I Notes and References

• 1 Competitive Marketing Strategy: Concepts and Application

l. D. A. Aaker, Strategic Market Management, Third Edition, John Wiley & Sons, 1992, p. 10.

2. G. S. Day, Strategic Market Planning: The pursuit of competitive advantage, West Publishing Company, 1984, p. 49.

3. D. A. Aaker, op. dt., p. 23. 4. M. H. B. McDonald, Marketing Plans: How to prepare them, how to use them,

Butterworth-Heinemann, 1989. 5. For example, M. E. Porter, Comparative Strategy: Techniques for analysing industries and

competitors, The Free Press, 1980. 6. P. Kotler, L. Faney and S. Jatusripitak, The New Competition: Meeting the marketing

challenge from the Far East, Prentice/Hall International, 1986. 7. R. D. Buzzell and B.T. Gale, The PIMS Principles: Linking strategy to performance, The

Free Press, 1987, pp. 6-15, 30-35. 8. K. Andrews, 'Corporate Strategy: The essential intangibles', McKinsey Quarterly,

Autumn 1984. 9. M. Lubatkin and M. Pitts, 'The PIMS and the Policy Perspective: A rebuttal', Journal

of Business Strategy, Summer 1985, pp. 85-92. 10. G. S. Day, Analysis for Strategic Market Decisions, West Publishing Company, 1986,

p. 60. 11. C. R. Wasson, Dynamic Competitive Strategy and Product Life-Cycles, Challenge Books,

1974. 12. G. S. Day, 1966, op. cit., pp. 91-2. 13. G. S. Day, 1986, op. cit., p. 90. 14. C. R. Wasson, op. cit., pp. 247-8. 15. A. Meenaghan and P. W. Turnbull, Strategy and Analysis in Product Development,

Volume 15, No.5, 1981, MCB Publications Ltd. 16. D. T. Brownlie and C. K. Bart, Products and Strategies, MCB University Press, Vol. 11,

No. 1, 1985, pp. 25-6. 17. B. A. Weitz and R. Wensley, Strategic Marketing: Planning, Implementation and

Control, Kent Publishing, 1984, p. 132. 18. Boston Consulting Group, 'Perspective on Experience', The Boston Consulting

Group, Inc., 1970 and G. S. Day, Analysis for Strategic Market Dedsions, West Publishing Company, 1986. A review of cost and price dynamics and the issues involved is given in chapter 2, pp. 25-56.

19. W. H. Davidow, Marketing High Technology: An insider's view, The Free Press, New York, 1986, p. xvi.

20. W. H. Davidow, op. cit. 21. An extensive review of the growth-share matrix is found in G. S. Day, 1986,

Chapter 6.

350 Notes and Referencesy

22. D. T. Brownlie eta!., op. cit., p. 14. 23. H. I. Ansoff, Corporate Strategy, Pelican Books, 1968, pp. 127-31. 24. D. T. Brownlie eta!., op. cit., p. 14. 25. R. D. Buzzell and B. T. Gale, The PIMS Principles: Linking strategy to performance, The

Free Press, 1986, pp. 7-15. 26. R. D. Buzzell, eta!., op. cit., chapters 5-10. 27. M. E. Porter, Competitive Strategy: Techniques for analysing industries and competitors,

The Free Press, 1980, pp. 31-3. 28. M. E. Porter, Competitive Advantage: Creating and sustaining superior performance, The

Free Press, 1985. 29. Further elaboration of general strategies and market coverage is found in G. S. Day,

Market Driven Strategy: Processes for Creating Value, The Free Press, 1990, pp. 165-8.

• 2 Low Cost, High Differentiation Strategies

1. R. D. Buzzell, B. T. Gale, and R. G. M. Sultan, 'Market Share - A Key to Profitability', Harvard Business Review, January-February, 1975, pp. 95-106.

2. R. D. Buzzell, and B. T. Gale, The PIMS Principles Linking Strategy to Performance, The Free Press, New York, 1987, p. 10.

3. An extensive review of the multifaceted aspect of positioning is presented by A. Ries and J. Trout, Positioning: The battle for your mind, McGraw-Hill, New York, 1986.

4. P. N. Bloom and P. Kotler, 'Strategies for High Market Share Companies', Harvard Business Review, November-December, 1975, pp. 63-72.

5. A. Ries and J. Trout. Marketing Warfare, McGraw-Hill, New York, 1986, pp. 55-66. 6. H. Davidson, Offensive Marketing: Or how to make your competitors followers, Penguin

Books, UK. 1987, pp. 294-6. 7. An extensive account of product life-cycle theory and its application is provided by

C. R. Wasson, Product Management: Product life-cycles and competitive marketing strategy, Challenge Books, Illinois, 1971.

8. L. de Chernatory and M. H. B. McDonald, Creating Powerful Brands, Butterworth­Heinemann, Oxford, 1992, pp. 226-7.

9. J. H. Davidson, op. cit., pp. 300-1. 10. L. R. Brown, 'An Empirical Study and Evaluation of Marketing Strategies Adopted

in Competitive Consumer Markets', University of NSW, unpublished PhD thesis, 1975.

11. The importance of defining the business in a way which provides scope for expansion is dealt with at length by D. F. Abell, Defining the Business: The starting point of strategic planning, Prentice-Hall, New Jersey, 1980.

• 3 Low Cost, Low Differentiation Strategies

1. J. H. Davidson, Offensive Marketing: Or how to make your competitors followers, Penguin, UK, 1987, pp. 70-85.

2. A. Ries and J. Trout, Marketing Warfare, McGraw-Hill, New York, 1986, pp. 68-73.

Notes and References 3 51

3. C. H. Lovelock, Services Marketing, second edition, Prentice-Hall International Inc., London, 199 L pp. 13-15.

4. A. J. Magrath, 'When Marketing Services, 4 Ps Are Not Enough', Business Horizons, May-June, 1986, pp. 44-50.

5. D. W. Cowell, The Marketing of Services, Heinemann, London, 1984, p. 70. 6. OECD ( 1990) Main Economic Indicators, Paris, June. 7. Vander Ster, W. ( 1989) 'Food Retailing in the 1990s: a Dutch View', Albert Heijn

Conference, Noordwijk, Koninklijke Ahold nv, Zaandam, Netherlands. 8. Davies, R. L. ( 1989) 'A Checklist of Development Opportunities and Constraints­

Britain versus the Continent', in Responding to 1992: Key Factors for Retailers, Oxford Institute of Retail Management, Templeton College, Oxford, pp. 45-54.

9. Debenham Tewson and Chinnocks, special report ( 1989) '1992 - The Retail Dimension', Debenham Tewson and Chinnocks Ltd., London.

