Abstract:
In this case, the student is a senior partner in Corporate Planning Group (CPG), a strategy-consulting firm. The principals of National Systems, Inc. (the company) have retained CPG to develop a 5-year strategic marketing program to (1) strengthen current markets and (2) develop new markets for the company’s line of bar-coding products and services. The objectives for the student are to (1) evaluate the current market dynamics in the context of the position National Systems, Inc. occupies and (2) develop a strategic perspective on how the company can best take advantage of new market opportunities.
Description:
3 Introduction --
4 What is a Bar Code? --
5 Why Do Retailers Require Bar Codes? --
5 Accuracy of Keying In Prices and Product Data --
5 Inventory control and management --
6 Communication --
6 Advertising --
6 Marketing research data --
6 Revenue and profits --
6 Bar Coding in the Wood Products Industry --
7 Bar Coding Technology: National Systems, Inc. --
7 Operations and marketing --
8 History and direction --
8 Management --
8 Description of current products --
9 The current market space --
10 Current Market Position --
10 Industry structure --
11 Niche Market --
11 Current Strategic Environment for National Systems, Inc. --
11 Product-Market Definition --
11 Benefits offered --
11 Customer groups --
11 Substitution-in-use --
11 Business Sector Prospects Analysis --
12 Market Growth Rate --
12 Competitive capability analysis --
12 Competitive Environment --
13 Threat of New Entrants --
13 Bargaining Power of New Suppliers --
13 Threat of Substitute Products or Services --
13 Bargaining Power of Customers --
13 Critical Issues --
13 Demand issues --
14 Desired Future Position --
14 Strategic Advantages --
14 Summary --
15 Questions --
16 Literature Cited
