
MAKE A SWOT ANALYSIS AND ACTION PLAN OF YOUR
PROPOSED BUSINESS
OBJECTIVES ACTIVITIES TIMEFRAME PERSON
MATERIAL
INVOLVED NEEDED
EXPECTED
OUTCOME
To maintain the
strong name
brand
Keeping the
brand stand
from its
competition
To imprive the
marketing skills
To expand core
business
To adapt form
new regulations
Keep brand
Continuous
voice and
visual
advertisements
Marketing team
Budget for
advertisements,
endorsements,
sponsorships