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This Presentation will reflect the different aspects of Marketing Management that were covered in the Internship under able guidance by Prof. Sameer Mathur
Step 1Analysing the Threat
Immediate Threat
Launch FREE Product
Immediately
Business Model Threat
Change Business Model
Delayed Threat
Coexist or Delay Launch of
Free Product
Minor Threat
Monitor Situation
DEFECTION RATE
HIGHMore than5% a Year
Less than5% a YearLOW
LOWLess than40% a Year
HIGHMore than40% a Year
GROWTH RATE
THREAT Assessment Model
Companies that PREVAILED
Intuit responded by PURCHASING the rival Yahoo responded by
EXCEEDING the
free storage offer
Companies that IGNORED THREAT
All European Airlines IGNORED
providing DEEP DISCOUNTEDTickets
Sirius XM IGNORED
providing FREEOver the internet Radio
BUNDLE
INDIA has large number of companies adopting this strategy
Offering FREE service or product withPAID service
5 Situations to consider
Product’s Stage in Life Cycle
Company’s Portfolio
Competitor’s intentions and Resources
Behaviour of COST with VOLUME
Company’s Alternate Opportunities
ISSUES to Review
POSSIBLE ANSWERS
Why did Competitor Change Price ?
To Steal Market Utilize access to capacity Meet changing costs To lead Industry-wide pricing
Other ISSUES to Review
Is Change TEMPORARY or PERMANENT ??
If NOT RESPONDEDWhat will happen to Market Share ??
What will be competitor’s action to our reaction ??
features
Instant Messaging
Skype video calling
Calling mobiles and landlines
Participating in group calls.
Step 1 Analysing the Threat
Immediate Threat
Launch FREE Product
Immediately
Business Model Threat
Change Business Model
Delayed Threat
Coexist or Delay Launch of
Free Product
Minor Threat
Monitor Situation
DEFECTION RATE
HIGHMore than5% a Year
Less than5% a YearLOW
LOWLess than40% a Year
HIGHMore than40% a Year
GROWTH RATE
THREAT Assessment Model
This situation lies in this category
CHARGE THIRD PARTY
Can Charge Advertising Companies And In Exchange provide the customers with DISCOUNTED CALL RATES
Solution 1
Solution 2
UP SELL
Can start Premium Services that will Provide better services like FAST CALLINGSPEEDY MESSAGING WITHOUT INTERNETSERVICES RELEVANT TO THE CUSTOMER
Solution 4
In INDIA Internet Speed is NOT THAT GOOD
Can start the video calling service at less cost
which isBUFFER FREE