Team Antara Mukherjee MS12A012 Sameer Arora MS12A073 Shine Nagpal MS12A083 Siddharth Agarwal MS12A086

Strategic Window
Window of opportunity
Fit between requirements of a market competencies of a firm Limited periods Optimum mix of the above a firm competing in that

market is at an optimum. Dynamic approach

New Primary Demand

Original entrant who ploughs new territory adjusting

his approach to emergent needs of market place or new entrant who leapfrogs over the original market leader Examples: Honda Activa capturing the scooty segment Apples venture into mobile phones Renault and Ford venturing into Hatchback SUVs thereby creating new market segment.

New Competing Technology

Sometimes a breakthrough in either product or process technology may remove traditional barriers to entry in an industry and attract a completely new set of competitors.
Examples: Fibre optics completely disrupted the cable and wire market Decline of Photographic film rolls

Market Redefinition
As market evolves, fundamental definition of market

changes. Marketing Systems of products as opposed to individual pieces of equipments are best examples Examples: Integrated Security solutions I-Control Supermarkets entry into retail segments: everything at one place

Channel Change
Changes in the channel of distribution can have far reaching affects

Examples: E-Commerce: Flipkart ITC Toffee: Candyman, creamy lacto, toffichoo Tata Gluco, Tetley, tata salt

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