10. 'Aldi Reverses Policy to Compete in the UK', Marketing, 1 March 1990, p. 3. 11. Killen, V. and R. Lees, ( 1988) The Future of Grocery Retailing in the UK part II,

Retail and Distribution Management, Nov/Dec, pp. 27-9. 12. Maclaurin, I. ( 1990) The Times, 3 January. 13. Sainsbury ( 1989) Private Communication to the Researchers, 11 December. 14. Ogbanna, E. ( 1989) 'Strategic Changes in UK Grocery Retailing', Management

Decision, Vol. 27, No. 6, pp. 45-50. 15. Porter, M. E. ( 1980) Competitive Strategy, The Free Press, New York. 16. Retail Business, Quarterly Trade Reviews, No. 12 ( 1989) Grocers and Super­

markets, Economist Intelligence Unit, London, p. 12. 17. Dawson, J. A. and S. Burt (1988) 'The Evolution of European Retailing vol. II', The

University of Stirling Institute for Retail Studies, pp. 4Q-2. 18. Salmon, W. J. ( 1989) 'Multinational Food Retailing in the Nineties', Albert Heijn

Conference, Noordwijk, Koninklijke Ahold nv, Zaandam, Netherlands. 19. Mintel ( 1989) Retail Intelligence, voi. L Economist Intelligence Unit, London,

pp. 2-33. 20. UBS-Phillips and Drew (1988) Europe 1993: Breaking Down the Barriers, (eds.

Foyil, D. and Seward, B.), UBS-Phillips and Drew, London, p. 58. 21. Duke, R. C. ( 1989) A Structural Analysis of the UK Grocery Retail Market, British

Food Journal, voi. 91, no. 5, July/August, pp. 17-22. 22. Key Note ( 1988) New Trends in Retailing, Key Note Publications Ltd., London,

pp. 4-8. 23. McKinsey and Company ( 1987) in The European Food Marketing Directory, Euro­

monitor Publications Ltd., London, p. 5. 24. Special Report 'Consumer Marketing in Europe', 4 May 1989. 2 5. Killen, V. and R. Lees ( 1988) The Future of Grocery Retailing in the UK part I,

Retail and Distribution Management, July/August, pp. 8-12. 26. Verdict Research ( 1990) The Space Report, Verdict Research, London. 27. Euromonitor ( 1987) Retail Trade UK 1987/88, Euromonitor Publications Ltd., London,

p. 47. 28. Mintel ( 1989) Retail Intelligence, voi. 4 'Superstores and Hypermarkets', Economist

Intelligence Unit, London, pp. 4.29-4.34. 29. MORI ( 1989) The Retail Property Market, (a study commissioned by Argos

Distributors Ltd), MORI, London, p. 20. 30. Musannif, Y. and F. George ( 1989) 'Focus on European Retailers', Bank Paribas

Capital Markets Ltd., London, in 'Responding to 1992: Key factors for retailers',

352 Notes and References

Treadgold, A., in Retail Trends in Continental Europe, Oxford Institute of Retail Management, Templeton College, Oxford, p. 41.

31. Euromonitor (1987) 'Grocery Distribution in Western Europe', Euromonitor Publications Ltd., London, pp. 24-31.

32. de Chernatony, L. ( 1986) 'Consumer Perceptions of the Competitive Tiers Available Within Specified Product Fields', in Managing Marketing, (eds. Cowell, D. and Collins, J.), Proceedings of MEG, Plymouth.

33. Whitaker, J. (1983) 'To Spend or not to Spend?', Nielson Researcher, 2, pp. 1-14. 34. Fletcher, J. (1989) 'UK Retailers Will be Bound for Europe', The Grocer, 15 April,

pp. 52-4. 35. Euromonitor (1987) 'Grocery Distribution in Western Europe', Euromonitor

Publications Ltd., London, p. 25. 36. Dawson, J. A., S. A. Shaw and J. Rana (1988) 'Future Trends in Food Retailing:

Results of a Survey of Retailers', British Food Journal, vol. 90.2, pp. 51-7. 37. A. Ries and J. Trout, Marketing Warfare, McGraw-Hill, New York, 1986, chapters 8

and 9. 38. Ries and Trout, ibid, chapter 10. 39. M. E. Porter, Competitive Strategy: Technologies for analysing industries and competitors,

The Free Press, 1980, chapter 2. 40. C. R. Wasson, Dynamic Competitive Strategy and Product Life-Cycles, Challenge Books,

Illinois, USA, 1974. 41. G. S. Day, Strategic Market Planning: The pursuit of competitive advantage, West

Publishing Company, St Pauls, Minnesota, 1984, p. 117. 42. W. H. Davidow, Marketing High Technology: An insider's view, The Free Press, New

York, 1986, p. xvi. 43. The term 'pincer' is defined by the Oxford Dictionary as 'operation involving the

convergence of two forces on enemy position like the jaws of a pair of pincers' (The Oxford Universal Dictionary, 1965).

44. P. Kotler, L. Fahey, and S. Jatusripitak, The New Competition, Prentice-Hall, 1986, chapter 3.

45. P. Kotler, et al., ibid. 46. D. F. Abell, and J. S. Hammond, Strategic Market Planning: Problems and analytical

approaches, Prentice-Hall, New Jersey, 1979. 47. D. A. Aaker, Strategic Management, New York, John Wiley & Sons, 1984. 48. T.V. Bonoma, The Marketing Edge: Making strategies work, New York, The Free Press,

1985. 49. M. E. Porter, Competitive Strategy: Techniques for analysing industries and competitors,

The Free Press, 1980, p. 29. 50. D. F. Abell, Defining the Business: The starting point of strategic planning, Prentice-Hall,

Englewood Cliffs, New Jersey, 1980, chapter 2, pp. 11-25. 51. R. McKenna, The Regis Touch, Addison-Wesley, San Francisco, 1985, pp. 13-18. 52. N. Shoebridge, 'Levi Pulls its Jeans Back Up', Business Review Weeki', 13 March

1987, p. 100. 53. N. Shoebridge, 'When only the Right Name Will Do', Business Review Weekly,

27 March 1987, pp. 71-3. 54. Australian Business, 10 February 1988, p. 34. 55. W. H. Davidow, Marketing High Technology: An insider's view, The Free Press, New

York, 1986,pp. 79-85,pp. 4-10.

Notes and References 353

• 4 Strategies for Positioning as a Major Force in the Market

l. M. E. Porter, Competitive Advantage: Creating and sustaining superior performance, The Free Press, 1985, p. 16.

2. J. Argenti. Corporate Collapse: The causes and symptoms. McGraw-Hill, London, 1976. 3. M. E. Porter, op. cit., p. 16. 4. L. R. Brown, 'An Empirical Study and Evaluation of Marketing Strategies Adopted

in Competitive Consumer Markets', unpublished PhD thesis, University of New South Wales, 1975.

5. D. Knee, and D. Walters, Strategy in Retailing: Theory and application, Philip Allan Publishers, 1985, pp. 29-30.

6. D. L. James, R. M. Durand, and R. A. Dreves, 'The Use of a Multi-Attribute Attitude Model in Store Image Study', Journal of Retailing, vol. 52, Summer 1976, p. 30.

7. E. A. Pessemier, 'Store Image and Positioning', Journal of Retailing, vol. 56, Spring 1980, pp. 96-7.

8. R. B. Marks, 'Operationalisation of the Concept of Store Image', Journal of Retailing, vol. 52, Fall 1976, pp. 44.

9. This list is adapted from B. Berman, and J. R. Evans, Retail Management: A strategic approach 2nd edn, Macmillan Publishing, New York, 1983, p. 356.

10. W. H. Davidow, Marketing High Technology: An insider's view, The Free Press, 1986, pp. 184-6.

11. M. E. Porter, Competitive Advantage: Creating and sustaining superior performance, The Free Press, 1985, pp. 5-6.

12. M. E. Porter, Competitive Strategy: Techniques for analysing industries and competitors, The Free Press, 1980, pp. 29-30.

