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Analysis of Marketing chapter 2
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Transcript of Analysis of Marketing chapter 2
7242019 Analysis of Marketing chapter 2
httpslidepdfcomreaderfullanalysis-of-marketing-chapter-2 117
1-1
7242019 Analysis of Marketing chapter 2
httpslidepdfcomreaderfullanalysis-of-marketing-chapter-2 217
1-2
Marketing Strategy
7242019 Analysis of Marketing chapter 2
httpslidepdfcomreaderfullanalysis-of-marketing-chapter-2 317
3
MARKETING STRATEGY -
INTRODUCTION
At the end of this module the learning
outcomes are
1 Concepts of corporate and marketing
strategy
2 Importance of marketing strategy
3 Scope and activities of marketing strategy
7242019 Analysis of Marketing chapter 2
httpslidepdfcomreaderfullanalysis-of-marketing-chapter-2 417
SUGGESTED READINGS
1 Strategic Marketing
by
Davi Craven
Cater 1 t$
amp Strategic Marketingby
i($n ) Gi((iganCater 1 an amp
7242019 Analysis of Marketing chapter 2
httpslidepdfcomreaderfullanalysis-of-marketing-chapter-2 517
1-
7242019 Analysis of Marketing chapter 2
httpslidepdfcomreaderfullanalysis-of-marketing-chapter-2 617
our ansers$
1-
7242019 Analysis of Marketing chapter 2
httpslidepdfcomreaderfullanalysis-of-marketing-chapter-2 717
ampo again hat is marketing(
1-)
7242019 Analysis of Marketing chapter 2
httpslidepdfcomreaderfullanalysis-of-marketing-chapter-2 817
So arketing is $
1-+
7242019 Analysis of Marketing chapter 2
httpslidepdfcomreaderfullanalysis-of-marketing-chapter-2 917
WHAT IS BUSINESS
STRATEGY
7242019 Analysis of Marketing chapter 2
httpslidepdfcomreaderfullanalysis-of-marketing-chapter-2 10171
WHAT IS BUSINESS STRATEGY
7242019 Analysis of Marketing chapter 2
httpslidepdfcomreaderfullanalysis-of-marketing-chapter-2 111711
In other words
Strategy is the means an organiation uses toachieve its o0ectives
Strategy implements managements concept of
usiness scope ission
40ectives
anagements skills and vision in addressingthese issues are critical to performance of the
corporation
L trsquo t d th M k ti
7242019 Analysis of Marketing chapter 2
httpslidepdfcomreaderfullanalysis-of-marketing-chapter-2 12171-12
Letrsquos study the MarketingStrategy of
7242019 Analysis of Marketing chapter 2
httpslidepdfcomreaderfullanalysis-of-marketing-chapter-2 131713
Steps we learnt from Unilever
5hat type of 0usiness should e 0e in(
5hich market segments to attack(
5hat time frame(
Should e 0e market leaders(
ass markets versus niche markets( If e have many 0usinesses ho should resources 0e
allocated(
4f the various alternatives hich ill produce the greatestreturns(
Many more issues confront an organization6
7242019 Analysis of Marketing chapter 2
httpslidepdfcomreaderfullanalysis-of-marketing-chapter-2 14171
LEFT-HANDED AND RIGHT-
HANDED ORGANIZATION
LEFT-HANDED
7inancially driven
8lanning of e9penses de0t sales
5hen sales slip tendency to cut e9penses to
0oost profits
ypically ith ritish and S organiations
7242019 Analysis of Marketing chapter 2
httpslidepdfcomreaderfullanalysis-of-marketing-chapter-2 15171
LEFT-HANDED AND RIGHT-
HANDED ORGANIZATION
RIGHT-HANDED
arket-driven organiations
8rimary o0ective of satisfying customers
usiness decisions flo 0ack from an
understanding of customer rather than from a
financial reltuirement ypically ith =apanese organiations
Increasing shift toards right-handed approach
7242019 Analysis of Marketing chapter 2
httpslidepdfcomreaderfullanalysis-of-marketing-chapter-2 1617
Rec$ene te+t Strategic Market Manageent t e by Davi A Aaker b(ie by
i(ey
0aine 2i(( 3amp4456 Marketing O+7$r 38it $n(ine c$ntent6 0raingt$n ) 9ettitt 3amp4456 9rinci(e $7 Marketing 9rentice a(( 3t
E6 $ve($cklt Clt irt=lt gt Service Marketing 3t Eiti$n6 9ear$n 9rentice
a(( 9a(erlt A 9rinci(e $7 Service arketing 3t Eiti$n6 McGra8 i(( i($nlt A 3amp4456lt Service Marketinglt McGra8 i((lt Er$ean Eiti$n Ka7erer )0atienlt Te +ry Strategy K$ganlt amp414 Ke((erlt K Strategic 0ran Manageent 3r Eiti$n6 9ear$n Ka7ererlt gt Te Ne8 Strategic 0ran anageent 3t Eiti$n6 K$gan
9age
inc$(n )T$aenlt 9rivate abe(lt K$gan 9age amp44 MarketingManageent
Marketing Manageent B M((inlt a(ker lt 0$y lt McGra8 i(( 3t
Eiti$n6lt 0ine Strategy 3genera(6 gt$n$n ittingt$n ) Sc$(elt Grantlt E+($ring C$r$rate Strategy 3a((
eiti$n6
7242019 Analysis of Marketing chapter 2
httpslidepdfcomreaderfullanalysis-of-marketing-chapter-2 1717
Ne+t C(a
Get the recommended Tet
Get all the class necessities
isit We$ portal to download lectres
amp notes
or (eries) ll+rivi-ahoocom
7242019 Analysis of Marketing chapter 2
httpslidepdfcomreaderfullanalysis-of-marketing-chapter-2 217
1-2
Marketing Strategy
7242019 Analysis of Marketing chapter 2
httpslidepdfcomreaderfullanalysis-of-marketing-chapter-2 317
3
MARKETING STRATEGY -
INTRODUCTION
At the end of this module the learning
outcomes are
1 Concepts of corporate and marketing
strategy
2 Importance of marketing strategy
3 Scope and activities of marketing strategy
7242019 Analysis of Marketing chapter 2
httpslidepdfcomreaderfullanalysis-of-marketing-chapter-2 417
SUGGESTED READINGS
1 Strategic Marketing
by
Davi Craven
Cater 1 t$
amp Strategic Marketingby
i($n ) Gi((iganCater 1 an amp
7242019 Analysis of Marketing chapter 2
httpslidepdfcomreaderfullanalysis-of-marketing-chapter-2 517
1-
7242019 Analysis of Marketing chapter 2
httpslidepdfcomreaderfullanalysis-of-marketing-chapter-2 617
our ansers$
1-
7242019 Analysis of Marketing chapter 2
httpslidepdfcomreaderfullanalysis-of-marketing-chapter-2 717
ampo again hat is marketing(
1-)
7242019 Analysis of Marketing chapter 2
httpslidepdfcomreaderfullanalysis-of-marketing-chapter-2 817
So arketing is $
1-+
7242019 Analysis of Marketing chapter 2
httpslidepdfcomreaderfullanalysis-of-marketing-chapter-2 917
WHAT IS BUSINESS
STRATEGY
7242019 Analysis of Marketing chapter 2
httpslidepdfcomreaderfullanalysis-of-marketing-chapter-2 10171
WHAT IS BUSINESS STRATEGY
7242019 Analysis of Marketing chapter 2
