Firms and Markets

franck.mathot@altervista.fr UdA - Licence Bilingue Economie-Gestion

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OBJECTIVES

To acquire a basic knowledge about firms and their markets and to expose students to Michael Porter’s 5 forces theory To understand how companies gain and maintain competitive advantages in their market place. To better understand the importance of “market insights” to help decision making by providing a better understanding of the evolutionary environment of the firm on its markets.

Franck Mathot - UdA - Licence Bilingue Economie-Gestion 2

Franck Mathot

Contact:

franck.mathot@atervista.fr www.competitive-intelligence.com

Education

Scuola Scienze Aziendali, Italy 1991 Marketing Ecole Supérieure de Commerce, France 1992 - Finance M.B.A. International Management, USA 1996 Thunderbird, School of Global Management

Intelligence Experience

Navigate International

100+ Competitive Intelligence projects for leading French and international companies CI trainer in MBA, Executive

Professional Experience

Project Manager - Rossignol (Italy) International Marketing Director - Alpha Tools (USA) Sales & Marketing Director - Dynavet (France) Founder and owner of AlterVista since 2005 franck.mathot@altervista.fr

MBA, Mastères’ program (EM Lyon, Ecole Centale Paris, ISTIA Innovation…) Adjunct Faculty, Thunderbird School of Global Management

Director for France at the Institute for Competitive Intelligence (ICI) since 2010

Before the Marketing

Franck Mathot - UdA - Licence Bilingue Economie-Gestion

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The Consumer Buying Process

Personal & Environmental Factors Psychological Personal Social Cultural

Stages of the Consumer Buying Process Problem Problem Recognition Recognition

Need to Need to replace old replace old shoes shoes

Information Information Seeking Seeking

Search for Search for stores, styles, stores, styles, prices, prices, opinions of opinions of others others

Evaluation of Evaluation of Alternatives Alternatives

Which are Which are...