SWOT
strengths, weaknesses, opportunities, threats
PESTLE
trends and government agencies that impact company and industry
5 FORCES
rivalry among existing competitors
STAKEHOLDER MAPPING
identifies, analyzes, and visualizes stakeholders in an organization to understand their influence and interest
PERCEPTUAL MAPPING
used by companies to understand how customers perceive brand and products relative to competitors
ANSOFF
evaluate growth and new market opportunity
market development strategy
new market x current product
market penetration strategy
current market x current product
diversification strategy
new market x new product
product development strategy
current market x new product
BCG
how to allocate resources among products
question mark
high market growth x low market share
star
high market growth x high market share
dog
low market growth x low market share
cash cow
low market growth x high market share
STP
segmentation, targeting, positioning
segmentation
divides the market into distinct groups with shared characteristics
targeting
selects which of those segments to focus on
positioning
defines how a product or brand is perceived in the minds of that audience
marketing
the bridge between business strategy and customer needs
break even (sales)
fixed costs ÷ (price of product - variable costs)
break even (units)
fixed costs ÷ (revenue per unit - variable costs per unit)
skimming
- patented
- high profit margins and return investment
- focus on profit through margin
penetration
- competitive
- low profit margin
- focus on profit through volume
