Documenti di Didattica
Documenti di Professioni
Documenti di Cultura
Strategic market management is a system designed to help management both precipitate & make strategic decisions as well as create strategic visions. Strategic decisions involves the creation, change or retention of strategy. Strategic decision is usually costly in terms of resources & time required to reverse or change it.
I. 1. a.
o o o
Overview of strategic market management. Strategic Analysis. External Analysis. Customer Analysis.
Segment identification. Its motivation. Unmet needs.
b. Competitors Analysis.
o o o o o o o o o Identity competitors, current & potential. Strategic groups combine competitors. Similar characteristics (size & resources). Strength (Brand name & distribution). Strategies (High quality). Performance. Image & personality. Objectives. Current & past strategies. Culture. Cost structure. Strengths & Weaknesses.
c. Market Analysis.
o o o o o o o o Size. Growth prospects. Market profitability. Entry barriers. Cost structure. Distribution system. Trends market. Key success factors.
d. Environmental Analysis.
o o o o o o o Technological. Governmental. Economic. Cultural. Demographic. Scenarios. Information need areas.
Creating a vision for the business. a. Business vision can play several roles.
o o o It can guide strategy, suggesting strategic paths for the business. It ensures core competencies are preserved. It inspires employee by providing purpose that in worthwhile other than maximizing shareholders wealth.
o o
II.
1. a.
o
Strategy identification & selection. The purpose of external & internal analysis is twofold to help generate strategic alternatives & to provide criteria for selecting from among them. Product market investment strategies. Product definitions.
Which product lines to continue, add or delete.
b.
o
Market definition.
Select market having competitive advantage.
c.
o
Vertical integration.
Backward Forward Horizontal integration.
d. Growth direction.
o o o o Market penetration. Product expansion. Market expansion. Diversification.
Product Existing New
Market penetration
Product expansion
Market expansion
Diversification
e. Investment strategy.
o Build Maintain Harvest Divest.
2. Functional area strategy. Strategies in the areas of sales, brand management, R & D, Manufacturing & finance. Five strategy thrusts for achieving SCA.
o o o o o Differentiation. Low cost. Focus strategy. A preemptive move. Synergy.
Criteria for strategy selection. a. Consider scenarios suggested by strategic uncertainties & environmental opportunities threats. b. Pursue a sustainable competitive advantage.
o
o
Exploit organizational strengths or competitors weakness. Neutralize organizational weakness or competitors strength.
d. Be feasible.
Implementation.
o Converting strategic alternatives into an operating plan.
Strategy Review.
o Sales, market share, margins, profit & ROI.