staretgic managemnt
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Transcript of staretgic managemnt
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
Imperatives for Market-Driven Strategy
Pivotal role of market-driven strategy in designing and implementing business/marketing strategies
Links between business/marketing strategy and corporate strategy
Challenges in the modern environment
1. Becoming market-oriented
2. Determining distinctive
capabilities
3. Types of capabilities
4. Creating value for customers
5. Becoming Market Driven
Achieving SuperiorPerformance
DeterminingDistinctive
Capabilities
CustomerValue/
CapabilitiesMatch
Becoming Market-Orientation
Becoming market-oriented (Superior Value
Creation)
Customer focus (Know your customers)
Competitor intelligence
Cross-functional coordination
Performance implications (empirical
support)
Information Acquisition
Cross-Functional Analysis of Information
Shared Diagnosis and Coordinated Action
Delivery of Superior Customer Value
“Capabilities are complex bundles of skills and accumulated knowledge, exercised through organizational processes, that enable firms to coordinate activities and make use of their assets.”
George S. Day, Journal of Marketing, October 1994, p.38.
Step 2: DETERMINING DISTINCTIVE CAPABILITIES
DesirableCapabilitiesDesirable
Capabilities
Applicable to Multiple
Competition Situations
Difficult toDuplicate
Superior to the Competition
Outside-In Processes(connects with the external environment to know customer requirement)
Inside-Out Processes(activities to satisfy customer value requirements)
Spanning Processes
Spanning Processes
Outside-In Processes
Inside-Out Processes
EXTERNAL EMPHASIS
INTERNAL EMPHASIS
Market sensing Customer linking Channel bonding Technology
monitoring
Customer order fulfillment
Pricing Purchasing Customer service
delivery New product/service
development Strategy development
Financial management Cost control Technology
development Integrated logistics Manufacturing/
transformation processes
Human resources management
Environment health and safety
Value Requirements
Distinctive Capabilities
Customer Value: Value for buyers consists of the benefits
less the costs resulting from the purchase of products.
Creating Value:“Customer value is the outcome of a process that begins with a business strategy anchored in a deep understanding of customer needs.”
Benefits Costs
CustomerValue
Monetary costs
Time
Psychic and physic costs
Product
Services
Employees
Image
Benefits
Costs(sacrifices)
Value(gain/loss)
Marketing sensing capabilities Customer linking capabilities Aligning structure and processes
Corporate, Business &
Marketing Strategy
CORPORATE STRATEGY
Deciding the Scopeand Purpose ofthe Business
Business Objectives
Actions and Resources for Achieving Objectives
Deciding corporate vision Objectives Resources Business Composition Structure, System & Processes
Business and marketing strategy relationships
Strategic marketing
MARKETING STRATEGY PROCESS
Markets,SegmentsAnd Value
Market-DrivenProgram
Development
Implementingand ManagingMarket-Driven
Strategy
DesigningMarket-Driven
Strategies
1. Markets, segments and customer value▪ Markets and competitive space▪ Strategic market segmentation▪ Strategic customer relationship management▪ Capabilities for continuous learning about
markets
▪ Market targeting and strategic positioning
▪ Strategic relationships
▪ Innovation and new product strategy
▪ Strategic brand management
▪ Value chain strategy
▪ Pricing strategy
▪ Promotion strategy
Designing market-driven organizations Marketing strategy implementation and
control
Escalating globalizationTechnology diversity and
uncertaintyThe Web 2.0Ethical behavior and corporate
social responsiveness