bus490_w9_ch8 - BUS 490 Week 9: Implementing Strategies:...

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BUS 490 Week 9: Implementing Strategies: Marketing, Finance/Accounting, R&D, and MIS Issues Slide # Topic Narration Slide 1 Intro Welcome to Business Policy. This lesson will focus on implementing strategies in regards to marketing, finance or accounting, R-and-D, and MIS issues. Please go to slide # 2 Slide 2 Objectives Upon completion of this lesson you will be able to: Explain market segmentation and product positioning as strategy- implementation tools; Outline the procedures for determining the worth of a business; Explain why projected financial analysis is a central strategy- implementation tool; Explain how to evaluate the attractiveness of debt versus stock as a source of capital to implement strategies; Describe the nature and role of research and development in strategy implementation; and Explain how management information systems can determine the success of strategy-implementation efforts. Please go to slide # 3 Slide 3 Overview Strategies have no chance of being implemented successfully in organizations that do not market goods and services well, in firms that cannot raise needed working capital, in firms that produce technologically inferior products, or in firms that have a weak information system. This lesson examines marketing, finance and accounting, R-and-D, and management information systems, or MIS, issues that are central to effective strategy implementation. Please go to slide # 4 Slide 4 Marketing Issues Countless marketing variables affect the success or failure of strategy implementation. A marketing issue of increasing concern to consumers today is the extent to which companies can track individuals’ movements on the Internet. Two variables are of central importance to strategy implementation: market segmentation and product positioning. Let’s take a look at these two variables in closer detail. Market segmentation is the subdividing of a market into distinct subsets of customers according to needs and buying habits and it is
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widely used in implementing strategies. Market segmentation is important in strategy implementation for at least three major reasons. First, some strategies require increased sales through new markets and products. To implement these strategies successfully, new or improved market-segmentation approaches are required. Second, market segmentation allows a firm to operate with limited resources because mass production, mass distribution, and mass advertising are not required. Finally, market segmentation decisions directly affect marketing mix variables: product, place, promotion, and price. Evaluating potential market segments requires strategists to determine
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This note was uploaded on 03/07/2012 for the course FIN 534 taught by Professor Nalla during the Spring '08 term at Strayer.

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bus490_w9_ch8 - BUS 490 Week 9: Implementing Strategies:...

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