httpslidepdfcomreaderfullanalysis-of-marketing-chapter-2 111711
In other words
Strategy is the means an organiation uses toachieve its o0ectives
Strategy implements managements concept of
usiness scope ission
40ectives
anagements skills and vision in addressingthese issues are critical to performance of the
corporation
L trsquo t d th M k ti
7242019 Analysis of Marketing chapter 2
httpslidepdfcomreaderfullanalysis-of-marketing-chapter-2 12171-12
Letrsquos study the MarketingStrategy of
7242019 Analysis of Marketing chapter 2
httpslidepdfcomreaderfullanalysis-of-marketing-chapter-2 131713
Steps we learnt from Unilever
5hat type of 0usiness should e 0e in(
5hich market segments to attack(
5hat time frame(
Should e 0e market leaders(
ass markets versus niche markets( If e have many 0usinesses ho should resources 0e
allocated(
4f the various alternatives hich ill produce the greatestreturns(
Many more issues confront an organization6
7242019 Analysis of Marketing chapter 2
httpslidepdfcomreaderfullanalysis-of-marketing-chapter-2 14171
LEFT-HANDED AND RIGHT-
HANDED ORGANIZATION
LEFT-HANDED
7inancially driven
8lanning of e9penses de0t sales
5hen sales slip tendency to cut e9penses to
0oost profits
ypically ith ritish and S organiations
7242019 Analysis of Marketing chapter 2
httpslidepdfcomreaderfullanalysis-of-marketing-chapter-2 15171
LEFT-HANDED AND RIGHT-
HANDED ORGANIZATION
RIGHT-HANDED
arket-driven organiations
8rimary o0ective of satisfying customers
usiness decisions flo 0ack from an
understanding of customer rather than from a
financial reltuirement ypically ith =apanese organiations
Increasing shift toards right-handed approach
7242019 Analysis of Marketing chapter 2
httpslidepdfcomreaderfullanalysis-of-marketing-chapter-2 1617
Rec$ene te+t Strategic Market Manageent t e by Davi A Aaker b(ie by
i(ey
0aine 2i(( 3amp4456 Marketing O+7$r 38it $n(ine c$ntent6 0raingt$n ) 9ettitt 3amp4456 9rinci(e $7 Marketing 9rentice a(( 3t
E6 $ve($cklt Clt irt=lt gt Service Marketing 3t Eiti$n6 9ear$n 9rentice
a(( 9a(erlt A 9rinci(e $7 Service arketing 3t Eiti$n6 McGra8 i(( i($nlt A 3amp4456lt Service Marketinglt McGra8 i((lt Er$ean Eiti$n Ka7erer )0atienlt Te +ry Strategy K$ganlt amp414 Ke((erlt K Strategic 0ran Manageent 3r Eiti$n6 9ear$n Ka7ererlt gt Te Ne8 Strategic 0ran anageent 3t Eiti$n6 K$gan
9age
inc$(n )T$aenlt 9rivate abe(lt K$gan 9age amp44 MarketingManageent
Marketing Manageent B M((inlt a(ker lt 0$y lt McGra8 i(( 3t
Eiti$n6lt 0ine Strategy 3genera(6 gt$n$n ittingt$n ) Sc$(elt Grantlt E+($ring C$r$rate Strategy 3a((
eiti$n6
7242019 Analysis of Marketing chapter 2
httpslidepdfcomreaderfullanalysis-of-marketing-chapter-2 1717
Ne+t C(a
Get the recommended Tet
Get all the class necessities
isit We$ portal to download lectres
amp notes
or (eries) ll+rivi-ahoocom
7242019 Analysis of Marketing chapter 2
httpslidepdfcomreaderfullanalysis-of-marketing-chapter-2 317
3
MARKETING STRATEGY -
INTRODUCTION
At the end of this module the learning
outcomes are
1 Concepts of corporate and marketing
strategy
2 Importance of marketing strategy
3 Scope and activities of marketing strategy
7242019 Analysis of Marketing chapter 2
httpslidepdfcomreaderfullanalysis-of-marketing-chapter-2 417
SUGGESTED READINGS
1 Strategic Marketing
by
Davi Craven
Cater 1 t$
amp Strategic Marketingby
i($n ) Gi((iganCater 1 an amp
7242019 Analysis of Marketing chapter 2
httpslidepdfcomreaderfullanalysis-of-marketing-chapter-2 517
1-
7242019 Analysis of Marketing chapter 2
httpslidepdfcomreaderfullanalysis-of-marketing-chapter-2 617
our ansers$
1-
7242019 Analysis of Marketing chapter 2
httpslidepdfcomreaderfullanalysis-of-marketing-chapter-2 717
ampo again hat is marketing(
1-)
7242019 Analysis of Marketing chapter 2
httpslidepdfcomreaderfullanalysis-of-marketing-chapter-2 817
So arketing is $
1-+
7242019 Analysis of Marketing chapter 2
httpslidepdfcomreaderfullanalysis-of-marketing-chapter-2 917
WHAT IS BUSINESS
STRATEGY
7242019 Analysis of Marketing chapter 2
httpslidepdfcomreaderfullanalysis-of-marketing-chapter-2 10171
WHAT IS BUSINESS STRATEGY
7242019 Analysis of Marketing chapter 2
httpslidepdfcomreaderfullanalysis-of-marketing-chapter-2 111711
In other words
Strategy is the means an organiation uses toachieve its o0ectives
Strategy implements managements concept of
usiness scope ission
40ectives
anagements skills and vision in addressingthese issues are critical to performance of the
corporation
L trsquo t d th M k ti
7242019 Analysis of Marketing chapter 2
httpslidepdfcomreaderfullanalysis-of-marketing-chapter-2 12171-12
Letrsquos study the MarketingStrategy of
7242019 Analysis of Marketing chapter 2
httpslidepdfcomreaderfullanalysis-of-marketing-chapter-2 131713
Steps we learnt from Unilever
5hat type of 0usiness should e 0e in(
5hich market segments to attack(
5hat time frame(
Should e 0e market leaders(
ass markets versus niche markets( If e have many 0usinesses ho should resources 0e
allocated(
4f the various alternatives hich ill produce the greatestreturns(
Many more issues confront an organization6
7242019 Analysis of Marketing chapter 2
httpslidepdfcomreaderfullanalysis-of-marketing-chapter-2 14171
LEFT-HANDED AND RIGHT-
HANDED ORGANIZATION
LEFT-HANDED
7inancially driven
8lanning of e9penses de0t sales
5hen sales slip tendency to cut e9penses to
0oost profits
ypically ith ritish and S organiations
7242019 Analysis of Marketing chapter 2
httpslidepdfcomreaderfullanalysis-of-marketing-chapter-2 15171
LEFT-HANDED AND RIGHT-
HANDED ORGANIZATION
RIGHT-HANDED
arket-driven organiations
8rimary o0ective of satisfying customers
usiness decisions flo 0ack from an
understanding of customer rather than from a
financial reltuirement ypically ith =apanese organiations
Increasing shift toards right-handed approach
7242019 Analysis of Marketing chapter 2
httpslidepdfcomreaderfullanalysis-of-marketing-chapter-2 1617
Rec$ene te+t Strategic Market Manageent t e by Davi A Aaker b(ie by
i(ey
0aine 2i(( 3amp4456 Marketing O+7$r 38it $n(ine c$ntent6 0raingt$n ) 9ettitt 3amp4456 9rinci(e $7 Marketing 9rentice a(( 3t
