Developing Marketing Strategies and Plans Essay

Developing Marketing Strategies and Plans - Essay Example Marketers also need to be careful about their cost structures. Companies that seem to have firm control over their cost especially in relation to industry requirements are the primary competitors. Also, if a company operates in an industrial that is largely international, then chances are that the most competitive companies are the ones who have a well established global markets and they qualify as primary competitors. On the other hand, some companies may be operating in industries with high levels of vertical integration. For instance, a company liaises with its suppliers to create a larger market force. Such companies end up dominating the market and therefore qualify s primary competitors. (Hope, 1997) The automobile industry is affected by cost structure. It can be argued that they spend most of this cost on production and advertising. In the nineties, Honda managed to establish a name for itself especially in the US market because it invested in new technologies. Consequently, its products were superior to those ones offered by other competitors such as Toyota and it became a primary competitor for Toyota. The second approach that companies can use to identify their primary competitors is through marketing. In this approach, companies need to look out for those companies that satisfy the same needs that they do. The current market has changed drastically. Primary competitors are not just those companies offering the exact same things offered by the company; they are firms that can serve similar needs. This approach requires that marketers trace all the captivities involved while using their product and then examine what other firms perform the same... The researcher states that marketers, that are using the industrial outlook need to realize that all companies providing similar products or services fall in the same categories. Marketers need to ask themselves whether their companies represent the monopolistic structure, oligopolistic structure, monopolistic competition structure or pure competition structures since each of these structures will have different primary competitors. The first structure is made up of only one company providing a particular good or service. Such companies may not need marketers as they dominate the market. Oligopolistic structures may have some competitors in the market but they are fe in number. On the other hand, monopolistic competition applies to those who specialize in certain products. This category has to identify their competitors. Lastly, there is the pure competition structure where all competitors offer the same products. The automobile industry, that was discussed as an example in this essa y can be classified under the pure competition sector but there may be instances when it also falls under the monopolistic competition structure. The essay suggests that the competition became a major issue today, that is affecting marketing strategies and companies, that need to be aware of this. Market followers can adopt leaner production strategies and reduce prices of common products. Market challengers can use price, distribution, promotion and product innovation as ways of maintaining competitive advantage.

Comcast Research Paper Example | Topics and Well Written Essays - 750 words

Comcast - Research Paper Example The company’s growth has considerably increased for the last few years. Secondly, DirecTV is a provider of American direct broadcast satellite service in California. The DirecTV’s satellite service was launched in 1994; it engages in the transmission of digital satellite television and audio mainly in the United States and Latin America. DirecTV had 19.2 million subscribers at the end of 2010. The third organization of choice, The Verizon Communications engages in broadband and telecommunications business globally; it is an element of the Dow Jones Industrial Average. Financial position of Comcast While conducting a thorough scrutiny on the financial statements of the Comcast during the past several years, it is clear that the company is rapidly moving towards economic expansion. In 1995, the book value of a company’s share was $8.19 and it reached $15 per share in 2009. It shows that the company could double its price per share during this period of 14 years. An increase in share price is the direct indication of increased market demand for the Comcast’s services. ... It has been identified that Comcast’s net profit margin rose from 4.2% in 1999 to 8.4% in 2009 (Comcast). During this same time span, the firm’s operating margins and return on equity notably improved. Finally, the Comcast’s total selling/general/administrative expenses climbed from $5,075 billion in 2006 to $8,091 billion in 2010 (Comcast). Financial comparison As in the case of Comcast, DirecTV also shows a rampant increase in its total revenues during the last few years. The DirecTV’s total revenue indicates the figure $24,102 billion while it was $21,565 billion in 2009 (DirecTV). In contrast, Verizon’s total revenue faced a decline in 2010; it fell from $107,808 billion in 2009 to $106,565 billion in 2010. As a result, the Verizon also faced a decline in net profit by $2345 billion (Verizon). The Verizon’s financial statement reflects that its economical position is not satisfactory. The company’s net income gradually diminished a nd the Verizon even suffered a net a loss by $2,193 billion in 2008. The poor financial performance of the Verizon Communication in 2008 can be directly attributed to its increased total of selling/general/administrative expenses ($41,517 billion) (Verizon). On the other hand, it seems that the DirecTV reflects a better financial performance during the past several years except in 2009. The DirecTV’s net incomes were $1,420; $1,451; $1,521; $942; and $2,198 billions respectively in 2006, 2007, 2008, 2009, and 2010. Although, the DirecTV struggled with $942 billion net income in 2009, it could effectively resurrect in 2010 by increasing the net income by $1,256 billion (DirecTV). Evidently differences exist in the financial statement composition of these three