Functional Marketing Strategy

This module worked out marketing tools stages "choice values" - segmentation, targeting, positioning. The module will provide answers to three main questions: "Who are your customers?", "How to determine the value of customers for your business?", "What is the value you have to offer to consumers, so they choose you instead of your competitors?" Participants will become familiar with the new advanced technology of description client profile – “Map of Empathy” and learn to make it. On a practical example, participants will learn methods of calculating capacity segment and select the most advantageous. As well as learn about the principles of identification in positioning of the typical errors of positioning and effective ideas. Participants will learn how to determine the relevant criteria for segmentation; up the portrait of the company client; to determine its strategic groups; to carry out a structural analysis of the market; to assess the company as a portfolio of resources.