E6 $ve($cklt Clt irt=lt gt Service Marketing 3t Eiti$n6 9ear$n 9rentice
a(( 9a(erlt A 9rinci(e $7 Service arketing 3t Eiti$n6 McGra8 i(( i($nlt A 3amp4456lt Service Marketinglt McGra8 i((lt Er$ean Eiti$n Ka7erer )0atienlt Te +ry Strategy K$ganlt amp414 Ke((erlt K Strategic 0ran Manageent 3r Eiti$n6 9ear$n Ka7ererlt gt Te Ne8 Strategic 0ran anageent 3t Eiti$n6 K$gan
9age
inc$(n )T$aenlt 9rivate abe(lt K$gan 9age amp44 MarketingManageent
Marketing Manageent B M((inlt a(ker lt 0$y lt McGra8 i(( 3t
Eiti$n6lt 0ine Strategy 3genera(6 gt$n$n ittingt$n ) Sc$(elt Grantlt E+($ring C$r$rate Strategy 3a((
eiti$n6
7242019 Analysis of Marketing chapter 2
httpslidepdfcomreaderfullanalysis-of-marketing-chapter-2 1717
Ne+t C(a
Get the recommended Tet
Get all the class necessities
isit We$ portal to download lectres
amp notes
or (eries) ll+rivi-ahoocom
7242019 Analysis of Marketing chapter 2
httpslidepdfcomreaderfullanalysis-of-marketing-chapter-2 417
SUGGESTED READINGS
1 Strategic Marketing
by
Davi Craven
Cater 1 t$
amp Strategic Marketingby
i($n ) Gi((iganCater 1 an amp
7242019 Analysis of Marketing chapter 2
httpslidepdfcomreaderfullanalysis-of-marketing-chapter-2 517
1-
7242019 Analysis of Marketing chapter 2
httpslidepdfcomreaderfullanalysis-of-marketing-chapter-2 617
our ansers$
1-
7242019 Analysis of Marketing chapter 2
httpslidepdfcomreaderfullanalysis-of-marketing-chapter-2 717
ampo again hat is marketing(
1-)
7242019 Analysis of Marketing chapter 2
httpslidepdfcomreaderfullanalysis-of-marketing-chapter-2 817
So arketing is $
1-+
7242019 Analysis of Marketing chapter 2
httpslidepdfcomreaderfullanalysis-of-marketing-chapter-2 917
WHAT IS BUSINESS
STRATEGY
7242019 Analysis of Marketing chapter 2
httpslidepdfcomreaderfullanalysis-of-marketing-chapter-2 10171
WHAT IS BUSINESS STRATEGY
7242019 Analysis of Marketing chapter 2
httpslidepdfcomreaderfullanalysis-of-marketing-chapter-2 111711
In other words
Strategy is the means an organiation uses toachieve its o0ectives
Strategy implements managements concept of
usiness scope ission
40ectives
anagements skills and vision in addressingthese issues are critical to performance of the
corporation
L trsquo t d th M k ti
7242019 Analysis of Marketing chapter 2
httpslidepdfcomreaderfullanalysis-of-marketing-chapter-2 12171-12
Letrsquos study the MarketingStrategy of
7242019 Analysis of Marketing chapter 2
httpslidepdfcomreaderfullanalysis-of-marketing-chapter-2 131713
Steps we learnt from Unilever
5hat type of 0usiness should e 0e in(
5hich market segments to attack(
5hat time frame(
Should e 0e market leaders(
ass markets versus niche markets( If e have many 0usinesses ho should resources 0e
allocated(
4f the various alternatives hich ill produce the greatestreturns(
Many more issues confront an organization6
7242019 Analysis of Marketing chapter 2
httpslidepdfcomreaderfullanalysis-of-marketing-chapter-2 14171
LEFT-HANDED AND RIGHT-
HANDED ORGANIZATION
LEFT-HANDED
7inancially driven
8lanning of e9penses de0t sales
5hen sales slip tendency to cut e9penses to
0oost profits
ypically ith ritish and S organiations
7242019 Analysis of Marketing chapter 2
httpslidepdfcomreaderfullanalysis-of-marketing-chapter-2 15171
LEFT-HANDED AND RIGHT-
HANDED ORGANIZATION
RIGHT-HANDED
arket-driven organiations
8rimary o0ective of satisfying customers
usiness decisions flo 0ack from an
understanding of customer rather than from a
financial reltuirement ypically ith =apanese organiations
Increasing shift toards right-handed approach
7242019 Analysis of Marketing chapter 2
httpslidepdfcomreaderfullanalysis-of-marketing-chapter-2 1617
Rec$ene te+t Strategic Market Manageent t e by Davi A Aaker b(ie by
i(ey
0aine 2i(( 3amp4456 Marketing O+7$r 38it $n(ine c$ntent6 0raingt$n ) 9ettitt 3amp4456 9rinci(e $7 Marketing 9rentice a(( 3t
E6 $ve($cklt Clt irt=lt gt Service Marketing 3t Eiti$n6 9ear$n 9rentice
a(( 9a(erlt A 9rinci(e $7 Service arketing 3t Eiti$n6 McGra8 i(( i($nlt A 3amp4456lt Service Marketinglt McGra8 i((lt Er$ean Eiti$n Ka7erer )0atienlt Te +ry Strategy K$ganlt amp414 Ke((erlt K Strategic 0ran Manageent 3r Eiti$n6 9ear$n Ka7ererlt gt Te Ne8 Strategic 0ran anageent 3t Eiti$n6 K$gan
9age
inc$(n )T$aenlt 9rivate abe(lt K$gan 9age amp44 MarketingManageent
Marketing Manageent B M((inlt a(ker lt 0$y lt McGra8 i(( 3t
Eiti$n6lt 0ine Strategy 3genera(6 gt$n$n ittingt$n ) Sc$(elt Grantlt E+($ring C$r$rate Strategy 3a((
eiti$n6
7242019 Analysis of Marketing chapter 2
httpslidepdfcomreaderfullanalysis-of-marketing-chapter-2 1717
Ne+t C(a
Get the recommended Tet
Get all the class necessities
isit We$ portal to download lectres
amp notes
or (eries) ll+rivi-ahoocom
7242019 Analysis of Marketing chapter 2
httpslidepdfcomreaderfullanalysis-of-marketing-chapter-2 517
1-
7242019 Analysis of Marketing chapter 2
httpslidepdfcomreaderfullanalysis-of-marketing-chapter-2 617
our ansers$
1-
7242019 Analysis of Marketing chapter 2
httpslidepdfcomreaderfullanalysis-of-marketing-chapter-2 717
ampo again hat is marketing(
1-)
7242019 Analysis of Marketing chapter 2
httpslidepdfcomreaderfullanalysis-of-marketing-chapter-2 817
So arketing is $
1-+
7242019 Analysis of Marketing chapter 2
httpslidepdfcomreaderfullanalysis-of-marketing-chapter-2 917
WHAT IS BUSINESS
STRATEGY
7242019 Analysis of Marketing chapter 2
httpslidepdfcomreaderfullanalysis-of-marketing-chapter-2 10171
WHAT IS BUSINESS STRATEGY
7242019 Analysis of Marketing chapter 2
httpslidepdfcomreaderfullanalysis-of-marketing-chapter-2 111711
In other words
Strategy is the means an organiation uses toachieve its o0ectives
Strategy implements managements concept of
usiness scope ission
40ectives
anagements skills and vision in addressingthese issues are critical to performance of the
corporation
L trsquo t d th M k ti
7242019 Analysis of Marketing chapter 2
httpslidepdfcomreaderfullanalysis-of-marketing-chapter-2 12171-12
Letrsquos study the MarketingStrategy of
