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Transcript of Marketing Strategies
![Page 1: Marketing Strategies](https://reader033.fdocuments.in/reader033/viewer/2022061116/54667cedb4af9f012b8b47c1/html5/thumbnails/1.jpg)
Imran S. Malik
Strategic ManagementConcepts & Cases
Strategies in Action
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Imran S. Malik
Comprehensive Strategic Management ModelComprehensive Strategic Management Model
Vision &
Mission Statements
ExternalAudit
InternalAudit
Strategies In
Action
Generate,Evaluate,
SelectStrategies
ImplementStrategies:
Mgmt Issues
ImplementStrategies:Marketing,Fin/Acct,R&D, CIS
Measure &Evaluate
Performance
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Imran S. Malik
“Planning. Doing things today to make us better tomorrow. Because the future belongs to those who make the hard decisions today.”
—Eaton Corporation—
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Imran S. Malik
“If you don’t invest for the long term, there is no short term.”
—George David—
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Imran S. Malik
“Innovate or evaporate. Particularly in technology-driven businesses, nothing quite recedes like success.”
—Bill Saporito—
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Imran S. Malik
Companies embrace strategic planning.
• Quest for higher revenues and profits
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Imran S. Malik
Long-Term Objectives:Long-Term Objectives:
• Results expected from pursuing certain strategies Tme frame —2 to 5 years
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Imran S. Malik
Nature of Long-Term ObjectivesNature of Long-Term Objectives
QuantitativeMeasurableRealisticUnderstandableChallengingHierarchicalObtainableCongruent among organizational units
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Imran S. Malik
Nature of Long-Term Objectives Nature of Long-Term Objectives (Cont’d)(Cont’d)
Objectives are associated with a time line and stated in terms:• Growth in assets• Growth in sales• Profitability• Market share• Diversification• Integration• EPS• Social responsibility
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Imran S. Malik
Nature of Long-Term Objectives Nature of Long-Term Objectives (Cont’d)(Cont’d)
Objectives are the basis for:
• Designing jobs• Organizing activities• Providing direction• Organizational synergy• Standards for evaluation
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Imran S. Malik
Nature of Long-Term Objectives (Cont’d)Nature of Long-Term Objectives (Cont’d)
Strategists should avoid:
• Managing by extrapolation“If it ain’t broke, don’t fix it.”
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Imran S. Malik
Nature of Long-Term Objectives (Cont’d)Nature of Long-Term Objectives (Cont’d)
Strategists should avoid:
• Managing by crisis:Reactive vs. proactive
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Imran S. Malik
Nature of Long-Term Objectives (Cont’d)Nature of Long-Term Objectives (Cont’d)
Strategists should avoid:
• Managing by subjectives:Mystery approach to decision making
Subordinates are left to figure out what is happening and why
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Imran S. Malik
Nature of Long-Term Objectives (Cont’d)Nature of Long-Term Objectives (Cont’d)
Strategists should avoid:
• Managing by hope:Good times are just around the
corner
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Imran S. Malik
Strategies in ActionStrategies in Action
Vertical Integration StrategiesVertical Integration Strategies
• Forward integration• Backward integration• Horizontal integration
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Imran S. Malik
Strategies in ActionStrategies in Action
DefinedDefined
• Gaining ownership or increased control over distributors or retailers
ExampleExample
• General Motors is acquiring 10% of its dealers.
Forward Forward IntegrationIntegration
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Imran S. Malik
Strategies in ActionStrategies in Action
Guidelines for Forward IntegrationGuidelines for Forward Integration
Present distributors are expensive, unreliable, or incapable of meeting firm’s needs
Availability of quality distributors is limited When firm competes in an industry that is
expected to grow markedly Advantages of stable production are high Present distributor have high profit margins
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Imran S. Malik
Strategies in ActionStrategies in Action
DefinedDefined
• Seeking ownership or increased control of a firm’s suppliers
ExampleExample
• Motel 8 acquired a furniture manufacturer.
Backward Backward IntegrationIntegration
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Imran S. Malik
Strategies in ActionStrategies in Action
Guidelines for Backward IntegrationGuidelines for Backward Integration
When present suppliers are expensive, unreliable, or incapable of meeting needs
Number of suppliers is small and number of competitors large
High growth in industry sector Firm has both capital and human resources to
manage new business Advantages of stable prices are important Present supplies have high profit margins
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Imran S. Malik
Strategies in ActionStrategies in Action
DefinedDefined
• Seeking ownership or increased control over competitors
ExampleExample
• Hilton recently acquired Promus.
