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Transcript of Chap001 [Compatibility Mode]
8/7/2019 Chap001 [Compatibility Mode]
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1. Imperatives for Market-Driven Strategy
2. Markets and Competitive Space
3. Strategic Market Segmentation
4. Strategic Customer Relationship Management
5. Capabilities for Learning about Customers and Markets
6. Market Targeting and Strategic Positioning
7. Strategic Relationships
8. Innovation and New Product Strategy
9. Strategic Brand Management
10. Value Chain Strategy
11. Pricing Strategy
12. Promotion, Advertising and Sales Promotion
Strategies
13. Sales Force, Internet, and Direct Marketing Strategies
14. Designing Market-Driven Organizations
15. Marketing Strategy Implementation And Control
Strategic Marketing
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Imperatives for
Market-DrivenStrategy
Chapter 1
McGraw-Hill/Irwin Copyright © 2009 by The McGraw-Hill Companies, Inc. All rights reserved.
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Objectives
* Pivotal role of market-driven strategyin designing and implementingbusiness/marketing strategies
* Links between business/marketingstrategy and corporate strategy
* Challenges in the modern environment
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Achieving SuperiorPerformance
DeterminingDistinctiveCapabilities
CustomerValue/
Capabilities
Match
Becoming Market-
Orientation
Characteristics of a Market-Driven
Strategy
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Market-Driven Strategy (1)
* Becoming market-oriented
* Customer focus
* Competitor intelligence
* Cross-functional coordination* Performance implications
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BECOMING MARKET ORIENTED
* Customer is the focal point of the organization
* Commitment to continuous creation of superiorcustomer value
* Superior skills in understanding and satisfyingcustomers
* Requires involvement and support of the entireworkforce
* Monitor rapidly changing customer needs andwants
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* Determine the impact of changes oncustomer satisfaction
* Increase the rate of product innovation* Pursue strategies to create competitive
advantage
BECOMING MARKET ORIENTED
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Characteristics of Market Orientation
Customer Focus
What are the customer’s value requirements? Competitive Intelligence
Importance of understanding the
competition as well as the customer
Cross-Functional Coordination
Remove the walls between business functions
Performance Consequences
Market orientation leads tosuperior organizational performances
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Information
Acquisition
Cross-FunctionalAnalysis of Information
Shared Diagnosisand CoordinatedAction
Delivery ofSuperior Customer
Value
Becoming a Market-OrientedOrganization
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Market-Driven Strategy (2)
* Becoming market-oriented
* Customer focus
* Competitor intelligence
* Cross-functional coordination* Performance implications
* Determining distinctive capabilities
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DISTINCTIVE CAPABILITIES
“Capabilities are complexbundles of skills andaccumulated knowledge,
exercised throughorganizational processes, that
enable firms to coordinateactivities and make use oftheir assets.”
George S. Day, Journal of Marketing, October 1994, p.38.
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Southwest Airline’s Distinctive Capabilities
Organizational Processes
Southwest uses a point-to-point route system rather than the hub-and-spoke designused by many airlines. The airline offers services to 57 cities in 29 states, with anaverage trip about 500 miles. The carrier’s value proposition consists of low faresand limited services (no meals). Nonetheless, major emphasis throughout theorganization is placed on building a loyal customer base. Operating costs are keptlow by using only Boeing 737 aircraft, minimizing the time span from landing todeparture, and developing strong customer loyalty. The company continues to growby expanding its point-to-point route network.
Skills and Accumulated Knowledge
The airline has developed impressive skills in operating its business model at verylow cost levels. Accumulated knowledge has guided management in improving thebusiness design over time.
Coordination of Activities
Coordination of activities across business functions is facilitated by the point-to-point business model. The high aircraft utilization, simplification of functions, andlimited passenger services enable the airline to manage the activities very efficientlyand to provide on-time point-to-point services offered on a frequent basis.
Assets
Southwest’s key assets are very low operating costs, loyal customer base, and high
employee esprit de corps
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CompellingLogic of Distinctive
Capabilities
Disproportionate
(higher)contribution tosuperiorcustomer value
Provides value tocustomers on a morecost-effective basis
Capabilities
Source: George S. Day, Journal of Marketing, October 1994, p. 38.
