Marketing Management

Environmental scanning

Organizations are the creatures of the environment. Environmental forces such as demographic, economic, social-cultural, technological and political-legal affect organization and consumer behavior, and open up new opportunities for new companies. This could represent threats to the existing companies if they don’t adapt or opportunities if they make informed decisions. And therefore environmental scanning plays key role in bringing information about the external environment to the attention of decision-makers in order that they can make better informed decisions.

Competitive advantage

Competitive advantage is considered as customer advantage, which can derive from quality, service, innovation, differentiation communication mix and customer loyalty. All these dimensions can be changed in the external marketing environment and thus affected the competition landscape.

The tangible core has to be put in the perspective of a brand. It needs to include the expected elements such as packaging, labelling, attributes and conditions. To argument the offerings to enhance the value, varying features, designs, performances features and customization can be integrated. For example, China’s wealthy population has made the luxury sector thrive. And the new wealthy people are looking for the offerings that could boost their self-image. If the compan

Product benefits

As customers has adopted customer-centric view and with intensifying competition, added value service and improving quality is the key to competitive success. Product-support service is becoming a major battleground for competitive advantage. Value-augmenting services that extend beyond he functioning and performance of the product itself contributes to improved perceived value.