7242019 Analysis of Marketing chapter 2
httpslidepdfcomreaderfullanalysis-of-marketing-chapter-2 131713
Steps we learnt from Unilever
5hat type of 0usiness should e 0e in(
5hich market segments to attack(
5hat time frame(
Should e 0e market leaders(
ass markets versus niche markets( If e have many 0usinesses ho should resources 0e
allocated(
4f the various alternatives hich ill produce the greatestreturns(
Many more issues confront an organization6
7242019 Analysis of Marketing chapter 2
httpslidepdfcomreaderfullanalysis-of-marketing-chapter-2 14171
LEFT-HANDED AND RIGHT-
HANDED ORGANIZATION
LEFT-HANDED
7inancially driven
8lanning of e9penses de0t sales
5hen sales slip tendency to cut e9penses to
0oost profits
ypically ith ritish and S organiations
7242019 Analysis of Marketing chapter 2
httpslidepdfcomreaderfullanalysis-of-marketing-chapter-2 15171
LEFT-HANDED AND RIGHT-
HANDED ORGANIZATION
RIGHT-HANDED
arket-driven organiations
8rimary o0ective of satisfying customers
usiness decisions flo 0ack from an
understanding of customer rather than from a
financial reltuirement ypically ith =apanese organiations
Increasing shift toards right-handed approach
7242019 Analysis of Marketing chapter 2
httpslidepdfcomreaderfullanalysis-of-marketing-chapter-2 1617
Rec$ene te+t Strategic Market Manageent t e by Davi A Aaker b(ie by
i(ey
0aine 2i(( 3amp4456 Marketing O+7$r 38it $n(ine c$ntent6 0raingt$n ) 9ettitt 3amp4456 9rinci(e $7 Marketing 9rentice a(( 3t
E6 $ve($cklt Clt irt=lt gt Service Marketing 3t Eiti$n6 9ear$n 9rentice
a(( 9a(erlt A 9rinci(e $7 Service arketing 3t Eiti$n6 McGra8 i(( i($nlt A 3amp4456lt Service Marketinglt McGra8 i((lt Er$ean Eiti$n Ka7erer )0atienlt Te +ry Strategy K$ganlt amp414 Ke((erlt K Strategic 0ran Manageent 3r Eiti$n6 9ear$n Ka7ererlt gt Te Ne8 Strategic 0ran anageent 3t Eiti$n6 K$gan
9age
inc$(n )T$aenlt 9rivate abe(lt K$gan 9age amp44 MarketingManageent
Marketing Manageent B M((inlt a(ker lt 0$y lt McGra8 i(( 3t
Eiti$n6lt 0ine Strategy 3genera(6 gt$n$n ittingt$n ) Sc$(elt Grantlt E+($ring C$r$rate Strategy 3a((
eiti$n6
7242019 Analysis of Marketing chapter 2
httpslidepdfcomreaderfullanalysis-of-marketing-chapter-2 1717
Ne+t C(a
Get the recommended Tet
Get all the class necessities
isit We$ portal to download lectres
amp notes
or (eries) ll+rivi-ahoocom
7242019 Analysis of Marketing chapter 2
httpslidepdfcomreaderfullanalysis-of-marketing-chapter-2 617
our ansers$
1-
7242019 Analysis of Marketing chapter 2
httpslidepdfcomreaderfullanalysis-of-marketing-chapter-2 717
ampo again hat is marketing(
1-)
7242019 Analysis of Marketing chapter 2
httpslidepdfcomreaderfullanalysis-of-marketing-chapter-2 817
So arketing is $
1-+
7242019 Analysis of Marketing chapter 2
httpslidepdfcomreaderfullanalysis-of-marketing-chapter-2 917
WHAT IS BUSINESS
STRATEGY
7242019 Analysis of Marketing chapter 2
httpslidepdfcomreaderfullanalysis-of-marketing-chapter-2 10171
WHAT IS BUSINESS STRATEGY
7242019 Analysis of Marketing chapter 2
httpslidepdfcomreaderfullanalysis-of-marketing-chapter-2 111711
In other words
Strategy is the means an organiation uses toachieve its o0ectives
Strategy implements managements concept of
usiness scope ission
40ectives
anagements skills and vision in addressingthese issues are critical to performance of the
corporation
L trsquo t d th M k ti
7242019 Analysis of Marketing chapter 2
httpslidepdfcomreaderfullanalysis-of-marketing-chapter-2 12171-12
Letrsquos study the MarketingStrategy of
7242019 Analysis of Marketing chapter 2
httpslidepdfcomreaderfullanalysis-of-marketing-chapter-2 131713
Steps we learnt from Unilever
5hat type of 0usiness should e 0e in(
5hich market segments to attack(
5hat time frame(
Should e 0e market leaders(
ass markets versus niche markets( If e have many 0usinesses ho should resources 0e
allocated(
4f the various alternatives hich ill produce the greatestreturns(
Many more issues confront an organization6
7242019 Analysis of Marketing chapter 2
httpslidepdfcomreaderfullanalysis-of-marketing-chapter-2 14171
LEFT-HANDED AND RIGHT-
HANDED ORGANIZATION
LEFT-HANDED
7inancially driven
8lanning of e9penses de0t sales
5hen sales slip tendency to cut e9penses to
0oost profits
ypically ith ritish and S organiations
7242019 Analysis of Marketing chapter 2
httpslidepdfcomreaderfullanalysis-of-marketing-chapter-2 15171
LEFT-HANDED AND RIGHT-
HANDED ORGANIZATION
RIGHT-HANDED
arket-driven organiations
8rimary o0ective of satisfying customers
usiness decisions flo 0ack from an
understanding of customer rather than from a
financial reltuirement ypically ith =apanese organiations
Increasing shift toards right-handed approach
7242019 Analysis of Marketing chapter 2
httpslidepdfcomreaderfullanalysis-of-marketing-chapter-2 1617
Rec$ene te+t Strategic Market Manageent t e by Davi A Aaker b(ie by
i(ey
0aine 2i(( 3amp4456 Marketing O+7$r 38it $n(ine c$ntent6 0raingt$n ) 9ettitt 3amp4456 9rinci(e $7 Marketing 9rentice a(( 3t
E6 $ve($cklt Clt irt=lt gt Service Marketing 3t Eiti$n6 9ear$n 9rentice
a(( 9a(erlt A 9rinci(e $7 Service arketing 3t Eiti$n6 McGra8 i(( i($nlt A 3amp4456lt Service Marketinglt McGra8 i((lt Er$ean Eiti$n Ka7erer )0atienlt Te +ry Strategy K$ganlt amp414 Ke((erlt K Strategic 0ran Manageent 3r Eiti$n6 9ear$n Ka7ererlt gt Te Ne8 Strategic 0ran anageent 3t Eiti$n6 K$gan
9age
inc$(n )T$aenlt 9rivate abe(lt K$gan 9age amp44 MarketingManageent
Marketing Manageent B M((inlt a(ker lt 0$y lt McGra8 i(( 3t
Eiti$n6lt 0ine Strategy 3genera(6 gt$n$n ittingt$n ) Sc$(elt Grantlt E+($ring C$r$rate Strategy 3a((
eiti$n6
7242019 Analysis of Marketing chapter 2
httpslidepdfcomreaderfullanalysis-of-marketing-chapter-2 1717
Ne+t C(a
Get the recommended Tet
Get all the class necessities
isit We$ portal to download lectres
amp notes
or (eries) ll+rivi-ahoocom
7242019 Analysis of Marketing chapter 2
httpslidepdfcomreaderfullanalysis-of-marketing-chapter-2 717
ampo again hat is marketing(
1-)
7242019 Analysis of Marketing chapter 2
httpslidepdfcomreaderfullanalysis-of-marketing-chapter-2 817