13. This section is based on the work of Michael Porter, 1985, chapter 2.

• 5 Growth Strategies for the Niche Competitor

1. H. Davidson, Offensive Marketing: Or how to make your competitors followers, Penguin, UK 1987, p. 168.

2. R. G. Hamermesh, M. J. Anderson, and J. E. Harris, 'Strategies for Low-Share Business', Harvard Business Review, May-June, 1978, pp. 95-102.

3. D. K. Clifford, and R. E. Cavanagh, The Winning Performance: How America's high-growth midsize companies succeed, Bantam Books, New York, 1988, p. 36.

4. J. H. Davidson, op. cit., pp. 168-9. 5. A. Ries, and J. Trout, Marketing Warfare, McGraw-Hilt New York, 1986, pp. 101-8. 6. Studies of success and failure rates and their causes are reported in P. L. Link,

Marketing of Technology: An Australian perspective, Nelson Wadsworth, Melbourne, 1987, chapter 5; J. H. Davidson, Offensive Marketing: Or how to make your competitors followers, Penguin Books, UK, 1987, pp. 332--44. Also seeN. Shoebridge, 'Product Failures', Business Review Weekly, 24 October 1986, pp. 5<>-65.

7. R. F. Hartley, Bullseyes and Blunders: Stories of business success and failure, John Wiley & Sons, New York, 1987, chapter 15.

8. T. Oliver, The Real Coke, The Real Story, Pan Books, London, 1986.

3 54 Notes and References

• 6 Competitive Marketing Strategy Experience

1. G. S. Day, Analysis for Strategic Market Decisions, West Publishing Company, St. Paul, USA, 1986, pp. 115-16.

2. R. D. Buzzell, and B. T. Gale, The PIMS Principles: Linking strategy to performance, The Free Press, New York, 1987, p. 36.

3. G. S. Day, op. cit., chapter 8, pp. 217-18. 4. P. G. W. Keen, and M. S. S. Morton, Decision Support System: An organisational

perspective, Reading, Mass., Addison-Wesley, 1978. 5. J.D. C. Little, 'Brandaid: A Marketing Mix Model Part 1: Structure and Part 2:

Implementation, Calibration and Case Study', Operations Research, vol. 23, no. 4 (July-August), 1975, pp. 628-73.

6. J. C. Larreche, and V. Srinivasan, 'Stratport: A Decision Support System for Strategic Planning', Journal of Marketing, vol. 45, no. 4 (Fall 1981), pp. 39-52.

7. Ansplan is now commercially available to companies in the United States, also in Australia through the School of Marketing, University of New South Wales.

8. This was reported in a paper presented to a Conference on Marketing and the New Information/Communication Technologies, C. M. Hills, and J. J. Mcivor, 'MOSS'S at General Electric: Implications for the 90s From Experiences in the 70s and 80s', Harvard University, July 1983.

9. These models and their purpose are found in G. Hillis, J. Cook, R. Best, and D. Hawkins, 'Marketing Strategy to Achieve Market Share Goals', in H. Thomas and D. Gardner (eds), Strategic Marketing and Management, John Wiley & Sons, 1985.

10. J. C. Larreche, and H. Gatignon, MARKSTRAT: A Marketing Strategy Game, Scientific Press, Palo Alto, California, 1977.

• 7 Uses of Case Studies to Enhance Learning

l. G. L. Urban and S. H. Star, Advanced Marketing Strategy: Phenomena, Analysis and Decisions, Prentice-Hall, London, 1991.

2. S.C. Jain, International Marketing Management, Third Edition, PWS-Kent Publishing Company, Boston, 1990.

3. R. F. Hartley, Bullseyes and Blunders: Stories of business success and failure, John Wiley & Sons, New York, 1987.

4. R. F. Hartley, Marketing Successes, Second Edition, John Wiley & Sons, New York, 1990.

5. R. F. Hartley, Marketing Mistakes, Fifth Edition, John Wiley & Sons, New York, 1992.

6. D. W. Hendon, Classic Failure in Product Marketing, NTC Publishing Group, Chicago, 1992.

7. J. N. Sheth, Winning Back Your Market: The inside stories of the companies that did it, John Wiley & Sons, New York, 1985.

8. F. G. Rodgers, The IBM Way: Insights into the world's most successful marketing organisation, Harper & Row, New York, 1986.

9. T. Oliver, The Real Coke, The Real Story, Pan Books, London, 1986. 10. A. Ries and J. Trout, Marketing Warfare, McGraw-Hill, New York, 1986.

Notes and References 355

11. H. Davidson, Offensive Marketing: Or how to make your competitors followers, Penguin, UK, 1987.

12. R. Duro, Winning the Marketing War, English Language Edition, John Wiley & Sons, New York, 1989.

I Bibliography

Aaker, D. A. Strategic Market Management. John Wiley & Sons, 1984. Abell, D. F. Defining the Business: The starting point of strategic planning. Prentice-Hall,

Englewood Cliffs, New Jersey, 1980. Abell, D. F. and J. S. Hammond Strategic Market Planning: Problems and analytical

approaches. Prentice-Hall, Englewood Cliffs, New Jersey, 1979. Ansett, R. G. and R. Pullan Bob Ansett, An Autobiography. John Kery Pty Ltd, Melbourne,

1986. Ansoff, I. Corporate Strategy. Penguin Books, 1968. Argenti, J. Corporate Collapse: The causes and symptoms. McGraw-Hill, London, 1976. Berman, B. and J. R. Evans Retail Management: A strategic approach. 2nd edn, Macmillan

Publishing, New York, 1983. Bonoma, T.V. The Marketing Edge: Making strategies work. The Free Press, New York,

1985. Boston Consulting Group. Perspective on Experience. The Boston Consulting Group, Inc.,

Boston, 1970. Brownlie, D. T. and C. K. Bart Products and Strategies. MCB University Press, Vol. 11,

No. 1, 1985. Buzzell, R. D. and B. T. Gale The PIMS Principles: Linking strategy to performance. The Free

Press, New York, 1987. Clifford, D. K. and R. E. Cavanagh The Winning Performance: How America's high-growth

midsize companies succeed. Bantam Books, New York, 1988. Cowell, D. W. The Marketing of Services. Heinemann, London, 1984. Davidow, W. H. Marketing High Technology: An insider's view. The Free Press, New York,

1986. Davidson, H. Offensive Marketing: Or how to make your competitors followers. Penguin Books,

UK, 1987. Day, G. S. Strategic Market Planning: The pursuit of competitive advantage. West Publishing

Company, New York, 1984. Day, G. S. Analysis for Strategic Market Decisions. West Publishing Company, New York,

1986. Gilmour, P., D. L. Rados and D. M. T. Gibson Australian Marketing Casebook 2nd edn,

University of Queensland Press, St Luda, Queensland, 1988. Hartley, R. F. Bullseyes and Blunders: Stories of business success and failure. John Wiley &

Sons, New York, 1987. Keen, P. G. W. and M. S. S. Morton Decision Support System: An Organisational Perspective.