Horizontal Horizontal IntegrationIntegration
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Imran S. Malik
Strategies in ActionStrategies in Action
Guidelines for Horizontal IntegrationGuidelines for Horizontal Integration
Firm can gain monopolistic characteristics without being challenged by federal government
Competes in growing industry Increased economies of scale provide major
competitive advantages Faltering due to lack of managerial expertise
or need for particular resources
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Imran S. Malik
Strategies in ActionStrategies in Action
Intensive StrategiesIntensive Strategies
• Market penetration• Market development• Product development
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Imran S. Malik
Strategies in ActionStrategies in Action
DefinedDefined
• Seeking increased market share for present products or services in present markets through greater marketing efforts
ExampleExample
• Ameritrade, the on-line broker, tripled its annual advertising expenditures to $200 million to convince people they can make their own investment decisions.
Market Market PenetrationPenetration
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Imran S. Malik
Strategies in ActionStrategies in Action
Guidelines for Market PenetrationGuidelines for Market Penetration
Current markets not saturated Usage rate of present customers can be
increased significantly Market shares of competitors declining while
total industry sales increasing Increased economies of scale provide major
competitive advantages
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Imran S. Malik
Strategies in ActionStrategies in Action
DefinedDefined
• Introducing present products or services into new geographic area
ExampleExample
• Britain’s leading supplier of buses, Henlys PLC, acquires Blue Bird Corp. North America’s leading school bus maker.
Market Market DevelopmenDevelopmen
tt
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Imran S. Malik
Strategies in ActionStrategies in Action
Guidelines for Market DevelopmentGuidelines for Market Development
New channels of distribution that are reliable, inexpensive, and good quality
Firm is very successful at what it does Untapped or unsaturated markets Capital and human resources necessary to
manage expanded operations Excess production capacity Basic industry rapidly becoming global
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Imran S. Malik
Strategies in ActionStrategies in Action
DefinedDefined
• Seeking increased sales by improving present products or services or developing new ones
ExampleExample
• Apple developed the G4 chip that runs at 500 megahertz.
Product Product DevelopmenDevelopmen
tt
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Imran S. Malik
Strategies in ActionStrategies in Action
Guidelines for Product DevelopmentGuidelines for Product Development
Products in maturity stage of life cycle Competes in industry characterized by rapid
technological developments Major competitors offer better-quality
products at comparable prices Compete in high-growth industry Strong research and development capabilities
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Imran S. Malik
Strategies in ActionStrategies in Action
Diversification StrategiesDiversification Strategies
• Concentric diversification• Conglomerate diversification• Horizontal diversification
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Imran S. Malik
Strategies in ActionStrategies in Action
DefinedDefined
• Adding new, but related, products or services
ExampleExample
• National Westminister Bank PLC in Britain bought the leading British insurance company, Legal & General Group PLC.
Concentric Concentric DiversificatiDiversificati
onon
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Imran S. Malik
Strategies in ActionStrategies in Action
Guidelines for Concentric DiversificationGuidelines for Concentric Diversification
Competes in no- or slow-growth industry Adding new & related products increases
sales of current products New & related products offered at competitive
prices Current products are in decline stage of the
product life cycle Strong management team
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Imran S. Malik
Strategies in ActionStrategies in Action
DefinedDefined
• Adding new, unrelated products or services
ExampleExample
• H&R Block, the top tax preparation agency, said it will buy discount stock brokerage Olde Financial for $850 million in cash.
Conglomerate Conglomerate DiversificatiDiversificati
onon
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Imran S. Malik
Strategies in ActionStrategies in Action
Guidelines for Conglomerate DiversificationGuidelines for Conglomerate Diversification
Declining annual sales and profits Capital and managerial talent to compete
successfully in a new industry Financial synergy between the acquired and
acquiring firms Exiting markets for present products are
saturated
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Imran S. Malik
Strategies in ActionStrategies in Action
DefinedDefined
• Adding new, unrelated products or services for present customers
ExampleExample
• The New York Yankees baseball team are merging with the New Jersey Nets basketball team.