So arketing is $
1-+
7242019 Analysis of Marketing chapter 2
httpslidepdfcomreaderfullanalysis-of-marketing-chapter-2 917
WHAT IS BUSINESS
STRATEGY
7242019 Analysis of Marketing chapter 2
httpslidepdfcomreaderfullanalysis-of-marketing-chapter-2 10171
WHAT IS BUSINESS STRATEGY
7242019 Analysis of Marketing chapter 2
httpslidepdfcomreaderfullanalysis-of-marketing-chapter-2 111711
In other words
Strategy is the means an organiation uses toachieve its o0ectives
Strategy implements managements concept of
usiness scope ission
40ectives
anagements skills and vision in addressingthese issues are critical to performance of the
corporation
L trsquo t d th M k ti
7242019 Analysis of Marketing chapter 2
httpslidepdfcomreaderfullanalysis-of-marketing-chapter-2 12171-12
Letrsquos study the MarketingStrategy of
7242019 Analysis of Marketing chapter 2
httpslidepdfcomreaderfullanalysis-of-marketing-chapter-2 131713
Steps we learnt from Unilever
5hat type of 0usiness should e 0e in(
5hich market segments to attack(
5hat time frame(
Should e 0e market leaders(
ass markets versus niche markets( If e have many 0usinesses ho should resources 0e
allocated(
4f the various alternatives hich ill produce the greatestreturns(
Many more issues confront an organization6
7242019 Analysis of Marketing chapter 2
httpslidepdfcomreaderfullanalysis-of-marketing-chapter-2 14171
LEFT-HANDED AND RIGHT-
HANDED ORGANIZATION
LEFT-HANDED
7inancially driven
8lanning of e9penses de0t sales
5hen sales slip tendency to cut e9penses to
0oost profits
ypically ith ritish and S organiations
7242019 Analysis of Marketing chapter 2
httpslidepdfcomreaderfullanalysis-of-marketing-chapter-2 15171
LEFT-HANDED AND RIGHT-
HANDED ORGANIZATION
RIGHT-HANDED
arket-driven organiations
8rimary o0ective of satisfying customers
usiness decisions flo 0ack from an
understanding of customer rather than from a
financial reltuirement ypically ith =apanese organiations
Increasing shift toards right-handed approach
7242019 Analysis of Marketing chapter 2
httpslidepdfcomreaderfullanalysis-of-marketing-chapter-2 1617
Rec$ene te+t Strategic Market Manageent t e by Davi A Aaker b(ie by
i(ey
0aine 2i(( 3amp4456 Marketing O+7$r 38it $n(ine c$ntent6 0raingt$n ) 9ettitt 3amp4456 9rinci(e $7 Marketing 9rentice a(( 3t
E6 $ve($cklt Clt irt=lt gt Service Marketing 3t Eiti$n6 9ear$n 9rentice
a(( 9a(erlt A 9rinci(e $7 Service arketing 3t Eiti$n6 McGra8 i(( i($nlt A 3amp4456lt Service Marketinglt McGra8 i((lt Er$ean Eiti$n Ka7erer )0atienlt Te +ry Strategy K$ganlt amp414 Ke((erlt K Strategic 0ran Manageent 3r Eiti$n6 9ear$n Ka7ererlt gt Te Ne8 Strategic 0ran anageent 3t Eiti$n6 K$gan
9age
inc$(n )T$aenlt 9rivate abe(lt K$gan 9age amp44 MarketingManageent
Marketing Manageent B M((inlt a(ker lt 0$y lt McGra8 i(( 3t
Eiti$n6lt 0ine Strategy 3genera(6 gt$n$n ittingt$n ) Sc$(elt Grantlt E+($ring C$r$rate Strategy 3a((
eiti$n6
7242019 Analysis of Marketing chapter 2
httpslidepdfcomreaderfullanalysis-of-marketing-chapter-2 1717
Ne+t C(a
Get the recommended Tet
Get all the class necessities
isit We$ portal to download lectres
amp notes
or (eries) ll+rivi-ahoocom
7242019 Analysis of Marketing chapter 2
httpslidepdfcomreaderfullanalysis-of-marketing-chapter-2 817
So arketing is $
1-+
7242019 Analysis of Marketing chapter 2
httpslidepdfcomreaderfullanalysis-of-marketing-chapter-2 917
WHAT IS BUSINESS
STRATEGY
7242019 Analysis of Marketing chapter 2
httpslidepdfcomreaderfullanalysis-of-marketing-chapter-2 10171
WHAT IS BUSINESS STRATEGY
7242019 Analysis of Marketing chapter 2
httpslidepdfcomreaderfullanalysis-of-marketing-chapter-2 111711
In other words
Strategy is the means an organiation uses toachieve its o0ectives
Strategy implements managements concept of
usiness scope ission
40ectives
anagements skills and vision in addressingthese issues are critical to performance of the
corporation
L trsquo t d th M k ti
7242019 Analysis of Marketing chapter 2
httpslidepdfcomreaderfullanalysis-of-marketing-chapter-2 12171-12
Letrsquos study the MarketingStrategy of
7242019 Analysis of Marketing chapter 2
httpslidepdfcomreaderfullanalysis-of-marketing-chapter-2 131713
Steps we learnt from Unilever
5hat type of 0usiness should e 0e in(
5hich market segments to attack(
5hat time frame(
Should e 0e market leaders(
ass markets versus niche markets( If e have many 0usinesses ho should resources 0e
allocated(
4f the various alternatives hich ill produce the greatestreturns(
Many more issues confront an organization6
7242019 Analysis of Marketing chapter 2
httpslidepdfcomreaderfullanalysis-of-marketing-chapter-2 14171
LEFT-HANDED AND RIGHT-
HANDED ORGANIZATION
LEFT-HANDED
7inancially driven
8lanning of e9penses de0t sales
5hen sales slip tendency to cut e9penses to
0oost profits
ypically ith ritish and S organiations
7242019 Analysis of Marketing chapter 2
httpslidepdfcomreaderfullanalysis-of-marketing-chapter-2 15171
LEFT-HANDED AND RIGHT-
HANDED ORGANIZATION
RIGHT-HANDED
arket-driven organiations
8rimary o0ective of satisfying customers
usiness decisions flo 0ack from an
understanding of customer rather than from a
financial reltuirement ypically ith =apanese organiations
Increasing shift toards right-handed approach
7242019 Analysis of Marketing chapter 2
httpslidepdfcomreaderfullanalysis-of-marketing-chapter-2 1617
Rec$ene te+t Strategic Market Manageent t e by Davi A Aaker b(ie by
i(ey
0aine 2i(( 3amp4456 Marketing O+7$r 38it $n(ine c$ntent6 0raingt$n ) 9ettitt 3amp4456 9rinci(e $7 Marketing 9rentice a(( 3t
E6 $ve($cklt Clt irt=lt gt Service Marketing 3t Eiti$n6 9ear$n 9rentice
a(( 9a(erlt A 9rinci(e $7 Service arketing 3t Eiti$n6 McGra8 i(( i($nlt A 3amp4456lt Service Marketinglt McGra8 i((lt Er$ean Eiti$n Ka7erer )0atienlt Te +ry Strategy K$ganlt amp414 Ke((erlt K Strategic 0ran Manageent 3r Eiti$n6 9ear$n Ka7ererlt gt Te Ne8 Strategic 0ran anageent 3t Eiti$n6 K$gan
9age
inc$(n )T$aenlt 9rivate abe(lt K$gan 9age amp44 MarketingManageent
Marketing Manageent B M((inlt a(ker lt 0$y lt McGra8 i(( 3t