Addison-Wesley, Reading, Massachusetts, 1978. Knee, D. and D. Walter Strategy in Retailing: Theory and application. Philip Allan

Publishers, New York, 1985. Kotler, P., L. Fahey and S. Jatusripitak The New Competition: Meeting the marketing

challenge from the Far East. Prentice-Hall, Englewood Cliffs, New Jersey, 1986. Larreche, J. C. and H. Gatignon Markstrat: A Marketing Strategy Game. Scientific Press,

Palo Alto, California, 1977.

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Link, P. L. Marketing of Technology: An Australian perspective. Nelson Wadsworth, Melbourne, 1987.

McDonald, M. H. B. Marketing Plans: How to prepare them, How to use them. Heinemann, London, 1984.

McKenna, R. The Regis Touch. Addison-Wesley, Reading, Massachusetts, 1985. Oliver, T. The Real Coke, The Real Story. Pan Books, London, 1986. Porter, M. E. Competitive Advantage: Creating and sustaining superior performance. The Free

Press, New York, 1985. Ries, A. and J. Trout Marketing Warfare. McGraw-Hill, New York, 1986. Ries, A. and J. Trout Positioning: The battle for your mind. McGraw-Hill, New York, 1986. Rodgers, F. G. The IBM Way: Insights into the world's most successful marketing organisation.

Harper & Row, New York, 1986. Sheth, J. N. Winning Back Your Market: The inside stories of the companies that did it. John

Wiley & Sons, New York, 1985. Wasson, C. R. Dynamic Competitive Strategy_ and Product Life Cycles. Challenge Books, New

York, 1974. Willis, G., J. Cook, R. Best and D. Hawkins 'Marketing Strategy to Achieve Market

Share Goals' in Strategic Marketing and Management, Thomas, H. and Gardner, D. (eds). John Wiley & Sons, New York, 1985.

Weitz, B. A. and R. Wensley, Strategic Marketing: Planning, Implementation and Control. Kent Publishing, London, 1984.

II Index

Aaker, D. A. 3, 5, 160, 351, 354 Abell, D. F. 160, 352, 354 acquisitions

Brent Chemicals 273 Cellopp market 134 of competitors 74 Ratner Group 141 Selincourt 242-3

acrylic fibre 218-20 advertising

Andrex 105 Homes 194, 198, 199, 200 ICI 230 The Independent newspaper and

313-14 Myson Radiators 66 Next 306 Pretty Polly 238-9, 239-40 Virgin Atlantic 235, 236 see also promotion

aerospace maintenance products 266, 266-8, 270

aggressiveness 216 Ahold (Koninklijke) 126, 171 airlines 38, 89, 146, 164-5, 214

see also British Airways; Virgin Atlantic Aldi Stores 37, 121-2, 128, 129 Alfa Laval 78 Allied Breweries 3, 276, 285 Allied-Lyons see Ballentine's American Express 259, 296 Amstrad 153-9, 327

financial performance 155, 157, 158 product life-cycles 154, 15 5 product portfolios 155, 156

Anderson, M. J. 355 Andrews, K. 351 Andrex 103-7, 326 Ansoff, H. 25, 338, 352

matrix 26, 27, 310 product-market growth model 25-8,

92-3, 296 see also gap analysis

Ansplan 338, 356 Apple 163 Aquascutum 305 Ardrox range 267-8

Argenti, J. 180, 355 Argos 208-11, 328 Argyll 171 Associated Marketing Services AG 171 Astra 112 Astral 289 attacking the market leader 144-52, 278,

332-3 Amstrad's attack on IBM 153-9 competitive strategy directions 149-50 industry conditions 146-8 Japanese strategic marketing approach

150-2 strategic principles 145-6 Virgin Atlantic 234-7

attitudes competitors' 216 staff 164

attractiveness-competitive position models 21-4

Austen, Patrick 239 Avon 259

backhoe market 97-8 see also JCB

Ballentine's 186-8, 328 Balmain 246 banking industry 11 7 bargaining power

consumers 131 distributors 227 suppliers 130

Barlo 56, 57 Bart, C. K. 26, 28, 31, 42, 351 BAT Industries 27, 208, 210 Bayer 133, 135 BCG matrix see Boston box/matrix BCL 73, 134 Berman, B. 355 Bernard Matthews see Matthews, Bernard Best, R. 356 Betacom 165 blenders, local 226-7, 231 Bloom, P. N. 73, 352 Blue Circle Industries 53, 54, 58, 71

see also Myson Radiators

BMW 183 board games 290

see also Trivial Pursuit BOC 73, 84, 90, 181 Bonoma, T.V. 160, 354 Boston box/matrix 19-20

Bernard Matthews 175, 176 Derwent Valley Foods 292 Spanish spirit market 187 Thorntons 316-17

Boston Consulting Group (BCG) 351 experience curve 14-15, 16 growth-share portfolio model 18-21

Boston Strategic Planning Institute 29 boutiques 305 Bowater Scott 146 brand development planning 79-80 brand image 183

declining 184 brand loyalty 15 5 Brandaid model 3 38 branding 76, 82

Andrex 103-7 multibrand strategies 80-1 pet food market 79 policies 76-9 radiators 68 strategies 81-2

brandy 187 Branson, Richard 183, 234, 235, 236,

237 Brent Chemicals International (BCI)

266-74, 330 clear focused strategy 268-72 expansion by acquisition 273 historical background 266-8 internal development 273 Pan-European structure 269-72 performance 1992-3 recession 1991-2 way ahead 272-4

British Airways 50, 162-3 unbundling 215 value chain 214 Virgin Atlantic's challenge to 183, 234,

236 British Home Stores (BHS) 196, 305 British Leyland 18 British Midland 183 British Telecom 10, 37, 38, 334

cross subsidy 86 intangibility of services 115-16 monopoly dominance 73, 75 staff attitudes 164

Index 359

Brown, L. R. 352, 355 Brownlie, D. T. 40, 42, 351

growth-share portfolio model 19-20 PIMS model 31 product life-cycle 12 product-market growth model 26, 27,

28 Bruce, David 282-3, 285 BTR 238, 239 budget, marketing 276-7 Budget car rentals 38, 47, 260 building industry 214 bundling 215 Burroughs 162 Burt, S. 123, 126, 353 Burton Group 202, 209, 304, 308 business executives' books 343 Buzzell, R. D. 35 L 352, 356

Cadbury 39, 78, 316 Cadbury-Schweppes 37 cannibalisation of own business 84 capacity 138, 228 capital investment 164-5 car manufacturing industry 151-2, 183,

262 car rental market 38 case analysis

guidelines for students 343-4, 347 preparing 345-6 and strategy evaluation 340

case discussions 347-8 case studies, using 340-8

benefits of 344-5 learning from 344-8 updating 341

'cash cow' products 19-20, 41, 42 Casino, Groupe 126, 171 Castlemaine lager 276 catalogue retailing 290, 210

see also Argos Cavanagh, R. E. 355 Cellopp market 38, 13 3-9, 329

depression 136-7 growth 1 3 7-8 prices 136-7, 138, 138-9 substitute materials 13 3-4 way ahead 139

Celsius 71 challengers, market 48, 322 Champagne 214 Chemical Systems Inc. 273 Chesterman Stores 210

