Title: The market driven approach Delivery mode: Download PDF
This module forms part of: Professional Diploma in Sales & Marketing
Description: This unit describes how a market-driven approach should be at the heart of corporate strategy in today’s highly competitive, global business environment. For organisations to sustain competitive advantage, the needs and wants of the customer (and potential customer) must take central stage, and drive strategic decisions. We consider how marketing impacts corporate planning, and we contrast the portfolio management and core competency approaches. We look at the importance of developing and leveraging synergy in the offerings we bring to market. We also examine the global dimensions of marketing, and how sales and marketing strategies must balance the push for localisation against the drive for global convergence. Issues such as countries' attractiveness and market entry strategies will be considered. Finally we look at strategic market focus, and how to develop an organisational culture that supports a market-driven approach.
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