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Capabilities
DesirableCapabilities
Applicable toMultiple
Competition
Situations
Difficult toDuplicate
Superior to theCompetition
Source: George S. Day, Journal of Marketing, October 1994, 49.
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Market-Driven Strategy (3)
* Becoming market-oriented
* Customer focus
* Competitor intelligence
* Cross-functional coordination* Performance implications
* Determining distinctive capabilities
* Types of capabilities
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Types of Capabilities
Outside-In
Processes
Inside-OutProcesses
Spanning
Processes
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Organization’s Process
Source: George S. Day, Journal of Marketing, October 1994, 41.
Spanning Processes
Outside-InProcesses
Inside-OutProcesses
EXTERNALEMPHASIS
INTERNALEMPHASIS
Market sensing
Customer linking Channel bonding
Technologymonitoring
Customer order
fulfillment Pricing
Purchasing
Customer servicedelivery
New product/servicedevelopment
Strategy development
Financial management
Cost control
Technologydevelopment
Integrated logistics
Manufacturing/
transformationprocesses
Human resourcesmanagement
Environment health and
safety
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Market-Driven Strategy (4)
* Becoming market-oriented
* Customer focus
* Competitor intelligence
* Cross-functional coordination* Performance implications
* Determining distinctive capabilities
* Types of capabilities
* Creating value for customers
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Value Requirements
Distinctive
Capabilities
Matching Customer Value and DistinctiveCapabilities
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CREATING VALUE FOR CUSTOMERS
Customer Value:
Value for buyers consists of the benefits lessthe costs resulting from the purchase ofproducts.
Superior value: positive net benefits
Creating Value:
“Customer value is the outcome of a processthat begins with a business strategy anchored in
a deep understanding of customer needs.”
Source: C. K. Troy, The Conference Board Inc., 1996, 5.
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Creating Value for Customers
Benefits Costs
Customer
Value
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Value Composition
Monetary costs
Time
Psychic andphysic costs
Product
Services
Employees
Image
Benefits
Costs(sacrifices)
Value(gain/loss)
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Market-Driven Strategy (5)
* Becoming market-driven
* Marketing sensing capabilities
* Customer linking capabilities
* Aligning structure and processes
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Becoming Market Driven
MARKET –
DRIVENSTRATEGIES
Market SensingCapabilities
Customer LinkingCapabilities
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Market Driven Initiatives
Market Sensing Capabilities
* Effective processes for learning aboutmarkets
* Sensing:
* Collected information needs to be sharedacross functions and interpreted todetermine proper actions.
Customer Linking Capabilities
* Create and maintain close customer
relationships
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Aligning Structure and Processes
* Potential change of organizational design
* Improve existing processes
* Process redesign* Cross-functional coordination and
involvement
* Primary targets for reengineering:* Sales and marketing, customer relations,
order fulfillment, and distribution
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Corporate, Business and MarketingStrategy (1)
* What is corporate strategy?
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CORPORATE STRATEGY
Deciding the Scope
and Purpose ofthe Business
Business
Objectives
Actions and
Resources forAchieving
Objectives
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CHARACTERISTICS OF SUCCESSFUL
STRATEGY
Unique competitive position for the
company.Activities tailored to strategy.
Clear trade-offs and choices vis-à-vis
competitors.Competitive advantage arises from fit
across activities.
Sustainability comes from the activitysystem not the parts.
Operational effectiveness a given.Source: Michael E. Porter, “What Is Strategy,” Harvard Business Review, November-December 1996, 74.
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Corporate, Business and Marketing
Strategy (2)
* What is corporate strategy?
* Corporate strategy framework
* Deciding corporate vision
* Objectives* Resources
* Business composition
* Structure, systems and processes
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CORPORATE STRATEGYCOMPONENTS
Management’s long-term vision for thecorporation
Objectives
Assets, skills, and capabilitiesBusinesses in which the corporation
competes
Structure, systems, and processes
Creation of valueSource: David J. Collis and Cynthia A. Montgomery, Corporate Strategy, Chicago: Irwin, 1997, 7-12.
