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Siemens AG has grown through new product innovation and strategic acquisitions
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Benchmarks
markets
Difficult to imitate
Tactical
Product features Promotion Merchandising
Pricing
Sales channels Service
at different levels
specific Business/Marketing.
VISION
To achieve our objectives in an environment of fairness, honesty, and courtesy towards our clients, employees, vendors, and society at large.
Biocon
To be an integrated biotechnology enterprise of global distinction.
eBay
We help people trade anything on earth. We will continue to enhance the online trading experiences of allcollectors, dealers, small businesses, unique item seekers, bargain hunters, opportunity sellers, and browsers.
Motorola
The purpose of Motorola is to honorably
serve the needs of the community by providing products and services of superior quality at a fair price to our customers; to do this so as to earn an adequate profit which is required for the total enterprise to grow; and by doing so, provide the opportunity for our employees and shareholders to achieve their personal objectives.
Product
We make copying equipment
We make movies We sell encyclopedias We make air conditioners and furnaces
Market
We improve office productivity
We entertain people We distribute information We provide climate control inside homes
Customer groups
Customer needs
Technology
Characteristics of SBUs
It is a single business or collection of related
businesses
It has its own set of competitors It has a leader responsible for strategic
RESOURCE ALLOCATION
RMS : Market share relative to its largest competitor in segment; 0.1 = 10% of leader 10x = Market leader with 10 times the sales of its competitor : Drawn by Log Scale
Stars
Market Growth Rate
Question Marks
?
Cash Cow
0% 10X 1x
Dog
0.5x 0.1x
Requires a lot of cash since company needs to spend money on plant, equipment
Strategy : Build
Market leader in high growth market : but not necessarily positive cash flow, because company has to keep money to keep up high growth & fight off competitors CC Stars with falling growth rate : Since it is market leader, so economies of scale & high profit; is not growing Strategy : Hold (strong cc) Harvest (weak cc)
Market Attractiveness
Overall size Annual growth Historical Profit Margin Competitive Intensity Technological Requirements Government Controls Inflationary Impacts Entry Barriers
Business Strength
Market Share Share growth Product Quality Brand Reputation Distribution Network Costs Productive Efficiency Raw Materials Strengths
3 options for company to fill gap a) Intensive Growth : Whether any opportunities exist for improving existing business performance
Current Product New Product
Current Market
New Market
Current Market
New Market
Diversification Strategy
Horizontal :
c) Diversification Growth When better opportunities exist outside present business: Industry attractive & company has synergy (TIL) 3 Types Concentric Diversification : New business has technology/marketing synergies with current business through customer group may be different (e.g. Coke Water Kinley) Horizontal Diversification : Products that are different technology, but same customers (IBS : ) Conglomerate Diversification : New business with no relation to current technology, product, market ( ITC : matchbox, condoms, sweets)
SWOT Analysis
Strengths Weaknesses Opportunities Threats
the target market be located and reached with cost-effective media and trade channels?
to the critical capabilities and resources needed to deliver the customer benefits?
actual
or
potential
FedEx
FedEx added Sunday deliveries based on customer requests and market demand
Opportunity Matrix
Threat Matrix
objectives
must
be
hierarchical
Objectives should be quantitative Goals should be realistic Objectives must be consistent
Differentiation
Focus
Promotional Alliances
Logistics Alliances Pricing Collaborations
MARKET PLANNING
Analyze Marketing opportunities : select target market Developing Marketing Strategy Planning Marketing Program Managing Marketing Effort : control after organizing and implementation in turn achieving goals (sales, profits) is marketing strategy appropriate