360 Index

chocolate market 38, 39 Stollwerck AG 299-301 Thorntons pic 316-21

Civil Aviation Authority (CAA) 234 Clifford, D. K. 355 clothing retail market

late 1970s/early 1980s 302-4 market gap 305 see also Homes; Next; Selincourt

coatings and inks 266, 271 Coca Cola 26-7, 37, 76, 80, 281, 343 Cole, Dick 241, 247 Colgate-Palmolive 80 combination branding 77, 78 commodity position 42-5, 323, 324 commodity slide 13 compact radiators 62 company stories 343 competitive analysis 181-2, 331 competitive forces 33, 85-6 competitive position 45-50

attractiveness-competitive position models 21-4

dominance 39 identifying 160-1 improving 44 internal sources of advantage 50 loss of 322 market positioning 46 market structure and 37, 49 observations from European experience

331-2 paths to 44, 45, 46 product life-cycle and 40, 41, 42 strategic positions 323-4; changes in

324-30, 340-1; and generic strategies for competitive advantage 42-5; in the market 47-9

and strategies for attacking market leader 145

see also positioning; repositioning competitive turbulence 8 competitors

acquisition of 74 brand strategies 81-2 spawning 84 under-estimating capabilities of 336

compressed gas market 181 computer-based models 338-9 computers 153-9, 181, 209 concentration, retail 125, 126 conceptual analysis 5-6 Concord Fastener Industries Ltd 251, 256 confectionery market see chocolate

conflicts of opinion 336 consumer bargaining power 131 consumer-orientation 236-7 Cook, J. 356 Coors beer 277 corporate branding 76-7, 78 corporate collapse 180 corporate culture 69 corporate planning see strategic planning corporate positioning 160 cost leadership 189-212

Argos 208-12 competitive positioning 189-92 cost and 205 declining markets 89-90 generic strategies 42-5 industry structure models 35, 36 risks of 180 strategic issues in retailing 206-7

Costco 171 costs

and cost leadership 205 experience curve 14-18 and global competition 87 industry restructuring 216 management 206 structure of competitors' 184

Courtaulds 3 Courtelle 216, 218-20, 328 coverage

competitive position 4 7 vs focus 36-7, 90 generic strategies 42-5

Cowell, D. W. 353 Cranfield School of Management 338 credibility of promise 117 Crop Start 229 cross-effects 336 cross subsidy 86 culture, corporate 69 customers

access to financial services 213-14 The Independent newspaper 312-13 knowledge 119 profile of Homes' 193 unpaid agents 296

ewe 273

D'Abo, Jennifer 254, 257 Dacapo 300 Dan Air 237 Davidow, W. H. 351, 354, 355

costs 18, 205

sales force and distribution 166 technology 17, 147-8

Davidson, H. 343, 352, 355, 357 brand development planning 80 branding 78 niche position 258 offensive strategies 113

Davies, George 302, 306, 307, 308, 310 Davies, R. L. 353 Dawson, J. A. 123, 126, 131, 353, 354 Day, G. S. 351, 352, 354, 356

decision support systems 338 evaluating strategies 333-4, 335 generic strategy options 23 life-cycle theory 8, 41, 43 market conditions 147 strategy direction 24 strategy formulation 4

De Chernatory, L. 352, 354 De benham Tewson and Chinnocks 121,

353 Debenhams 242 decision support systems 338-9 declining markets 88-96

JCB and Sitemaster 97-102 market leadership in 88-93, 95-6 profit improvement 93-5

defensive strategies 74, 181, 333 demand, changes in 224-5,227 Derwent Valley Foods Ltd 291-4, 330 Dickens & Jones 189 differentiation 44, 45, 323, 324

competitive positioning 189, 190 declining markets 89-90 generic strategies 42-5 ICI 223 industry structure models 35, 36 lack of in grocery retail 129 Myson Radiators 64-9 preserving 214 risks of 181

direct marketing 297 directional policy matrices 22

Myson Radiators 60-2 Thorntons 317, 318

discount stores 171 discussions, case 347-8 distinctive competences 59 distribution

European grocery market 12 7 Homes 195-6, 198-9 ICI 230-1 industry restructuring and 216 Myson Radiators 67-8

Index 361

niche specialists 296-7 Ratners group 142 regional brands 277, 278 relationships in a declining market

88-9 repositioning strategies and 166 Thorntons 319

distributor focus 91 distributor power 227 diversification 92-3

Thorntons 319-21 Dixcel 103, 105 Dixons 171 'dog' products 19-20, 41, 42 Domecq 186-7, 188 dominance

competitive position and 39 justifying 86 see also joint dominance; monopoly

dominance Dorothy Perkins chain 202, 244 Drapery Trust Ltd 242 Dreves, R. A. 355 Duke, R. C. 125, 353 Dunn, David 254 duopoly see joint dominance Durand, R. M. 355 Duro, R. 343, 357

early adopters 7, 9 Eastern Airlines 146 electronic funds transfer at point of sale

(EFTPOS) 206 electronic point-of-sale (EPOS) stock

control 142, 304 electronics 266, 270 Elizabeth Duke 208 end user focus 91 entry, market 134-5

threat of new entrants 124, 125-7 equal oligopoly 38, 49 Ericsson 163 Ernest Jones 142, 143 Euromonitor 128, 353, 354 European Retail Association 126, 171 evaluation of strategies see strategy

evaluation Evans, Harold 242, 244 Evans, J. R. 355 excellence, product I 08-12 Exmar 338 experience, customers and 116 experience curve 14-18

362 Index

exporting, approaches to 63-4 Extran 231

fads 10,11 Fahey, L. 151, 351, 354 family branding 76-7, 78 Farley, Graham 203 fashion 303

see also clothing retail market fashions, fads and 11 fast food market 140 Federation beer 275 Ferrero 39, 316 fertiliser market 183, 216, 222-3, 225

see also ICI Fertilisers Fidelity 15 5 Filigree Textiles Ltd 252, 255, 257 film materials see Cellopp market financial analysis, superficial 337 financial services 213-14 Firkin Pubs 282-5, 330 'First Cut' 229, 230 First Direct Bank 259 Fishbourne, Peter 209, 210 Fisons 216, 222, 222-3, 224, 225 flanking strategy 145, 179, 189-212,331,

332 Argos 208-12 competitive positioning 189-92 Homes 192-204 offensives 333 strategic issues in retailing 206-7

Fletcher, J. 130, 354 focus strategy 35

Brent Chemicals 268-72 coverage vs 36-7, 90 risks of 181

followers, market 4 7, 48 Ford cars 78 Fosters lager 3 7 fragmented market 49 Frank Cooper Oxford marmalade 277 Frank Usher chain 242, 245, 250, 255

Gale, B. T. 351, 352, 356 gap analysis 25-8

Bernard Matthews 173 newspapers 161, 312-13 women's clothing market 305

Garlaine 242, 251, 256 Gartner Pralines 319 Gateway 125-6, 216 Gatignon, H. 356 GEC Marconi 165

