Samenvatting
Summary + class notes and articles of Marketing Strategy (2024/2025)
- Instelling
- Vrije Universiteit Amsterdam (VU)
Summary of classes + notes and the articles from the course Marketing Strategy
[Meer zien]Voorbeeld 4 van de 152 pagina's
Voorbeeld 4 van de 152 pagina's
In winkelwagengesponsord bericht van onze partner
Verkoper
Volgen
Voorbeeld van de inhoud
InhoudsopgaveThe vegetarian butcher (guest lecture) ........................................................................................... 3
Chapter 1: What the hell is marketing strategy? ............................................................................. 5
Part 1: What is strategy? ...................................................................................................................5
Part 2: What is marketing? .............................................................................................................. 15
Part 3: What is marketing strategy? ................................................................................................. 27
Knowledge clips chapter 2 ...........................................................................................................29
Knowledge clip 2.1 – The playing field (Part 1)................................................................................... 29
Knowledge clip 2.2 – The playing field (Part 2)................................................................................... 33
Articles chapter 2 ........................................................................................................................42
Steiner et al. (2014) - Platform Adoption in System Markets: The Roles of Preference Heterogeneity and
Consumer Expectations ................................................................................................................. 42
Chapter 2: The Playing Field .........................................................................................................44
Knowledge clips chapter 3 ...........................................................................................................54
Knowledge clip 3.1 – Price Leadership ............................................................................................. 54
Knowledge clip 3.2 – Price Leadership ............................................................................................. 60
Knowledge clip 3.3 – Quality Leadership .......................................................................................... 68
Knowledge clip 3.4 – Quality Leadership .......................................................................................... 71
Knowledge clip 3.5 – Hybrid Strategies ............................................................................................ 74
Knowledge clip 3.6 – Time Leadership ............................................................................................. 76
Knowledge clip 3.7 – Time Leadership ............................................................................................. 80
Knowledge clip 3.8 – Time Leadership ............................................................................................. 83
Knowledge clip 3.9 – Value Proposition ............................................................................................ 85
Articles chapter 3 ........................................................................................................................91
Ritson (2024) - Copy KitKat on your quest for ‘double D marketing’ .................................................... 91
Siebert et al. (2022) - Customer Experience Journeys: Loyalty Loops Versus Involvement Spirals ........ 92
Hingston et al. (2018) - Why Consumers Don’t See the Benefits of Genetically Modified Foods, and
What Marketers Can Do About It ..................................................................................................... 94
Hamilton and Chernev (2013) - Low Prices Are Just the Beginning: Price Image in Retail Management 97
Chapter 3: The behavior of the players ..........................................................................................99
Calyx and Corolla: Market Analysis and Business Development .................................................. 104
Knowledge clips chapter 4 ......................................................................................................... 109
Knowledge clip 4.1 – Deontology and utilitarianism ........................................................................ 109
Knowledge clip 4.2 – Ethics and morality ....................................................................................... 111
, Knowledge clip 4.3 – Shareholder and stakeholder theory .............................................................. 113
Articles chapter 4 ...................................................................................................................... 116
Sandel (2013) - Market Reasoning as Moral Reasoning: Why Economists Should Re-engage with
Political Philosophy ...................................................................................................................... 116
Chaput and Paulsson (2023) - Bypassing the animal: Plant-based meat and the communicative
constitution of a moral market ...................................................................................................... 120
Chapter 4: Ethics in marketing.................................................................................................... 124
Tutorial Krijn Turkenburg 27-11 ................................................................................................... 136
Knowledge clips chapter 5 ......................................................................................................... 137
Knowledge clip 5 - The rules of the game ....................................................................................... 137
Articles chapter 5 & 6 ................................................................................................................. 139
McGrath (2013) – Transient Advantage........................................................................................... 139
Chapter 6 .................................................................................................................................. 141
Death to sustainable competitive advantage? ................................................................................ 141
Changing the playing field............................................................................................................. 143
Changing behavior ....................................................................................................................... 146
Changing rules ............................................................................................................................ 148
Exam prep ................................................................................................................................. 150
How to study ............................................................................................................................... 150
Example exam questions.............................................................................................................. 151
,The vegetarian butcher (guest lecture)
Urgency plant-based food transition
→ feeding a world with 10 billion people in 2058
→ meat consumption doubled in past 25 years
What is the most efficient thing to invest in, to cut emissions
- Plant-based proteins
Brand
Mission: to become the biggest butcher in the world by making plant-based meat
Philosophy: sacrifice nothing
Journey
- Built via PR and socials
o By tapping into current affairs
o Creating rumor around our product names (big PR with Maradonnie)
o Invite people to join the food revolution on social and in our campaigns
- Present in many markets (restaurants, on the go, sport clubs, supermarkets,
Hello fresh, dominos, subway
- Only convince people when the taste is super good → rewards
- Future goal is fully vegan, not changing name into vegan because ‘plant based’
works the best → biggest market potential
Case: at the vegetarian butcher we want to grow the meat replacement category
Question: why do we want to grow the category and not just our band sales?
Purpose: unleashing a food revolution which in turn unleashes all the animals from the
chain
Two options:
- Market maker
- Market share taker
How can we grow the category?
First let’s have a look at how you can calculate category size
→ How many people X how many products X how much spend
1. More users (penetration)
2. More frequent (let current buyers buy your product more often)
3. More benefits/spend (convince up trade)
Help the vegetarian butcher to grow the meat replacement category in retail
channel
→ Choose one of the three ways to grow the category
1. More users
2. More usage
3. More benefit/ spend
, Create a marketing strategy plan to reach your objective which helps us to release
more animals from the food chain
- What are the levers to reach your objective?
o Who is your target consumer?
o What type of products will you focus on
o What usage occasions will you focus on
o What type of marketing support activities will help in reaching your goal
Voordelen van het kopen van samenvattingen bij Stuvia op een rij:
Verzekerd van kwaliteit door reviews
Stuvia-klanten hebben meer dan 700.000 samenvattingen beoordeeld. Zo weet je zeker dat je de beste documenten koopt!
Snel en makkelijk kopen
Je betaalt supersnel en eenmalig met iDeal, creditcard of Stuvia-tegoed voor de samenvatting. Zonder lidmaatschap.
Focus op de essentie
Samenvattingen worden geschreven voor en door anderen. Daarom zijn de samenvattingen altijd betrouwbaar en actueel. Zo kom je snel tot de kern!
Veelgestelde vragen
Wat krijg ik als ik dit document koop?
Je krijgt een PDF, die direct beschikbaar is na je aankoop. Het gekochte document is altijd, overal en oneindig toegankelijk via je profiel.
Tevredenheidsgarantie: hoe werkt dat?
Onze tevredenheidsgarantie zorgt ervoor dat je altijd een studiedocument vindt dat goed bij je past. Je vult een formulier in en onze klantenservice regelt de rest.
Van wie koop ik deze samenvatting?
Stuvia is een marktplaats, je koop dit document dus niet van ons, maar van verkoper marijn_smit. Stuvia faciliteert de betaling aan de verkoper.
Zit ik meteen vast aan een abonnement?
Nee, je koopt alleen deze samenvatting voor €11,49. Je zit daarna nergens aan vast.
Is Stuvia te vertrouwen?
4,6 sterren op Google & Trustpilot (+1000 reviews)
Afgelopen 30 dagen zijn er 48298 samenvattingen verkocht
Opgericht in 2010, al 15 jaar dé plek om samenvattingen te kopen