Not only does it understand the demographics, interests, activities and connections of its user, it also helps generate the traffic based on offers, news and events. This attracts advertisers on a large level and their most convenient option for advertising, nevertheless, is Facebook. Mobile advertising is also another opportunity for Facebook. In December , the daily average users for mobile increased to about 25 percent primarily due to introduction of smart phones and tablets.
Facebook can earn more profits through mobile advertising, availing this growth in the user base of mobile apps. Recently a large number of social sites like Facebook are coming in the front line and have developed strong competition with Facebook.
These social sites are developing tools like Facebook applications to engage the consumers and are becoming successful. In addition to that, there are mobile businesses which can provide audience information like Facebook does and are attracting advertisers too. These apps or mobile businesses can be a huge threat for Facebook too.
Another threat for Facebook is the large number of spammers who make the user experience unattractive and a large number of people may leave Facebook due to their unnecessary display of repetitive information. This is an interesting example of where the company bases its business model upon the ability to be second or third to market. If there is no advantage to being first it to a market, or if the market is new and expanding and has room for many new competitors, then this is a really good business idea.
The clone factory is based upon Rocket Internet and their business strategy for dominance in Germany and other parts of the world. By having a vast portfolio of these types of start-ups, rocket Internet has developed a strategy whereby it will see many of the start-ups becoming successes, whilst others will diminish fadeout. The business model will hopefully deliver successful companies in the long-term.
However, these tech companies which may not see a return for many years to come. However, these will be the new cash cows for investors as these markets mature and as customers are satisfied.
Its chairman, the charismatic and future thinking German entrepreneur Oliver Samwer, find himself continually reasoning and explaining the need to think about the medium to long-term. These new businesses are cutting-edge and pioneering. SWOT analysis is a tool for auditing an organization and its environment. It is the first stage of planning and helps marketers to focus on key issues. SWOT stands for strengths, weaknesses, opportunities, and threats.
Strengths and weaknesses are internal factors. Opportunities and threats are external factors. A strength is a positive internal factor.
A weakness is a negative internal factor. An opportunity is a positive external factor.
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A threat is a negative external factor. We should aim to turn our weaknesses into strengths, and our threats into opportunities. Then finally, SWOT will give managers options to match internal strengths with external opportunities. The main purpose of the analysis has to be to add value to our products and services so that we can recruit new customers, retain loyal customers, and extend products and services to customer segments over the long-term.
Once key issues have been identified with your SWOT analysis, they feed into marketing objectives. So SWOT is a very popular tool with marketing students because it is quick and easy to learn. During the SWOT exercise, list factors in the relevant boxes. A word of caution — it can be very subjective. Do not rely on SWOT too much. Two people rarely come-up with the same final version of SWOT. TOWS analysis is extremely similar. Some of the problems that you may encounter with SWOT are as a result of one of its key benefits i.
Since SWOT analysis can be used in a variety of scenarios, it has to be flexible. However this can lead to a number of anomalies. Having arrived on this page you have probably surfed the Internet and scoured books and journals in search of the history of SWOT Analysis. There are a number of contrasting, if not contradictory views on the origin of SWOT.
Here are a few of the leading thinkers on the topic and if you have more please let us know so that we can add them. There are many marketing definitions. The better definitions are focused upon market orientation and the satisfaction of customer needs. Marketing is the social process by which individuals and organizations obtain what they need and want through creating and exchanging value with others.
The definiton is based upon an a basic marketing exchange process , and recognises the importance of value to the customer. The process by which companies create value for customers and build strong customer relationships in order to capture value from customers in return. Kotler and Armstrong develop their orginal definition to recognise the importance of the longer-term relationship with the customer. Marketing is the management process for identifying, anticipating and satisfying customer requirements profitably. The CIM definition looks not only at identifying customer needs, but also satisfying them short-term and anticipating them in the future long-term retention.
The definition also states the importance of a process of marketing, with marketing objectives and outcomes. CIM is recognised as being one of the most influential marketing bodies in the world. It is the professional body for marketing in the United Kingdom. Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large. Approved October American Marketing Association Board of Directors. Accessed Again, in common with Kotler and Armstrong above, the AMA focuses its definition on value creation and delivery, and the longer-term retained customer.
Baker introduces the elephant in the room. Marketing has always been part of business, and it is a myth that it is purely a contemporary idea. Also see the Philosophy and Theory of Marketing. SMART objectives are simple and quick to learn. The objective is the starting point of the marketing plan. Specific, Measurable, Achievable, Realistic, and Timed. To make Y brand of bottled beer the preferred brand of year old females in North America by February Be careful not to confuse objectives with goals and aims. Goals and aims tend to be more vague and focus on the longer-term.
However, many SMART objectives start off as aims or goals and therefore they are of equal importance. The marketing mix is one of the most famous marketing terms. The marketing mix is the tactical or operational part of a marketing plan. The marketing mix is also called the 4Ps and the 7Ps. The 4Ps are price, place, product and promotion. The services marketing mix is also called the 7Ps and includes the addition of process, people and physical evidence. The marketing mix is.
The set of controllable tactical marketing tools — product, price, place, and promotion — that the firm blends to produce the response it wants in the target market.
The concept is simple. Think about another common mix — a cake mix.
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All cakes contain eggs, milk, flour, and sugar. However, you can alter the final cake by altering the amounts of mix elements contained in it. So for a sweet cake add more sugar! It is the same with the marketing mix. The offer you make to your customer can be altered by varying the mix elements.
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So for a high profile brand, increase the focus on promotion and desensitize the weight given to price. The marketer mixes the prime colours mix elements in different quantities to deliver a particular final colour. Every hand painted picture is original in some way, as is every marketing mix. Click on the links to go to the lesson on each element. There are many ways to price a product. Place is also known as channel, distribution, or intermediary. The Marketing Mix.
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For many a product is simply the tangible, physical item that we buy or sell. You can also think of the product as intangible i. For example, a seed is planted introduction ; it begins to sprout growth ; it shoots out leaves and puts down roots as it becomes an adult maturity ; after a long period as an adult the plant begins to shrink and die out decline. However, CLC focuses upon the creation and delivery of lifetime value to the customer i.
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