General Electric (GE) 338-9 Business Assessment Matrix 22

generic branding 77, 78-9 generic strategies 34-7, 5D-2, 323-4

risks of 180-1 and strategic position 42-5; changes in

strategic position 323-30 see also cost leadership; differentiation;

focus George, F. 128, 353 Girolami, Sir P. 109 Glaxo 108-12, 326

financial performance 108-9 segment identification 109-11

global competition 87 government businesses 87-8 government restrictions 206-7 Grattan 309, 310 Green Shield Stamps 167, 208 grocery market 120-32, 329

discount stores 171 European retailers 121-2, 123 intensification of rivalry 124, 127-31 slow growth 127-8 threat of new entrants 124, 125-7 UK multiples and Europe 122-4 'wheel theory' 204-5 see also Tesco

growth-share portfolio model 18-21 see also Boston box/matrix

guerrilla strategy 259-60 'guest beers' 284

Hamermesh, R. G. 355 Hammond, J. S. 160, 354 Harris, J. E. 355 Harris, (L.) chain 243 Hartley, R. F. 342, 355, 356 Harvard Business School 342 Hawkins, D. 356 Hebro 273 Heinz 21, 78, 79 Hendon, D. W. 342, 356 Hepworths 304, 306, 307, 308

see also Next high cost, high differentiation 51 high cost, low differentiation 51 high-tech electronics 262 Hills, C. M. 356 Hiram Walker see Ballentine's Hoechst 133, 135 Hoffman La Roche 109, 110 Honda 45, 151, 179 Hoover 22, 47

Horn Abbot 286 Hornes 192-204, 329

alternative solutions 196-7 buying policy 193 competition 196 customer profile 193 distribution policy 195-6, 198-9 life style marketing 197-201 1980s and beyond 201-4 pricing 195, 198 product and distribution 195 product planning 197-8 productrange 192-3 promotion 194, 198, 199, 200 scales organisation 194-5 situation in late 1974 192-6 store operations 200-1

IB~ 47,153,260,343 ice-cream market 93-5, 183 ICI 3, 78

Cellopp market 133, 135, 136, 137 ICI Fertilisers 87, 183, 216, 217, 221-33,

329 early 1980s 224-8; competitor activity

225-6; changes in demand 224-5; distributor power 227; gas contract 226; local blenders 226-7; seasonal demand 227

fertiliser market 222-3 historical perspective 221-2 imports 223, 231 recovery plan ( 1987-9) 228-32;

advertising 230; competitor activity 231; distribution 230-1; new products 229; packaging 230; production capacity 228; reorganisation 228; segmentation 229

strategic marketing plan for 1 990s 232-3

image brand 183, 184 service companies 116 store 189-90

Imhoff, Hans 299, 300, 300-1 Imigran 112 Independent, The 312-15, 330 Independent on Sunday 315 individual branding 77, 78-9 industrial metal finishing 266, 270-1 industry conditions 146-52, 212

competitive 147 competitive strategy directions 149-50

Index 363

Japanese approach 150-2 market 146-7 technology 147-8

industry expectations 90-1 industry growth 127-8 industry restructuring 215-16 industry structure models 32-40

cost leadership vs differentiation 36 coverage vs focus 36-7 limitations 40 market structure and competitive

position 3 7-9 Porter model 33-5 practical significance 40 sustainable competitive advantage 37

infiltration strategies 260-5 and competitor types 279, 281

information, market 264 inks and coatings 266, 271 innovativeness 298 innovators

customers 7, 9 firms 47, 104

intangibility of services 115-16 integrated marketing strategy 264-5 intensification of rivalry 124, 127-31 interdependent markets 87 internal marketing 166 internal sources of competitive advantage

50 investment 72-3

J&B Rare whisky 186, 188 Jacqmar pic 252, 256 Jaeger 305 Jain, S. C. 342, 356 James, D. L. 355 Japan

car manufacturers 44, 45, 151-2 GDP and population 120 strategic marketing approach 150-2

Jatusripitak, S. 151. 351. 354 JCB 84, 97-102, 325

decline of backhoe market 97-8 relaunch as Sitemaster 98-9 success 99-100

Jeff Cooper 250 jewellery 140

see also Ratners Johnny Walker Whisky 186 joint dominance (duopoly) 37, 38, 39,

331 competitive position 331-2 market share positions 49

364 Index

Keen, P. G. W. 338, 356 and third force 183 see also low-cost, low differentiation

joint marketing 297 Jones, David 310

Kalle 135 Keen, P. G. W. 338, 356 Kellogg 274 Kemiro Oy 225, 231, 233 Kendall's chain 302, 306, 308 Kenner Parker 286, 287-8 Killen, V. 122, 353 Kimberly Clark 78, 83, 104, 146, 163 King, Lord 50 Kleenex 47, 78, 83, 103, 104, 105 Knee, D. 190, 205, 355 Knox, S. 120 Komatsu 101 Kotler, P. 73, 150, 151, 351, 352, 354 Kraus, Franz 300 Kwik-Save 205, 274

labelling, private 92 laggards 7, 9 Laker, F. 235 language 270 Larreche, J. C. 356 leadership see cost leadership; market

leadership Lees, R. 122, 353 Legacy 239, 240 Leighton, Lionel 245, 246, 246-7 Leslie Davis shops 143 Levi Strauss 161 Levitt, T. 120 life style marketing 197-20 I life-cycle analysis 296

see also product life-cycle 'Linda Leigh' 2 51 Linear 209 Link, P. L. 355 Little, J. D. C. 356 location 191, 206, 220 Lorenzo, Frank 146 Losee 112 Lovelock, C. H. ll6, 353 low cost, high differentiation strategies

51, 72-ll2 Andrex 103-7 Glaxo 108-12 JCB 97-102 mature/declining markets 88-96

maximising market potential and profit 83-8

multibrand strategies 76-82 low cost, low differentiation strategies 51,

113-78 Amstrad 15 3-9 attacking the market leader 144-52 Bernard Matthews I 73-8 European Cellopp market 133-9 European grocery market 120-32 market leadership in service industries

115-19 offensive strategies 113-14 Ratners Group 140-4 repositioning for leadership 159-66 Tesco 167-72

low-cost position 51, 323, 324 low surface temperature (LST) radiators

62, 63, 71 Lubatkin, M 6, 351

MacDougall of Scotland 245, 245-6, 247, 252

Maclaurin, Sir I. 122, 353 Magrath, A. J. 117, 353 mainstream positioning 262-3, 276 Mario, Dr Ernest Ill market analysis, lack of 334-5 market challengers 48, 322 market comparisons 341 market conditions 146-7 market entry see entry market expansion/extension 83

Derwent Valley Foods 293 Firkin Pubs 283-5 regional brands 274-81 Thorntons 319 Trivial Pursuit 287-8

market expectations 91 market followers 4 7, 48 market gap see gap analysis market information 264 market leadership 48, 322, 331

attack on see attacking the market leader competitive position 331-2 mature and declining markets 88-9,

95-6 market penetration

Derwent Valley Foods 293 vs diversification 92-3 Glaxo and Zantac IIO, Ill strategies for rapid 261, 280, 281 Trivial Pursuit 286

market perceptions 89

market position see competitive position; positioning

market potential, maximising 83-8 market segmentation see segmentation market share 43

growth-share portfolio model 18-21 and market structure 49 Myson Radiators 56 objectives in expansion 277 and profitability 72 protecting 85

market specialists 48 see also niche marketing

market structure 3 7-9 competitive 144-6, 147 and market share 49 protecting 8 5 restructuring to break monopolistic

competition 212-l 7 marketing budget 276-7 marketing effort 336 marketing mix

Bernard Matthews 175-6 Courtelle 218-20 The Independent 313-15 services 116-17, 118 Tesco 167, 168

marketing practices, justifying 86 marketing review 59-60 marketing strategy simulation games 339 Marks, R. B. 355 Marks and Spencer 85,122, 19L 196,

