Why and how to lead the

market share/market

Presented by Pedro Pico, Samuel Smith, and Daniel Arteaga

 Please don't annotate too much, I I hate
Agenda waiting and there exists better presentations
out there.

Index
01 The importance of market share and market (and
why you should consider having leadership in it)

02 Marketing strategies and changes in market

preferences

03 How innovation, ethics, and culture influence the

market

04 Synopsis/Conclusion
What is market
share/market?

Samuel Smith

"The "Influencer"
But why be In very little words, you are
a leader of a trendsetter, with the
biggest name in the
industry, it's your
this? footsteps to follow.
Weaken
competition
In raising the bar, the
barriers for entry become
more opaque and permit
many less companies
from entering into "your
territory".
Higher profit
Trustworthiness margins
"Put the money where In having highest
your mouth is" serves a s
a way to sum this up. In
quantities available to
your company, you
being a leader you have
a good reputation
present yourself with
to the advantages of
among the market. the economies of scale
(low production costs)
Relationships
In being recognizable, Brand loyalty
you'll have a much One word to describe
easier time appealing to this: think of Apple.
resellers or places that
house goods of many
needs.
 MARKETING STRATEGIES AND CHANGES IN
COSTUMER PREFERENCES
This section examines how marketing
strategies evolve as a response to
changes in customer preferences. A
marketing strategy that is effective today
is not necessarily so tomorrow, due to the
dynamic nature of the external business
environment, a firm’s marketing
strategies need to consider changes in
the external environment, such as the
latest social and economic trends.
 CHANGES IN MARKETING
STRATEGIES
Successful organizations adapt their
marketing strategies in response to
changes in customer preferences and
changes in the industry. For example,
the popularity of mobile technologies
has fuelled the increased use and
reliance on electronic commerce (e-
commerce) and social media
marketing (SMM).
FACTORS THAT CAUSES A FIRM TO CHANGE THEIR
STRATEGIES DUE TO THE COSTUMER
PREFERENCES MAY BE:
Changing level of consumer incomes
The state of technology
The external business environment, such
as the state of the economy
Societal norms, such as ethical business
practices
Changes in fashion and the tastes.
 EXAMPLES OF CHANGES IN
MARKETING STRATEGIES
-Internet technologies have enabled
companies such as Amazon and eBay to
improve their marketing strategies by
focusing more specifically on the needs of
their customers. Algorithms and online
systems enable these companies to
“learn” from shopping habits of their
customers, in order to recommend other
related goods and services that the
customers may be interested in
purchasing.
-An example is Tesla, with its increasingly
popular motor vehicles. With a fast growing
number of drivers who are conscious and
concerned about the environmental impact of
petrol-fuelled cars on the road, Tesla invested
huge amounts of money in electric cars. The
company’s marketing strategy directly
addressed the changing customer preferences
in the car industry – delivering high quality,
well-designed and energy efficient cars that
are fast.
03 How do innovation, ethics, and culture
influence the market

INNOVATION
Can be defined as creating a product that is new, better and of
commercial value
- Pace of innovation is harsh, but create opportunities.
- Successful marketing often relies on the creativity skills and
innovative mindset of marketers
EXAMPLE
KFC teamed up with computer cooling brand Cooler Master to manufacture
the console with some serious gaming specs. The console is capable of running
“the latest titles in stunning 4k, 240fps”. With Asus-powered graphics and an
Intel Nuc 9 chip, it seems the KFConsole is essentially a glorified gaming PC.
Which heats chicken.
03 How do innovation, ethics, and culture
influence the market

ETHICAL
Can be defined as the moral codes of conduct that drive business
behavior.
- An unethical busines is an immoral busines, what gets them a
bad reputation among others.
- The morality and ethics from a business could be subjective
EXAMPLE
Patagonia, an American outdoor clothing company, has used organically
grown cotton for all of its products since switching from pesticide-heavy
cotton crops in 1994. Patagonia altered its entire supply chain to ensure
environmentally friendly, safe working conditions.
03 How do innovation, ethics, and culture
influence the market

Culture
the way things are done here"
- Culture refers to a set of beliefs, attitudes, values, goals,
and practices that characterize an organization
- How budgets are set to which marketing strategies are
executed
- Globalization has helped to raise greater awareness of
EXAMPLE cultural differences
While many McDonald's restaurants around the world serve the signature
burger and their own spins on the Big Mac, many global outposts offer
completely different items. Many are specific to each country's cuisines and
most look far more interesting than items on the American menu.