Eiti$n6lt 0ine Strategy 3genera(6 gt$n$n ittingt$n ) Sc$(elt Grantlt E+($ring C$r$rate Strategy 3a((
eiti$n6
7242019 Analysis of Marketing chapter 2
httpslidepdfcomreaderfullanalysis-of-marketing-chapter-2 1717
Ne+t C(a
Get the recommended Tet
Get all the class necessities
isit We$ portal to download lectres
amp notes
or (eries) ll+rivi-ahoocom
7242019 Analysis of Marketing chapter 2
httpslidepdfcomreaderfullanalysis-of-marketing-chapter-2 917
WHAT IS BUSINESS
STRATEGY
7242019 Analysis of Marketing chapter 2
httpslidepdfcomreaderfullanalysis-of-marketing-chapter-2 10171
WHAT IS BUSINESS STRATEGY
7242019 Analysis of Marketing chapter 2
httpslidepdfcomreaderfullanalysis-of-marketing-chapter-2 111711
In other words
Strategy is the means an organiation uses toachieve its o0ectives
Strategy implements managements concept of
usiness scope ission
40ectives
anagements skills and vision in addressingthese issues are critical to performance of the
corporation
L trsquo t d th M k ti
7242019 Analysis of Marketing chapter 2
httpslidepdfcomreaderfullanalysis-of-marketing-chapter-2 12171-12
Letrsquos study the MarketingStrategy of
7242019 Analysis of Marketing chapter 2
httpslidepdfcomreaderfullanalysis-of-marketing-chapter-2 131713
Steps we learnt from Unilever
5hat type of 0usiness should e 0e in(
5hich market segments to attack(
5hat time frame(
Should e 0e market leaders(
ass markets versus niche markets( If e have many 0usinesses ho should resources 0e
allocated(
4f the various alternatives hich ill produce the greatestreturns(
Many more issues confront an organization6
7242019 Analysis of Marketing chapter 2
httpslidepdfcomreaderfullanalysis-of-marketing-chapter-2 14171
LEFT-HANDED AND RIGHT-
HANDED ORGANIZATION
LEFT-HANDED
7inancially driven
8lanning of e9penses de0t sales
5hen sales slip tendency to cut e9penses to
0oost profits
ypically ith ritish and S organiations
7242019 Analysis of Marketing chapter 2
httpslidepdfcomreaderfullanalysis-of-marketing-chapter-2 15171
LEFT-HANDED AND RIGHT-
HANDED ORGANIZATION
RIGHT-HANDED
arket-driven organiations
8rimary o0ective of satisfying customers
usiness decisions flo 0ack from an
understanding of customer rather than from a
financial reltuirement ypically ith =apanese organiations
Increasing shift toards right-handed approach
7242019 Analysis of Marketing chapter 2
httpslidepdfcomreaderfullanalysis-of-marketing-chapter-2 1617
Rec$ene te+t Strategic Market Manageent t e by Davi A Aaker b(ie by
i(ey
0aine 2i(( 3amp4456 Marketing O+7$r 38it $n(ine c$ntent6 0raingt$n ) 9ettitt 3amp4456 9rinci(e $7 Marketing 9rentice a(( 3t
E6 $ve($cklt Clt irt=lt gt Service Marketing 3t Eiti$n6 9ear$n 9rentice
a(( 9a(erlt A 9rinci(e $7 Service arketing 3t Eiti$n6 McGra8 i(( i($nlt A 3amp4456lt Service Marketinglt McGra8 i((lt Er$ean Eiti$n Ka7erer )0atienlt Te +ry Strategy K$ganlt amp414 Ke((erlt K Strategic 0ran Manageent 3r Eiti$n6 9ear$n Ka7ererlt gt Te Ne8 Strategic 0ran anageent 3t Eiti$n6 K$gan
9age
inc$(n )T$aenlt 9rivate abe(lt K$gan 9age amp44 MarketingManageent
Marketing Manageent B M((inlt a(ker lt 0$y lt McGra8 i(( 3t
Eiti$n6lt 0ine Strategy 3genera(6 gt$n$n ittingt$n ) Sc$(elt Grantlt E+($ring C$r$rate Strategy 3a((
eiti$n6
7242019 Analysis of Marketing chapter 2
httpslidepdfcomreaderfullanalysis-of-marketing-chapter-2 1717
Ne+t C(a
Get the recommended Tet
Get all the class necessities
isit We$ portal to download lectres
amp notes
or (eries) ll+rivi-ahoocom
7242019 Analysis of Marketing chapter 2
httpslidepdfcomreaderfullanalysis-of-marketing-chapter-2 10171
WHAT IS BUSINESS STRATEGY
7242019 Analysis of Marketing chapter 2
httpslidepdfcomreaderfullanalysis-of-marketing-chapter-2 111711
In other words
Strategy is the means an organiation uses toachieve its o0ectives
Strategy implements managements concept of
usiness scope ission
40ectives
anagements skills and vision in addressingthese issues are critical to performance of the
corporation
L trsquo t d th M k ti
7242019 Analysis of Marketing chapter 2
httpslidepdfcomreaderfullanalysis-of-marketing-chapter-2 12171-12
Letrsquos study the MarketingStrategy of
7242019 Analysis of Marketing chapter 2
httpslidepdfcomreaderfullanalysis-of-marketing-chapter-2 131713
Steps we learnt from Unilever
5hat type of 0usiness should e 0e in(
5hich market segments to attack(
5hat time frame(
Should e 0e market leaders(
ass markets versus niche markets( If e have many 0usinesses ho should resources 0e
allocated(
4f the various alternatives hich ill produce the greatestreturns(
Many more issues confront an organization6
7242019 Analysis of Marketing chapter 2
httpslidepdfcomreaderfullanalysis-of-marketing-chapter-2 14171
LEFT-HANDED AND RIGHT-
HANDED ORGANIZATION
LEFT-HANDED
7inancially driven
8lanning of e9penses de0t sales
5hen sales slip tendency to cut e9penses to
0oost profits
ypically ith ritish and S organiations
7242019 Analysis of Marketing chapter 2
httpslidepdfcomreaderfullanalysis-of-marketing-chapter-2 15171
LEFT-HANDED AND RIGHT-
HANDED ORGANIZATION
RIGHT-HANDED
arket-driven organiations
8rimary o0ective of satisfying customers
usiness decisions flo 0ack from an
understanding of customer rather than from a
financial reltuirement ypically ith =apanese organiations
Increasing shift toards right-handed approach
7242019 Analysis of Marketing chapter 2
httpslidepdfcomreaderfullanalysis-of-marketing-chapter-2 1617
Rec$ene te+t Strategic Market Manageent t e by Davi A Aaker b(ie by
i(ey
0aine 2i(( 3amp4456 Marketing O+7$r 38it $n(ine c$ntent6 0raingt$n ) 9ettitt 3amp4456 9rinci(e $7 Marketing 9rentice a(( 3t
E6 $ve($cklt Clt irt=lt gt Service Marketing 3t Eiti$n6 9ear$n 9rentice
a(( 9a(erlt A 9rinci(e $7 Service arketing 3t Eiti$n6 McGra8 i(( i($nlt A 3amp4456lt Service Marketinglt McGra8 i((lt Er$ean Eiti$n Ka7erer )0atienlt Te +ry Strategy K$ganlt amp414 Ke((erlt K Strategic 0ran Manageent 3r Eiti$n6 9ear$n Ka7ererlt gt Te Ne8 Strategic 0ran anageent 3t Eiti$n6 K$gan
9age
