Push strategy induce intermediaries to carry products Pull strategy use advertising/promotion to persuade customers to ask intermediaries to carry products Demand chain network what solutions are customers looking for?
What Channel Member
The Internal Organization: Resources, Capabilities, and Core Competence
External and Internal Analyses
Ge n De mo eral gra phi c
By studying the external environment, firms identify what they might choose t
The External Environment: Opportunities, Threats, Industry Competition, and Competitor Analysis
The External Environment
ner De mo al g ra ph ic
ner urall a t Ge ulltur c ocu ciio Soc So
Industry Environment Threat of new entrants P
Introduction to Strategic Management
What is Strategy?
Strategy is the overall plan for deploying resources to establish a favorable position. Tactic is a scheme for a specific maneuver.
of strategic decisions
Expansion Adaptive Strategy:
Orientation toward growth
Expand, cut back, status quo? Concentrate within current industry, diversify into other industries? Growth and expa
WELCOME TO CAPSTONE BUSINESS SIMULATION
Professor Jeffrey E. McGee
The University of Texas at Arlington
Demonstrate effectiveness of multi-discipline Demonstrate teams working together. teams Use strategic thinking to an advantage. Test your b
RealPurchasingPower(2006) Nation U.S. China Japan India Germany Russia Brazil S.Korea Rank GrossDomesticProduct 1 $13.1trillion 2 $10.2trillion 3 $4.2trillion 4 $4.2trillion 5 $2.6trillion 9 $1.7trillion 10
World Population Growth Rate: 1950-2050
Gr owt h r at e (per cent ) Per
2.0 1.5 1.0 0.5 0.0 1950 1960 1970 1980 1990 2000 Year 2010 2020 2030 2040 2050
Source: U.S. Census Bureau, International Data Base 10-2002.
Birth Dearth Coming? Number of childre
Geographic Cultural and Ethnic Economic Conditions Age Values and Beliefs Knowledge and Awareness Buying Patterns Media Used
Customer Decision Making
Awareness set Inactive set Evoked set Variety seeking Impuls
Tangible Product soap, but customers still want it to be serviceable Tangible Product with Accompanying Services automobiles with repairs, warranties, GPS Hybrid why do customers select restaurants (food or service or both?) Major Service wi
Features or Benefits? You Decide
Robert Fulton: Sir, I have invented a boat that operates under water. Last week I tested it in the Seine and it submerged to a depth of 10 meters and sailed for 2 kilometers at a speed of 3 knots. It is operated by a hand-
Marketing Approach Defined -A marketing approach starts the planning process with the consumer, letting the consumers needs and wants guide the strategy of the organization.
With a marketing approach, participants in the long-range planning process, from
TEXACO racial discrimination $176 M TEXACO MERCURY FINANCE - overstating profit $ 2.2 B ADM price fixing $100 M GENETECH tying personal loan to business deal CEO loses job BANKERS TRUST - deliberately misled or deceived customers Dama
Customer Delivered Value
Psychic Energy Time Monetary Total
Image Personnel Services Product Total
Why Satisfaction Is Not Enough
your customers satisfied? How do you know? your customers be more satisfied?
are you doing
Ten Reasons Clients May Become Unhappy with your Service
The client is not happy with the quality of your work. Your service has failed to achieve the desired or expected result. You have performed poorly or have made a mistake. You behave unprofessiona
A Conversation With a Cheshire Cat
Alice: Cheshire Cat: Alice:
Where do all these roads go? Where do you want them to go? I dont know.
Cheshire Cat: Then it doesnt matter which road you take. Youll eventually arrive somewhere.
TEACHING THE ELEPHANTS TO DA
Brand Equity Brand
Strategic Brand Management
Design and implementation of marketing activities to build, measure, and mange brands to maximize their value Identify current brand position Plan/implement brand marketing Measure/interpret brand performance