Strategic Marketing Planning

Question 1

Fives Forces Model (Porter)

Answer 1

Competitive Rivalry (like U2 and AF on Paris-TLS)
Horizontal
	Treat of substitues (like the train)
	Treat of new entrants
Vertical
	Power of supplier
	Power of customers

Question 2

Competition avoidance theory (Porter)

Answer 2

First dimension
	Cost Leader
		Lowest cost
	Differentiator
		Price premium with added customer value (USP)
Second dimension
	Scope
	Focus
		Niche market

Question 3

Ansoff’s matrix

Answer 3

Market penetration (Present Product / Present Market)
Market development (Present Product / New market)
Product development
Diversification