inc$(n )T$aenlt 9rivate abe(lt K$gan 9age amp44 MarketingManageent
Marketing Manageent B M((inlt a(ker lt 0$y lt McGra8 i(( 3t
Eiti$n6lt 0ine Strategy 3genera(6 gt$n$n ittingt$n ) Sc$(elt Grantlt E+($ring C$r$rate Strategy 3a((
eiti$n6
7242019 Analysis of Marketing chapter 2
httpslidepdfcomreaderfullanalysis-of-marketing-chapter-2 1717
Ne+t C(a
Get the recommended Tet
Get all the class necessities
isit We$ portal to download lectres
amp notes
or (eries) ll+rivi-ahoocom
7242019 Analysis of Marketing chapter 2
httpslidepdfcomreaderfullanalysis-of-marketing-chapter-2 111711
In other words
Strategy is the means an organiation uses toachieve its o0ectives
Strategy implements managements concept of
usiness scope ission
40ectives
anagements skills and vision in addressingthese issues are critical to performance of the
corporation
L trsquo t d th M k ti
7242019 Analysis of Marketing chapter 2
httpslidepdfcomreaderfullanalysis-of-marketing-chapter-2 12171-12
Letrsquos study the MarketingStrategy of
7242019 Analysis of Marketing chapter 2
httpslidepdfcomreaderfullanalysis-of-marketing-chapter-2 131713
Steps we learnt from Unilever
5hat type of 0usiness should e 0e in(
5hich market segments to attack(
5hat time frame(
Should e 0e market leaders(
ass markets versus niche markets( If e have many 0usinesses ho should resources 0e
allocated(
4f the various alternatives hich ill produce the greatestreturns(
Many more issues confront an organization6
7242019 Analysis of Marketing chapter 2
httpslidepdfcomreaderfullanalysis-of-marketing-chapter-2 14171
LEFT-HANDED AND RIGHT-
HANDED ORGANIZATION
LEFT-HANDED
7inancially driven
8lanning of e9penses de0t sales
5hen sales slip tendency to cut e9penses to
0oost profits
ypically ith ritish and S organiations
7242019 Analysis of Marketing chapter 2
httpslidepdfcomreaderfullanalysis-of-marketing-chapter-2 15171
LEFT-HANDED AND RIGHT-
HANDED ORGANIZATION
RIGHT-HANDED
arket-driven organiations
8rimary o0ective of satisfying customers
usiness decisions flo 0ack from an
understanding of customer rather than from a
financial reltuirement ypically ith =apanese organiations
Increasing shift toards right-handed approach
7242019 Analysis of Marketing chapter 2
httpslidepdfcomreaderfullanalysis-of-marketing-chapter-2 1617
Rec$ene te+t Strategic Market Manageent t e by Davi A Aaker b(ie by
i(ey
0aine 2i(( 3amp4456 Marketing O+7$r 38it $n(ine c$ntent6 0raingt$n ) 9ettitt 3amp4456 9rinci(e $7 Marketing 9rentice a(( 3t
E6 $ve($cklt Clt irt=lt gt Service Marketing 3t Eiti$n6 9ear$n 9rentice
a(( 9a(erlt A 9rinci(e $7 Service arketing 3t Eiti$n6 McGra8 i(( i($nlt A 3amp4456lt Service Marketinglt McGra8 i((lt Er$ean Eiti$n Ka7erer )0atienlt Te +ry Strategy K$ganlt amp414 Ke((erlt K Strategic 0ran Manageent 3r Eiti$n6 9ear$n Ka7ererlt gt Te Ne8 Strategic 0ran anageent 3t Eiti$n6 K$gan
9age
inc$(n )T$aenlt 9rivate abe(lt K$gan 9age amp44 MarketingManageent
Marketing Manageent B M((inlt a(ker lt 0$y lt McGra8 i(( 3t
Eiti$n6lt 0ine Strategy 3genera(6 gt$n$n ittingt$n ) Sc$(elt Grantlt E+($ring C$r$rate Strategy 3a((
eiti$n6
7242019 Analysis of Marketing chapter 2
httpslidepdfcomreaderfullanalysis-of-marketing-chapter-2 1717
Ne+t C(a
Get the recommended Tet
Get all the class necessities
isit We$ portal to download lectres
amp notes
or (eries) ll+rivi-ahoocom
7242019 Analysis of Marketing chapter 2
httpslidepdfcomreaderfullanalysis-of-marketing-chapter-2 12171-12
Letrsquos study the MarketingStrategy of
7242019 Analysis of Marketing chapter 2
httpslidepdfcomreaderfullanalysis-of-marketing-chapter-2 131713
Steps we learnt from Unilever
5hat type of 0usiness should e 0e in(
5hich market segments to attack(
5hat time frame(
Should e 0e market leaders(
ass markets versus niche markets( If e have many 0usinesses ho should resources 0e
allocated(
4f the various alternatives hich ill produce the greatestreturns(
Many more issues confront an organization6
7242019 Analysis of Marketing chapter 2
httpslidepdfcomreaderfullanalysis-of-marketing-chapter-2 14171
LEFT-HANDED AND RIGHT-
HANDED ORGANIZATION
LEFT-HANDED
7inancially driven
8lanning of e9penses de0t sales
5hen sales slip tendency to cut e9penses to
0oost profits
ypically ith ritish and S organiations
7242019 Analysis of Marketing chapter 2
httpslidepdfcomreaderfullanalysis-of-marketing-chapter-2 15171
LEFT-HANDED AND RIGHT-
HANDED ORGANIZATION
RIGHT-HANDED
arket-driven organiations
8rimary o0ective of satisfying customers
usiness decisions flo 0ack from an
understanding of customer rather than from a
financial reltuirement ypically ith =apanese organiations
Increasing shift toards right-handed approach
7242019 Analysis of Marketing chapter 2
httpslidepdfcomreaderfullanalysis-of-marketing-chapter-2 1617
Rec$ene te+t Strategic Market Manageent t e by Davi A Aaker b(ie by
i(ey
0aine 2i(( 3amp4456 Marketing O+7$r 38it $n(ine c$ntent6 0raingt$n ) 9ettitt 3amp4456 9rinci(e $7 Marketing 9rentice a(( 3t
E6 $ve($cklt Clt irt=lt gt Service Marketing 3t Eiti$n6 9ear$n 9rentice
a(( 9a(erlt A 9rinci(e $7 Service arketing 3t Eiti$n6 McGra8 i(( i($nlt A 3amp4456lt Service Marketinglt McGra8 i((lt Er$ean Eiti$n Ka7erer )0atienlt Te +ry Strategy K$ganlt amp414 Ke((erlt K Strategic 0ran Manageent 3r Eiti$n6 9ear$n Ka7ererlt gt Te Ne8 Strategic 0ran anageent 3t Eiti$n6 K$gan
9age
inc$(n )T$aenlt 9rivate abe(lt K$gan 9age amp44 MarketingManageent
Marketing Manageent B M((inlt a(ker lt 0$y lt McGra8 i(( 3t
Eiti$n6lt 0ine Strategy 3genera(6 gt$n$n ittingt$n ) Sc$(elt Grantlt E+($ring C$r$rate Strategy 3a((
eiti$n6
7242019 Analysis of Marketing chapter 2
httpslidepdfcomreaderfullanalysis-of-marketing-chapter-2 1717
Ne+t C(a
Get the recommended Tet
Get all the class necessities
isit We$ portal to download lectres
amp notes
or (eries) ll+rivi-ahoocom
7242019 Analysis of Marketing chapter 2
httpslidepdfcomreaderfullanalysis-of-marketing-chapter-2 131713
Steps we learnt from Unilever
5hat type of 0usiness should e 0e in(
5hich market segments to attack(
5hat time frame(
