Summary of Content: 1.Describe each of the 4 P’s in for your company. 2. Give some why’s for each of your 4 P’s in the context of the Boston Consulting Group matrix 3. Finally list some of the major competitors and describe the 4 P’s for one of your competitors. 4. EXECUTIVE SUMMARY-LAST THING YOU WRITE, BUT FIRST IN THE PAPER – 1 TO 2 PAGES. 1. DESCRIBE YOUR 4 P’s–WHAT DO YOU DO PRODUCT • Competition • Major customers-market segment • What is the compelling value proposition for your customers • Where are you on the product life cycle-are there “chasm” issues? Note this may have some overlap with 2b.You only need to describe once, not necessary to repeat. PRICING ???????????????????????? How do you price? o Customer perceived value o Going rate o Cost plus o Other PLACEMENT • Are your distribution channels changing? • Is the internet making a major impact? PROMOTION • Marketing communications mix • How do you differ between Push vs. pull • What % of sales do you spend for Marketing communications-give an estimate if not available? •Are you using the internet for marketing/promotion 2. WHY HAVE YOU CHOSEN THESE 4 P STRATEGIC— 2a. BOSTON CONSULTING GROUP STRATEGIC ISSUES: • Market growth • Market share • What does this all mean for your company/business unit? • What does this mean for your 4 P’s? 3. WHAT ARE THE 4P’s FOR YOUR MA?????????????????????JOR COMPETITOR? • Are they different-the same – why?
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