From the course: Marketing Foundations
Join today to access over 24,000 courses taught by industry experts.
Investigating your organization and your competition
From the course: Marketing Foundations
Investigating your organization and your competition
- Why is it that Unilever, Apple, BMW and Coca-Cola have built successful long-lasting brands but Zion, Segway and Nokia smartphones have not? Is there a winning formula to sustaining marketing success? There is. Winning marketing strategies combine ambition and realism. Before you develop a brand promise and commercial goals, you need to understand the skills and resources you have relative to the other competitors in the category. You may think your organization is skilled at software development, but should it compete in the customer relationship management category against salesforce.com, SAP and Oracle? Building a valuable brand that can sustain success over time requires connecting your brand strategy to the core competence of your organization. A core competence is a set of distinctive skills that are unique in the category, that are difficult for competitors to imitate, and which can lead to differentiated brand…
Practice while you learn with exercise files
Download the files the instructor uses to teach the course. Follow along and learn by watching, listening and practicing.
Download courses and learn on the go
Watch courses on your mobile device without an internet connection. Download courses using your iOS or Android LinkedIn Learning app.