220,317 Next's threat to 308 Selincourt 244, 245, 249

Markstrat 339 Mars 73

chocolate market 38, 39, 316 ice cream 93-5, 147, 183 Pedigree Petfoods 75, 79

mass marketing 92 Matthews, Bernard 114, 173-8, 327

development strategy 174-5 financial performance 178 marketing plan 175-6

mature markets 88-96 challenger strategies 150 leadership in 88-93, 95-6 profit improvement 93-5

McDonald, M. H. B. 5, 13, 351, 352 McDonald's 37, 140, l9L 260

path to competitive position 45, 46 Mcivor, J. J. 356 McKenna, R. 160, 354

Index 365

Meenaghan, A. l 0-ll, 3 51 men~s clothing market 302, 304 Mercedes Benz 37, 183 Merck 110, Ill Mercury 38 Milka 299, 300 Mintz, Louis 242, 243, 245 Mobil Plastics Inc. 133, 134-5, 135, 136 modification of products 62-3 momentum, loss of 322 Mondi 251, 256 Monopolies and Mergers Commission

(MMC) 233, 284 monopolistic competition, breaking

212-17 monopoly dominance 37, 38, 39

market structure and share 49 protecting 85

Montedison 133 Moore, Dudley 171 Moplefan 135 MORI 128, 315, 353 Morton, M.S. S. 338, 356 Moss, Chris 236 motorcycle industry 152 multibrand strategies 76-82 Murdoch, Rupert 215 Murray, John 257 Musannit Y. 128, 353 Myson Radiators 53-7L 325

competitor analysis 56-8 corporate culture 69 differentiation 64-9 distinctive competences 59 European expansion 71 financial performance 58 marketing review 59-60 mission statement 59 new product development 62-4, 71 product/market strategy analysis 60-2 radiator manufacture 53-4 radiator market 54-6 SWOT analysis 69, 70

NCR 213-14 Neatawear 242 Nestle 39, 74, 321 new product development see product

development New York Air 146 newspapers

The Independent 312-15 industry restructuring 215-16 market gap analysis l6L 162, 312-13

366 Index

Next 295, 302-11, 330 early success 307-8 expansion 308-1 0 financial performance 307, 308, 309,

310--11 market gap 305 marketing mix 306-7 retail clothing in late 1970s/early 1980s

302-4 niche marketing 45, 145, 258-321, 323,

324, 331 and big budget competitors 294-8 characteristics 258-9 competitive position 332 Derwent Valley Foods 291-4 Europeanising BCI 266-74 expanding regional brands 274-81 Firkin Pubs 282-5 guerrilla strategies 259-60 infiltration strategies 260--5 The Independent 312-15 maximising returns from limited

resources 296-7 Next 302-11 offensive strategies 333 San Serif and Trivial Pursuit 286-90 Stollwerck AG 299-301 Thorntons pic 316-21

Nicolson, Sir D. 247, 249, 253-4, 254 'Nitram' 223, 230, 231 non-price competition 86 Norsk Hydro 87, 183,216, 225,231, 233 Nouvelle de Confiserie, La 319

Observer 315 OECD 120, 353 offensive strategies 74, 113-14, 145,

332-3 Ogbanna, E. 353 oil companies 206 oligopoly 37-9

equal 38, 49 oligopoly dominance 38 Oliver, T. 343, 355, 356 Olivetti 153 options analysis/evaluation 343 oriented polypropylene film (OPP) see

Cellopp over the counter (OTC) market 112 own brands 92

packaging 68, 224-5, 230 Palfreyman, Ronald 244-5 Parigi 251

Pears brand 274 Pedigree Petfoods 75, 79 penetration see market pentration Pepcid 110 personal computer market 153-9, 181 personal digital assistants 159 Pessemier, E. A. 355 pet food market 75, 79 Phileas Fogg brand 291. 292, 294 Pick, Dennis 245, 246 PIMS (Profit Impact of Market Strategies)

6, 40--l, 72, 337 strategy experience model 28-32

Pitts, M. 6, 351 planning

brand development planning 79-80 product 197-8 strategic see strategic planning

planning gap see gap analysis politics 87 pooled business experience 337-8 Porter, M. E. 131,351, 352,353,354, 355

foreign competition 129 industry structure model 32, 33-5, 124 Porter matrix 35, 51; Bernard

Matthews 174, 175; Thorntons 317, 318

positioning 159 'stuck in the middle' 180 sustainable competitive advantage 145-6

portfolio models 18-21. 40-2, 43 see also Boston box/matrix

position see competitive position positioning 46, 88

as a major force 179-257; Argos 208-12; Ballentine's 186-8; Courtelle 218-20; creating a third force 183-5; European fertiliser industry 221-33; flanking strategy and cost leadership 189-92; Homes 192-204; market structuring to break monopolistic competition 212-17; Pretty Polly 238-40; risks of generic strategies 180--l; Selincourt 241-57; strategic issues in retailing 206-7; strategies 179-80; Virgin Atlantic Airways 234-7

niche competitors 295 regional brands 276 repositioning see repositioning stages of 160 wheel of retailing 204-5 see also competitive position

pre-press printing services 266, 272

Pretty Polly 217, 238-40, 328 price /pricing

Andrex 105-6 Bernard Matthews 175-6 Cellopp market 136-7, 138, 138-9 Courtelle 218 dominant leaders 86 experience curve 15-18 fertilisers 222, 227 Homes 195, 198 The Independent 3 14 market skimming strategy 262 Myson Radiators 66 pincer concept 148, 149 repositioning 184 sensitivity 206 women's clothing market 303

Principles 308 private branding 77, 78-9 private labelling 92 'problem children' products 19-20, 4L 42 problem definition 343, 346-7 Procter and Gamble 76, 85-6 product development

Bernard Matthews 177 Courtelle 218 Derwent Valley Foods 293-4 fertiliser industry 229 The Independent 313-14, 315 Myson Radiators 62-4, 71 Thorntons 319 Trivial Pursuit 287

product differentiation see differentiation product excellence 108-12 product life-cycle 7-14, 40-2, 43

Amstrad 154, 155 and brand development planning 79-80 and competitive position 40, 4L 42 concept 7-8 industry conditions 146-7 JCB 99 limitations to application 12 practical significance 12-14 strategic implications 8-10 Trivial Pursuit 286-7

product-market growth model 25-8 see also gap analysis

product modification 62-3 product planning 197-8 product portfolios

Amstrad 155, 156 Bernard Matthews 175 Derwent Valley Foods 292 growth-share portfolio model 18-21

Homes 192-3, 195 product positioning 160

see also positioning

Index 367

product proliferation 74, 119 product/service delivery system 264 production capacity 138, 228 productivity 35, 93 profit/profitability 49

competitors' priorities 184 declining markets 93-5 market leader 83-8, 88 market share and 72

project management groups 214 proliferation of products 74, 119 promise, credibility of 117 promotion

