Cargo Cult

Cargo cult behaviour or science1 is the semblance of doing things right, essentially simply going through the motions, regardless of the merits or probability of the activity engaged in to create or lead to the desired results. 1 “In the South Seas there is a cargo...

SWOT Analysis

What is SWOT Analysis? Any organisation attempting to formulate strategies will do so on the basis of what it is intending to achieve, on its capabilities, and its environment. To evaluate an organisation’s capabilities, it must look inward to identify its strengths...

Competitive Strategy

A Competitive strategy is all about being different. It is the creation of a unique and valuable position in the minds of consumers, a Unique Value Proposition (UVP), involving a different set of activities than those of the competitions’, or, if those activities are...

The 4Cs Marketing Mix

To complete the alphabet soup of Marketing-Mix models we have the 4Cs, with the Cs representing Clients, Costs, Communications, and Convenience: Clients – find what the customer wants and needs. Then create the Solution. Costs – consider all costs in...

The 4As Marketing Mix

According to Sheth and Sisodia1, poor consumer knowledge and poor consumer knowledge management are behind most marketing failures. The authors base their model on the different and distinct roles that consumers play in the marketplace – seeker, buyer, payer,...