Documenti di Didattica
Documenti di Professioni
Documenti di Cultura
To
the course on
Strategic
Marketing
Management
Dr. R.Venkataraman
PhD in
Business
Administration
2015
MSc Logistics
2005
Malaysia
PGDBA
1971
R
T
BSc 1966
L
I
A
39 years in Logistics
industry
2 years in surface transport industry
20 years in the aviation industry.
17 years in the shipping industry.
A knowledge
break
1969 -1971
1971
Manager
Madras
airport
Reservation
s manager
Manageme
nt trainee
1971
Country
Manager
Singapore
1991
1991 2014
Board member and Strategy adviser
2007-2009
Director
Bangalore
Programmes
In Asia
Please
Bear With
me
If It was
too loud
Marketing Strategy is ..
Where are we now?
Where do we want to go?
Businesses to be in
Market positions to stake out
Buyer needs and groups to serve
Outcomes to achieve
15
Business model
Managements model of how strategy will
allow the company to gain competitive
advantage and achieve superior
profitability
16
INFORMS
DIRECTS
GUIDES
CONTROLS
Corporate Strategy
Specifying the
organisations mission
Allocating resources
Defining Organisational
objectives
Marketing Strategy
Identifying product market/s to
compete in
Selecting market segments to
target
Developing the marketing mix
ACHIEVES
SUPPORTS
OPERATIONALISE
Corporate objective
Stable environment
Reactive behaviour
Day-to-day management
Marketing department
Strategic Marketing
Analysis-oriented
New opportunities
Product market variables
Dynamic environment
Proactive behaviour
Longer range management
Cross-functional
organisation
How do we define
our business and
the market
What is our
marketing mix
Growth
and Where is the Competition
life cycle of our
Alliances
product
What is our
leverage
cost-vis- vis price
and which market
segment will we
serve
How do we
execute our
marketing strategy
and how do we
measure it
20
Beyond
agri
busines
s
22
Business redefined
Haula
ge
23
24
Guerilla
Defense
Strategy
Position Defense
Least successful of the
defense strategies
e.g. Mercedes was using a
position defense strategy
until Toyota launched a
frontal attack with its
Lexus.
Defense Strategy
Mobile Defense
By market broadening and
diversification
For marketing broadening,
there is a need to
Redefine the business
(principle of objective), and
Focus efforts on the
competition (the principle
of mass)
e.g. Legend Holdings, the top
China PC maker Legend has
announced a joint venture
with AOL to broaden its
business to provide Internet
services in the mainland
Defense
Strategy
Flanking Defense:
Secondary markets (flanks)
are the weaker areas and
prone to being attacked
Pay attention to the flanks
e.g. Regional low cost
airlines
Defense
Strategy
Contraction Defense
Withdraw from the most
vulnerable segments
and redirect resources to
those that are more
defendable
By planned contraction
or strategic withdrawal
e.g. Indias TATA Group
sold its soaps and
detergents business
units to Unilever in 1993
Defense
Strategy
Pre-emptive Defense
Detect potential attacks
and attack the enemies
first
Let it be known how it
will retaliate
Product or brand
proliferation is a form of
pre-emptive defense
e.g. Seiko has over
2,000 models
Defense
Strategy
Counter-Offensive Defense
Responding to
competitors head-on
attack by identifying the
attackers weakness and
then launch a counter
attack
e.g. Toyota launched the
Lexus to respond to
Mercedes attack
Market
Challenger
Strategies
Market
Challenger
Strategies
Types of Attack
Strategies
Frontal attack
Flank attack
Encirclement attack
Bypass attack
Guerrilla attack
35
Successful
marketing
strategy
37
Cognitive
biases
Prior hypothesis bias
Escalating
commitment
Representativeness
Illusion of Control
Hubris hypothesis
38
SCM
, ops
resources
39