Should e 0e market leaders(
ass markets versus niche markets( If e have many 0usinesses ho should resources 0e
allocated(
4f the various alternatives hich ill produce the greatestreturns(
Many more issues confront an organization6
7242019 Analysis of Marketing chapter 2
httpslidepdfcomreaderfullanalysis-of-marketing-chapter-2 14171
LEFT-HANDED AND RIGHT-
HANDED ORGANIZATION
LEFT-HANDED
7inancially driven
8lanning of e9penses de0t sales
5hen sales slip tendency to cut e9penses to
0oost profits
ypically ith ritish and S organiations
7242019 Analysis of Marketing chapter 2
httpslidepdfcomreaderfullanalysis-of-marketing-chapter-2 15171
LEFT-HANDED AND RIGHT-
HANDED ORGANIZATION
RIGHT-HANDED
arket-driven organiations
8rimary o0ective of satisfying customers
usiness decisions flo 0ack from an
understanding of customer rather than from a
financial reltuirement ypically ith =apanese organiations
Increasing shift toards right-handed approach
7242019 Analysis of Marketing chapter 2
httpslidepdfcomreaderfullanalysis-of-marketing-chapter-2 1617
Rec$ene te+t Strategic Market Manageent t e by Davi A Aaker b(ie by
i(ey
0aine 2i(( 3amp4456 Marketing O+7$r 38it $n(ine c$ntent6 0raingt$n ) 9ettitt 3amp4456 9rinci(e $7 Marketing 9rentice a(( 3t
E6 $ve($cklt Clt irt=lt gt Service Marketing 3t Eiti$n6 9ear$n 9rentice
a(( 9a(erlt A 9rinci(e $7 Service arketing 3t Eiti$n6 McGra8 i(( i($nlt A 3amp4456lt Service Marketinglt McGra8 i((lt Er$ean Eiti$n Ka7erer )0atienlt Te +ry Strategy K$ganlt amp414 Ke((erlt K Strategic 0ran Manageent 3r Eiti$n6 9ear$n Ka7ererlt gt Te Ne8 Strategic 0ran anageent 3t Eiti$n6 K$gan
9age
inc$(n )T$aenlt 9rivate abe(lt K$gan 9age amp44 MarketingManageent
Marketing Manageent B M((inlt a(ker lt 0$y lt McGra8 i(( 3t
Eiti$n6lt 0ine Strategy 3genera(6 gt$n$n ittingt$n ) Sc$(elt Grantlt E+($ring C$r$rate Strategy 3a((
eiti$n6
7242019 Analysis of Marketing chapter 2
httpslidepdfcomreaderfullanalysis-of-marketing-chapter-2 1717
Ne+t C(a
Get the recommended Tet
Get all the class necessities
isit We$ portal to download lectres
amp notes
or (eries) ll+rivi-ahoocom
7242019 Analysis of Marketing chapter 2
httpslidepdfcomreaderfullanalysis-of-marketing-chapter-2 14171
LEFT-HANDED AND RIGHT-
HANDED ORGANIZATION
LEFT-HANDED
7inancially driven
8lanning of e9penses de0t sales
5hen sales slip tendency to cut e9penses to
0oost profits
ypically ith ritish and S organiations
7242019 Analysis of Marketing chapter 2
httpslidepdfcomreaderfullanalysis-of-marketing-chapter-2 15171
LEFT-HANDED AND RIGHT-
HANDED ORGANIZATION
RIGHT-HANDED
arket-driven organiations
8rimary o0ective of satisfying customers
usiness decisions flo 0ack from an
understanding of customer rather than from a
financial reltuirement ypically ith =apanese organiations
Increasing shift toards right-handed approach
7242019 Analysis of Marketing chapter 2
httpslidepdfcomreaderfullanalysis-of-marketing-chapter-2 1617
Rec$ene te+t Strategic Market Manageent t e by Davi A Aaker b(ie by
i(ey
0aine 2i(( 3amp4456 Marketing O+7$r 38it $n(ine c$ntent6 0raingt$n ) 9ettitt 3amp4456 9rinci(e $7 Marketing 9rentice a(( 3t
E6 $ve($cklt Clt irt=lt gt Service Marketing 3t Eiti$n6 9ear$n 9rentice
a(( 9a(erlt A 9rinci(e $7 Service arketing 3t Eiti$n6 McGra8 i(( i($nlt A 3amp4456lt Service Marketinglt McGra8 i((lt Er$ean Eiti$n Ka7erer )0atienlt Te +ry Strategy K$ganlt amp414 Ke((erlt K Strategic 0ran Manageent 3r Eiti$n6 9ear$n Ka7ererlt gt Te Ne8 Strategic 0ran anageent 3t Eiti$n6 K$gan
9age
inc$(n )T$aenlt 9rivate abe(lt K$gan 9age amp44 MarketingManageent
Marketing Manageent B M((inlt a(ker lt 0$y lt McGra8 i(( 3t
Eiti$n6lt 0ine Strategy 3genera(6 gt$n$n ittingt$n ) Sc$(elt Grantlt E+($ring C$r$rate Strategy 3a((
eiti$n6
7242019 Analysis of Marketing chapter 2
httpslidepdfcomreaderfullanalysis-of-marketing-chapter-2 1717
Ne+t C(a
Get the recommended Tet
Get all the class necessities
isit We$ portal to download lectres
amp notes
or (eries) ll+rivi-ahoocom
7242019 Analysis of Marketing chapter 2
httpslidepdfcomreaderfullanalysis-of-marketing-chapter-2 15171
LEFT-HANDED AND RIGHT-
HANDED ORGANIZATION
RIGHT-HANDED
arket-driven organiations
8rimary o0ective of satisfying customers
usiness decisions flo 0ack from an
understanding of customer rather than from a
financial reltuirement ypically ith =apanese organiations
Increasing shift toards right-handed approach
7242019 Analysis of Marketing chapter 2
httpslidepdfcomreaderfullanalysis-of-marketing-chapter-2 1617
Rec$ene te+t Strategic Market Manageent t e by Davi A Aaker b(ie by
i(ey
0aine 2i(( 3amp4456 Marketing O+7$r 38it $n(ine c$ntent6 0raingt$n ) 9ettitt 3amp4456 9rinci(e $7 Marketing 9rentice a(( 3t
E6 $ve($cklt Clt irt=lt gt Service Marketing 3t Eiti$n6 9ear$n 9rentice
a(( 9a(erlt A 9rinci(e $7 Service arketing 3t Eiti$n6 McGra8 i(( i($nlt A 3amp4456lt Service Marketinglt McGra8 i((lt Er$ean Eiti$n Ka7erer )0atienlt Te +ry Strategy K$ganlt amp414 Ke((erlt K Strategic 0ran Manageent 3r Eiti$n6 9ear$n Ka7ererlt gt Te Ne8 Strategic 0ran anageent 3t Eiti$n6 K$gan
9age
inc$(n )T$aenlt 9rivate abe(lt K$gan 9age amp44 MarketingManageent
Marketing Manageent B M((inlt a(ker lt 0$y lt McGra8 i(( 3t
Eiti$n6lt 0ine Strategy 3genera(6 gt$n$n ittingt$n ) Sc$(elt Grantlt E+($ring C$r$rate Strategy 3a((
eiti$n6
7242019 Analysis of Marketing chapter 2
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7242019 Analysis of Marketing chapter 2
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7242019 Analysis of Marketing chapter 2
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Get the recommended Tet
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isit We$ portal to download lectres
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or (eries) ll+rivi-ahoocom
7242019 Analysis of Marketing chapter 2
httpslidepdfcomreaderfullanalysis-of-marketing-chapter-2 1717
Ne+t C(a
Get the recommended Tet
Get all the class necessities
isit We$ portal to download lectres
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