The core concepts of marketing strategy.


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Industry competition and threat of substitutes: Porter’s five forces

All companies within an industry compete with industries that produce substitute products and services.


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SWOT analysis: A framework to develop strategic marketing and business goals

A SWOT analysis examines a company’s strengths, weaknesses, opportunities and threats.

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The marketing mix in marketing strategy: Product, price, place and promotion

The marketing mix consists of a set of tactical tools that a company uses to influence demand for its product.


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Tech products: Pricing and the marketing mix

Pricing can help your company to achieve profitability, support product positioning, and complement your marketing mix.

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Marketing strategy for startup success

Identifying and understanding the initial target customer is a key to success for startup companies.


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Bargaining Power of Buyers: Porter’s Five Forces Analysis

Buyers use bargaining power to force price reductions, demand better quality and increase competition.

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Industry rivalry and competition: Porter’s five forces

Industry rivalry describes competition among existing firms, and can lead to reduced profits for companies.


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Environmental analysis (or PEST)—an element of your startup’s strategic plan

An environmental, or PEST, analysis categorizes the changes and forces that affect your business, either directly or indirectly, through your customers, suppliers and competitors.

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Industry analysis and competition: Porter’s five forces

Industry analysis examines the five forces that collectively determine the profit potential of an industry.