The Company's Position in the Market.

The company's position in the market.

Factors like market share or sales volumen should be analysed , that is to say ,

every aspect which can contribuye to determine the level of of strenght of the

company respecting customers and competitors. It is also to take into account the

following factors:

The company's mission, policies, objectives and resources.

This shows the importance of the values in the foundation of the company, reason

why it will center bound aspects to products and services as well as to marks and

marketing strategies.(Abell, F., Hammond, & S., 1979; Mercer, David, & team.,

1998)

Your competitors marketing strategies.

We should not only "know our company" but also the behavior of the "competitors'

potential and the capacity to add and remove it in products, segments, markets,

distribution channels, etc.. From my point of view one of the clearest indicators that

a company thinks, and it acts with mentality of strategic marketing it is the level of

depth that makes of its competitors. " Victorious warriors win the battle first and

then they go fight… " (Jason, Macdonald, Kent, & Neupert, 2005). To get

knowledge about the purchasing behaviours , motivations and perceptions of those

who are the direct responsible of our products it will also be key when making

WORKING PAPER. JM-A1-2006

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strategic decisions in marketing. They exist multitude of failures in marketing and

more concretely in the formulation and implementation of the strategy due to a lack

of data about the consumers (Faith Popcorn, 1992)

The projected life cycle stage.

The implications of the product life are key when defining the marketing strategy

since they try to foresee (with a certain level of inaccuracy) which will be the

evolution of the sales in the future. Offering a "simile" with the biological cycle of

life. This aspect is also related with the visualization of future behaviors.