Andrex 105 Bernard Matthews 176 Courtelle 220 Homes 194, 198, 199, 200 The Independent 314 Myson Radiators 67 see also advertising

public expectations 90-1 publicity 297 'pull' strategy 92 'push' strategy 9L 296-7

quality, price and 303 quality control 117, 276 'question mark' products 19-20, 4L 42

radiators manufacture 53-4 market 54-6 see also Myson Radiators

Rana, J. 354 range branding 76-7, 78 Ratner, Gerald 140, 142, 142-3, 143 Ratners Group pic 140-4, 208, 326 referrals 116 refresher courses 341 regenerated cellulose film (RCF) 133,

134, 135, 136 regional brands 274-85

alternative penetration strategies 279, 280, 281

danger of rapid expansion 277 expansion options 275 Firkin Pubs 282-5 regional markets and 274 risks 277-81 strategic issues 276-7 success factors 274-5

368 Index

repositioning Argos 208-9 competitors 180 dangers of 191-2 for leadership 160-6; strategies

162-4; strategy implementation 164-6 see also Matthews (Bernard); Tesco

mainstream 184 price 184 Virgin Atlantic 235

retailing strategic issues 206-7 wheel theory of 204-5

Rexona 274 Richards (E&A) Ltd 250, 255 Ries, A. 343, 352, 354, 355, 357

guerrilla warfare 260 strategies 74, 114, 145

rivalry, intensification of 124, 127-31 Rodgers, F. G. 343, 356 Rolls Royce 266 Rowntree 39, 74, 316, 321

Sainsburys 122, 167, 168, 274 sales force 66-7, 166 Salmon. W. J. 353 Saluki Fur Fabrics 251-2, 255, 257 Samuel (H) 142, 143 San Serif Print Promotions 286-90 Sara Lee Corporation 238, 239 Savar 177 scale economies 125-7 Scott see Andrex Sealed Air 84 Sears 204, 209 segmentation 164, 191, 207

Argos 208 ICI Fertilisers 229 price pincer concept 148, 149 Ratner Group 140-2

Select 319 selectivity 295 Selincourt 217,241-57,329

activities and companies 250-2 'big years' 1976-9 245-6 collapse 246-7 divestments 255, 257 expansion by acquisition 242-3 1982-4 247-50 1984 252-3 1985-6 253-4 Palfreyman years 244-5 recent performance 255-7

reorganisation 1963-9 243-4 Stormgard takeover 254-5

Serif Cowells 290 service delivery 165, 264 service industries 115-19 Shaw, S. A. 354 Shell Chemical Company 22, 133 Sheth, J. N. 342, 356 Shoebridge, N. 354, 355 Shoppers' World 209 Shorko 134, 135, 136 simulation games 339 Sinclair 15 5 Sitemaster. JCB 97-102 situation analysis 343 Smith (W. H.) 3 Smith Kline and French (SKF) 78, 109,

Ill Sogeco 319 Spain 186-8 specialists, market 48

see also niche marketing Sperry 163 Spillers Foods 79 sponsorships, local 297 spreadsheets 83 Sprengel 299, 300 Srinivasan, V. 356 staff attitudes 164 Stakis 283-5 standards II 7 Star. S. H. 342, 356 'star' products 19-20, 42 Stelrad 56, 56-7, 64 Stenson, John 203-4 Stollweck AG 299-301. 328 store image 189-90 store operations 200-1 Stormgard 254, 255-7 strategic analysis 7-40

Ansoff's product-market growth model 25-8

attractiveness-competitive position models 21-4

experience curve 14-18 growth-share portfolio model 18-21 industry structure models and

competitive strategy 32-40 integration of concepts and models

40-5 Myson Radiators 60-2 product life-cycle 7-14 strategy experience models 28-32

Strategic Business Units (SBUs) 5

strategic directions 324 strategic marketing decision support

systems 338-9 strategic planning process 2-6

steps in process 3-5. 6 strategic position see competitive position strategy evaluation 333-9

case analysis and 340 formalised systems 3 3 3-4 future developments 337-9 practical issues 334-7

strategy experience models 28-32 strategy principles 332-3 strategy sequences 322-3, 340 Stratport 3 38 substitutes

materials in Cellopp market 133-4 threat of 130-1

Suchard 39, 299, 321 Sugar, Alan 159 Sultan, R. G. M. 352 Sumitomo 101 supermarkets 204-5

see also grocery market; Tesco supplier bargaining power 130 sustainable competitive advantage 37,

145...:.6, 180, 184-5 SWOT analysis

Bernard Matthews 174 Courtelle 219 Firkin Pubs 283, 284 Myson Radiators 69, 70

Tagamet 109, 111, 112 'Tapas' 291, 292, 294 target marketing 92 taste 278-81 Taylor Merrymade Ltd 250-l, 256, 257 technology 119, 290

financial services 213-14 industry conditions 147-8 niche competitors 297 retailing 206

telecommunications market 38 telephone sales 214 telex 8-10, 89-90 Tengelmann 129 Terry's 142 Tesco 122, 163-4, 167-72, 327

repositioning 16 7-71 Tetley Bitter 274, 276 Texas Air Corporation 146 Texas Instruments 17 Thermopanel AB 71

third force, creating 183-5 Ballentine's 186-8

Thompson. K. 120 Thorn EMI 53

Index 369

Thorntons plc 298, 316-21, 330 Tiamo 300 TNT 116 toilet tissue market 103-7 Tompkins. Richard 208 'toothpaste technology' 17, 148 Top-Man 304 Top-Shop 202. 304 Toyota 45, 151, 179 traditional retailers 305 Treadgold, A. 354 Tricosa 245, 247, 251, 253 Trivial Pursuit 276-7, 286-90, 330 Trout. J. 343, 352, 354, 355, 357

guerrilla warfare 260 strategies 74, 114, 145

TSB 213 turkey industry see Matthews, Bernard 'Turn Out' 229, 230 Turnbull, P. W. 10-11, 351

UBS-Phillips and Drew 353 UKF 225, 231 umbrella branding 77, 78 unbundling 215 Unilever 21, 78, 80 Unisys 163 United Biscuits 294 United States of America (USA) 120, 122 unpaid agents 296 up-market shops 305 Urban, G. L. 342, 356 urea 225, 231

vacuum cleaners 22-3 value chain 34, 212-14 Vander Ster, W. 121, 353 Vendax International 129 Verdict Research 127, 353 VictorValue 171 video hire shops 10 Virgin Atlantic Airways 183,217,234-7,

325 Volvo 296

Walker (J.H.) Ltd 251-2, 255, 257 Walls 78, 147 Wal-Mart 191-2 Walters, D. 190, 205, 355 warehouse clubs 171

370 Index

Warmastyle 56, 57 Wasson, C. R. 8, 146, 351. 352, 354 Watches of Switzerland 142, 143 Weitz, B. A. 12,351 Wensley, R. 12, 351 whisky market 186-8 Whitaker, J. 354 Whittam Smith, Andreas 312, 314 Willis, G. 356 Wincanton Transport 21 5

Wolff 135 women's clothing market 302, 303 Woolworths 161. 189, 209

Xerox 46, 47

Zales 142, 143 Zantac 108-12 Zofran 112