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Corporate, Business and Marketing
Strategy (3)
* Business and marketing strategy
* Business and marketing strategyrelationships
* Strategic marketing
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CORPORATE, BUSINESS AND
MARKETING STRATEGY
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Corporate, Business and
Marketing Strategy (4)
* The marketing strategy process
* Markets, segments and customer value
* Markets and competitive space
* Strategic market segmentation
* Strategic customer relationship management
* Capabilities for continuous learning aboutmarkets
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Corporate, Business and Marketing
Strategy (5)
* Designing market-driven strategies
* Market targeting and strategic positioning
* Strategic relationships
* Innovation and new product strategy
* Market-driven program development* Strategic brand management
* Value chain strategy
* Pricing strategy
* Promotion strategy
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Corporate, Business and Marketing
Strategy (6)
* Implementing and managing market-
driven strategy
* Designing market-driven organizations
* Marketing strategy implementation andcontrol
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MARKETING STRATEGY PROCESS
Markets,Segments
And Value
Market-Driven
ProgramDevelopment
Implementingand Managing
Market-DrivenStrategy
DesigningMarket-Driven
Strategies
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Challenges in the modern
environment
* Escalating globalization* Technology diversity and uncertainty
* Ethical behavior and corporate socialresponsiveness
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Strategic Marketing Planning
* Developing the strategic plan for each
business
* Preparing the marketing plan
* Planning relationships and frequency
* Planning considerations
* Responsibility for preparing plans
* Planning unit
* Preparing the marketing plan
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MARKETING PLAN
OUTLINE
I. Strategic Situation Summary
Summarize the key points from your situation analysis (market analysis, segments,industry/competition) in order to recount the major events and provide information to better
understand thestrategies outlined in the marketing plan.
II. Market-Targets and Objectives
The market target may be defined demographically (key characteristics only),
geographically, or in social/economic terms. Each market target should have needs andwants that differ to some degree from other targets. These differences may be withrespect to types of products purchased, use situation, frequency of purchase, and other
variations that indicate a need to alter the positioning strategy to fit the needs and wants ofeach target. An objective is a quantified goal identifying what is expected when. It specifiesthe end results expected. The objectives should be written for each target market.
Objectives should also be included for the following program components: (1) product,(2) price, (3) distribution, (4) promotion (salesforce, advertising, sales promotion, and
public relations), and (5) technical services.
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III. Positioning Statements
Write statements that describe how you want each market
target to perceive each product relative to competition. State thecore concept used to position the product (brand) in the eyes and
mind of the targeted buyer. The positioning statement shoulddescribe: (1) What criteria or benefits the customer considers when
buying a product along with the level of importance, (2) What weoffer that differentiates our product from competition, and (3) The
limitations of competitive products.
MARKETING PLAN
OUTLINE
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A. Product Strategy
Identify how each product fits the market target. Other issues that may be addressed wouldbe new product suggestions, adjustments in the mix of existing products, and product
deletion candidates.B. Price Strategy
The overall pricing strategy (I.e., competitive, premium-priced, etc.) should be identified
along with a cost/benefit analysis if applicable. Identify what role you want price to play, i.e.,increase share, maintenance, etc.
C. Distribution Strategy
Describe specific distribution strategies for each market target. Issues to be addressed areintensity of distribution (market coverage), how distribution will be accomplished, andassistance provided to distributors. The role of the sales force in distribution strategy shouldalso be considered.
D. Promotion Strategy Promotion strategy is used to initiate and maintain a flow of communication between the
company and the market target. To assist in developing the communications program, theattributes or benefits of our product should be identified for each market target. How ourproduct differs from competition (competitive advantage) should be listed. The sales force’sresponsibilities in fulfilling the market plan must be integrated into the promotion strategy.Strategies should be listed for (1) personal selling, (2) advertising, (3) sales promotion, and(4) public relations.
IV. Market M ix Strategy for
Each Market Target
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E. Marketing Research
Describe the market research problem and the kind ofinformation needed. Include a statement which addresseswhy this information is needed. The specific marketresearch strategies can be written once the above twosteps have been followed.
V. Coordination with Other Business Functions Indicate other departments/functions that haveresponsibilities for implementing the marketing plan.
VI. Sales Forecasts and Budgets
VII. Contingency Plans
Indicate how your plans should be modified if eventsshould occur that are different from those assumedin the plan.