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Strategy
Strategy is planning that allows you to get more business than your incidental share. Strategy is about getting customers and keeping them. Drucker: The purpose of a business is to create a customer. Build it and they will come.
STRATEGY IN ACTION
Strategy
Formulation Implementation
Operational effectiveness means doing things better than competitors, strategic positioning means doing things different from competitors.
The essence of strategy is choosing to perform activities differently than rivals do.
Strategic positions can be based on customers needs, customers accessibility, or the variety of a companys products or services.
Change is happening too fast.
Generic Strategies
These definitions characterize strategic positions at the simplest and broadest levels.
Secondary Strategies
Within the three basic strategies, there are several secondary strategies:
Defense: Block competition to avoid losing market share. Offense Flanker Brand Fighting Brand : Attack competition head on. : Establish new position. : Create a new brand to compete with competitive new brand.
Ambush Marketing
Determining Strategy
Which of our products/services are the most distinctive? Which of our products/services are the most profitable?
Potential Traps
Meaningless differentiation Getting greedy Throwing money at a problem Lack of commitment Innovation stagnation
Profit is Important
Compromises and inconsistencies in the pursuit of growth will erode the competitive advantage a company.
SUMMARY
Must have a clear and simple strategy. Must define how to get more than a fair share. Must be committed to strategic moves and signal commitment to competitors. Must follow through on commitments continually and retaliate quickly and aggressively to counter moves. Must continually innovate
What is Marketing??
Marketing = ?
Marketing is the process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods, services to create exchanges that satisfy individual and organizational goals
Marketing = ?
Marketing management is the art and science of choosing target markets and getting, keeping, and growing customers through creating, delivering, and communicating superior customer value.
Goods/services
(a collection of sellers)
Money
Industry
(a collection of Buyers)
Market
Information
Marketing = ?
Marketing
is the sum of all activities that take you to a sales outlet. After that sales takes over. is all about creating a pull, sales is all about push. is all about managing the four Ps
product
Marketing Marketing
price
place promotion
Product
Place
Customer Solution
Price
Promotion
Customer Cost
Communication
Sales Trying to get the customer to want what the company produces Marketing Trying to get the company produce what the customer wants
Who is a Customer ??
Anyone who is in the market looking at a product / service for
or a need
Customer
CUSTOMER has needs, wants, demands and desires Understanding these needs is starting point of the entire marketing These needs, wants arise within a framework or an ecosystem Understanding both the needs and the ecosystem is the starting point of a long term relationship
Value - the value or benefits the customers gain from using the product versus the cost of obtaining the product. Satisfaction - Based on a comparison of performance and expectations.
Classification of Services
Banking Pure Intangible Service Good Transportation Major Service with Minor Product Business Hotels Product = Service Computers Major Product with Minor Services Materials / Components
Intangibility Services are intangible - cannot be seen, tasted, felt, heard or smelled before purchase. Inseparability - Services are produced and consumed simultaneously. Variability or Heterogeneity Services are highly variable
The purpose of a company is to create customerThe only profit center is the customer.
2.
A business has twoand only twobasic functions: marketing and innovation. Marketing and innovation produce results: all the rest are costs.
3.
While great devices are invented in the Laboratory, great products are invented in the Marketing department.
Technology ? Brand ?
products -
Customer Service !