Horizontal Horizontal DiversificatiDiversificati
onon
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Imran S. Malik
Strategies in ActionStrategies in Action
Guidelines for Horizontal DiversificationGuidelines for Horizontal Diversification
Revenues from current products/services would increase significantly by adding the new unrelated products
Highly competitive and/or no-growth industry w/low margins and returns
Present distribution channels can be used to market new products to current customers
New products have counter cyclical sales patterns compared to existing products
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Imran S. Malik
Strategies in ActionStrategies in Action
Defensive StrategiesDefensive Strategies
• Joint venture• Retrenchment• Divestiture• Liquidation
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Imran S. Malik
Strategies in ActionStrategies in Action
DefinedDefined
• Two or more sponsoring firms forming a separate organization for cooperative purposes
ExampleExample
• Lucent Technologies and Philips Electronic NV formed Philips Consumer Communications to make and sell telephones.
Joint VentureJoint Venture
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Imran S. Malik
Strategies in ActionStrategies in Action
Guidelines for Joint VentureGuidelines for Joint Venture
Combination of privately held and publicly held can be synergistically combined
Domestic forms joint venture with foreign firm, can obtain local management to reduce certain risks
Distinctive competencies of two or more firms are complementary
Overwhelming resources and risks where project is potentially very profitable (e.g., Alaska pipeline)
Two or more smaller firms have trouble competing with larger firm
A need exists to introduce a new technology quickly
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Imran S. Malik
Strategies in ActionStrategies in Action
DefinedDefined
• Regrouping through cost and asset reduction to reverse declining sales and profit
ExampleExample
• Singer, the sewing machine company, declared bankruptcy.
RetrenchmenRetrenchmentt
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Imran S. Malik
Strategies in ActionStrategies in Action
Guidelines for RetrenchmentGuidelines for Retrenchment
Firm has failed to meet its objectives and goals consistently over time but has distinctive competencies
Firm is one of the weaker competitors Inefficiency, low profitability, poor employee
morale, and pressure from stockholders to improve performance.
When an organization’s strategic managers have failed
Very quick growth to large organization where a major internal reorganization is needed.
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Imran S. Malik
Strategies in ActionStrategies in Action
DefinedDefined
• Selling a division or part of an organization
ExampleExample
• Harcourt General, the large US publisher, is selling its Neiman Marcus division.
DivestitureDivestiture
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Imran S. Malik
Strategies in ActionStrategies in Action
Guidelines for DivestitureGuidelines for Divestiture
When firm has pursued retrenchment but failed to attain needed improvements
When a division needs more resources than the firm can provide
When a division is responsible for the firm’s overall poor performance
When a division is a misfit with the organization When a large amount of cash is needed and
cannot be obtained from other sources.
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Imran S. Malik
Strategies in ActionStrategies in Action
DefinedDefined
• Selling all of a company’s assets, in parts, for their tangible worth
ExampleExample
• Ribol sold all its assets and ceased business.
LiquidationLiquidation
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Imran S. Malik
Strategies in ActionStrategies in Action
Guidelines for LiquidationGuidelines for Liquidation
When both retrenchment and divestiture have been pursued unsuccessfully
If the only alternative is bankruptcy, liquidation is an orderly alternative
When stockholders can minimize their losses by selling the firm’s assets
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Imran S. Malik
Michael Porter’s Generic StrategiesMichael Porter’s Generic Strategies
Cost Leadership Strategies
Differentiation Strategies
Focus Strategies
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Imran S. Malik
Key Terms & ConceptsKey Terms & Concepts
• Acquisition• Backward integration• Bankruptcy• Combination strategy• Concentric
diversification• Conglomerate
diversification• Cooperative
arrangements• Cost leadership
• Differentiation• Diversification
strategies• Divestiture• Focus• Forward integration• Franchising• Generic strategies• Horizontal
diversification• Horizontal integration• Integration strategies
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Imran S. Malik
Key Terms & Concepts Key Terms & Concepts (Cont’d)(Cont’d)
• Intensive strategies• Joint venture• Leveraged buyout• Liquidation• Merchant banking• Market development• Market penetration
• Merger• Outsourcing• Product development• Retrenchment• Takeover• Vertical integration
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Imran S. Malik
Key Terms & Concepts Key Terms & Concepts (Cont’d)(Cont’d)
• Product and service planning
• Production/operations functions
• Profitability ratios• Research and
development
• Selling• Social responsibility• Staffing• Synergy• Test marketing
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Imran S. Malik