In-Depth Notes on Competitive Market Definition Course - MT2027

Introduction

  • Overview of Competitive Market Definition

  • Presentation by Lecturer Rubén Medina Sánchez, an Industrial Designer and MBA holder.

Course Outline

  • Personal presentations of lecturer and students.

  • Overview of the course structure including modules and assessments.

  • Course topics include Market Diagnosis (Porter’s Five Forces), Customer Insights & Drivers, Strategic Positioning, and final presentations.

Lecturer Profile

  • Rubén Medina Sánchez

    • Background in industrial design and MBA from ITESM.

    • Experience in packaging, furniture design, transportation design, and home appliances.

    • Teaching experience in various institutions and subjects designed for creative problem-solving.

Course Objectives

  • Foster positive learning through shared knowledge and experiences.

  • Maintain a synergy between creativity, reasoning, actions, and ethical values.

  • Influence the construction of a better world through education.

Topics Covered

  1. Market Diagnosis

    • Systematic examination that collects knowledge about organizational reality.

    • Examines internal/external factors affecting marketing performance.

  2. Customer Insights & Drivers

    • Understanding target consumers and segmentation strategies.

    • Identifying drivers behind consumer behavior.

  3. Strategic Positioning

    • Developing sustainable and profitable positioning for companies.

    • Anchoring in a unique value proposition.

Assessments

  • Participation in class activities is crucial for grading.

  • Performance and evidence of achieving competencies will be assessed throughout the course.

Main Assessments Include:

  • Market Diagnosis Project: 10%

  • Customer Insights & Drivers: 10%

  • Final Presentation: 40%

  • Individual and Team Assessments: 20%

Key Analytic Tools

Porter’s Five Forces Analysis

  • Framework for analyzing competitive environment:

    • Rivalry among competitors (number, diversity, market share)

    • Threat of new entrants (barriers, economies of scale, capital requirements)

    • Bargaining power of suppliers (concentration, product uniqueness)

    • Bargaining power of buyers (number of buyers, buyer switching costs)

    • Threat of substitutes (availability, performance of substitutes).

PESTEL Analysis

  • Analyzes external factors affecting business: Political, Economic, Social, Technological, Environmental, Legal.

  • Helps in understanding market dynamics and external pressures on business growth.

SWOT Analysis

  • Evaluates a company’s strengths, weaknesses, opportunities, and threats.

  • Used to strategize based on internal and external environmental factors.

User Personas & Empathy Maps

  • Tools for understanding customers’ motivations and pain points.

  • Assists in designing targeted marketing strategies and products that meet real needs.

Business Portfolio & Strategic Business Units (SBUs)

  • SBUs are distinct units within a company with unique missions.

  • Use tools such as Ansoff's Matrix, BCG Matrix for managing and analyzing portfolio strategies.

Final Notes

  • All course resources (calendar, activities, rubrics) will be available on CANVAS.

  • Students should focus on situational analysis (industry and company) along with practical applications of marketing theories in real business scenarios.