Michael Porter(1947-) the Harvard business school professor was conducting research about the competitiveness in different industries during the 70s of the last century when he came up with a new model to understand the attractiveness and potential profitability of a marketplace by analyzing the competition and the rivalry thought five different factors. that’s the ” … Continue reading Porter’s five forces model.
Knowing the customers’ purchasing behavior as closely as possible and understanding the underlying reasons for their purchases is one of the most important objectives all marketers work on achieving. Because this would make it possible to orient consumer purchases in the direction desired by the company. The study of consumer behavior therefore aims to help the … Continue reading Consumer behavior and the decision-making process .
S.W.O.T (stands for Strengths, weaknesses, opportunities, threats) analysis is a business strategy tool that helps determining the options offered in a certain area of activity. It’s a very practical and useful tool during the strategic diagnostic phase. It has the advantage of summarizing the strengths and weaknesses of a company as well as the opportunities … Continue reading S.W.O.T analysis and its importance in marketing.
A business’s offer cannot satisfy the entire market. Not all people like the same things and have the same interests and preferences. It is therefore necessary to segment the market. What does market segmentation mean ? Market Segmentation involves identifying distinct groups of customers who will react in the same way to the company’s offering. … Continue reading Market segmentation
In today’s globalized world going international and investing in different countries is such a priority for most companies. To seize the opportunities this globalization offers, businesses need to adapt their marketing strategies to the global market, this is where global marketing emerges. Global (or international) marketing: promoting a brand in several countries outside the local … Continue reading Global marketing and its challenges.
In early 20th century the brothers André and Edward Michelin, the founders of the french company Michelin (a world leader in tire manufacturing), were struggling to find a way to increase their sales. In that time there were fewer than 3000 cars in whole Paris, the car was such a modern sophisticated invention that not … Continue reading Content Marketing
You are starting a business and you want to promote it and get people to know about your product/service ?You definitely need a marketing strategy! What does a marketing strategy mean?A marketing strategy is a group of techniques that allow your organization to direct its resources to the opportunities on the market by reaching prospective … Continue reading What makes a good marketing strategy?