strategy slides - 1 planning SBU SBU CorporateStrategy SBU...

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1 Basic Marketing Strategies—
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2 A basic model of strategic  planning Corporate Strategy SBU SBU SBU SBU Marketing
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3 Marketing Implications of  Strategic Planning w Define the Corporate Mission w Evaluate Environment (last lecture) w Set Organizational Goals and  Objectives w Establish the Business Portfolio w Grow the Business
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4 MISSION STATEMENT n Broad Statement of Purpose: n What is your organization’s mission  statement? n  Reason for existence n  Scope of services n  Current and potential customers  n  Areas of specialization/differentiation 
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5 Establishing the Structure of  the Business A PORTFOLIO APPROACH GOALS: 1.   Classify strategic business units (SBU) 2.  Maintain a “balanced” portfolio 3.  Allocation of resources 4.  Directions for growth 
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6 PORTFOLIO APPROACHES BCG MATRIX: Classify SBU on 2 variables: 1.  market attractiveness    2.  company strength  
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7 BCG MATRIX Stars Question Marks Cash Cows Dogs RELATIVE MARKET SHARE Market Growth Rate ?
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8 CRITIQUE OF BCG u LITTLE USE IN IDENTIFYING AREAS  OF FUTURE INVESTMENT u ONLY CONSIDERS CASH FLOW  RELATIONSHIPS BETWEEN  BUSINESSES u  TOO SIMPLISTIC
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9 Marketing Implications of  Business Level Strategies n How will the SBU compete to gain a  sustainable competitive advantage  within its industry: n What is the competitive domain/scope n Which market segments can it target n What needs can it satisfy n How can it distinguish itself from competition
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Creating Blue Oceans n Value Innovation n Relates to “purple cow” n Break from competition and crosses  market boundaries 10
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5 Trademarks of Blue Ocean  Strategy 1. Create uncontested market space 2. Make the competition irrelevant 3. Create and capture new demand 4. Break the value-cost trade-off 5. Align the whole system of firm’s  activities to pursue differentiation and low  cost 11
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12 Need to Decide on: 1) Positioning  -  The battle for the consumer’s mind n Position a product/service in the mind of  the consumer  n From the _______ perspective n Must be with respect to the _________ n Product differentiation is a goal
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13 Need to Determine: 2) Determinant and Defensive Attributes   n Differ from brand to brand n Are important to the consumer n 2% rule n Determinant versus defensive attributes  
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14 Need to Understand: 3) Segmentation and Targeting n What is segmentation?
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