Marketing Strategy. What is marketing strategy? O The positioning and relating of the firm/organisation to its environment in a way which will assure.

Slides:

Advertisements

Similar presentations

CHAPTER 2 IDENTIFYING COMPETITIVE ADVANTAGES CIS 429: Business Information Systems.

Advertisements

Principles of Management Learning Session # 27 Dr. A. Rashid Kausar.

Identifying Competitive Advantages

McGraw-Hill/Irwin © 2006 The McGraw-Hill Companies, Inc. All rights reserved. 4-1.

Preview: Environmental Analysis 4 PEST Analysis 4 Industry & Market 4 Porter’s Five Forces Model 4 Generic Strategies 4 Environmental Analysis Overview.

Lecture 02: Strategic Analysis I: The External Context Niels-Erik Wergin Strategic Management.

Lecture 2 External Environment Analysis & Globalisation.

Exploring Corporate Strategy 8e, © Pearson Education The Focus of Part 1: The Strategic Position  How to analyse an organisation’s position in.

from Competitive Advantage: Creating and Sustaining

The Strategic and Operational Planning Process

2 External Analysis: The Identification of Industry Opportunities and Threats.

I. Identification of Strategy (includes but not limited to SWOT) A. Firm Situation 1. General macro environment 2. Industry and Competitive analysis 

STRATEGIC MANAGEMENT. The Dynamics of Strategic Planning Strategy Strategy –large-scale action plan that sets the direction for an organization Strategic.

BUSINESS DRIVEN TECHNOLOGY Identifying Competitive Advantages

A2 Business Studies Objectives and Strategy Unit 6

Evaluating Opportunities in the Changing Marketing Environment

Chapter 2 --Market Imperfections and Value: Strategy Matters u Wealth creation is impossible in a perfect market u Porter’s five forces can be used to.

Agenda Review Michael Porter’s 5 forces model –Rivalry –Non-price competition –Firm size / market share –Interdependence Bargaining power Sustainability.

3. Competitive Forces Model Companies must contend with five competitive forces which you need to analyse (Figure 4-6) : 1Threat of new entrants 2Bargaining.

Chapter 2 --Market Imperfections and Value: Strategy Matters u Conditions necessary for a perfectly competitive product market and resource market: u No.

Business Strategy and Policy

IDENTIFYING COMPETITIVE ADVANTAGES Three common tools used in industry to analyze and develop competitive advantages include: – Porter’s Five Forces Model.

Copyright © 2009 South-Western, a part of Cengage Learning All rights reserved. Power Point Presentation by Dr. Leslie A. Korb Georgian Court University.

ANALYSING THE BUSINESS ENVIRONMENT Failing to plan is planning to fail! The only constant in the modern world is change!

1 Chapter 5 Defining Service Strategies 1 Chapter 5 DEFINING SERVICE STRATEGIES McGraw-Hill/Irwin © 2003 The McGraw-Hill Companies, Inc., All Rights Reserved.

McGraw-Hill/Irwin Copyright © 2010 by The McGraw-Hill Companies, Inc. All rights reserved. Evaluating a Company’s External Environment.

Strategy Formulation: Situation Analysis and Business Strategy

STRATEGIC MANAGEMENT II Porter’s five forces module.

Selecting Marketing Strategies. - Learning Outcomes To be able to describe a range of marketing strategies Explain the meaning and significance of Ansoff’s.

Copyright © 2014 Pearson Education Ch. 4: Feasibility Analysis & Business Plan.

1 IS Theories & Practices On Competition IS 655: Note 2 CSUN Information Systems.

PRICING DECISIONS “There are two fools in every market. One charges a very high price and another charges a very low price”

1.5 External Environment 1.6 Organizational Planning Tools PEST(LE) SWOT Boston Matrix Ansoff Matrix Porter Five Forces.

Unit 5 The External Environment: Competition Professor John Tribe

Assignment for Session 4

Strategy Formulation and Implementation

6.0 Business Strategy Chapter 38 HL Only.

PORTER’S FIVE FORCES MODEL

Porter’s Competitive Forces

Oct. 27, 2015 Weihua Gan.

BUSINESS-LEVEL STRATEGIES

Marketing Strategy.

Strategic Marketing, 3rd edition

Media Management 6/15/2018.

BUS662 SMALL BUSINESS CONCEPTUAL ISSUES. Learning Outcome: To conduct environmental analysis and thereby analyse requirements of a strategic Chapter 3:

The competitive strategies

Creating Business Advantage with IT

Topic 1 Business organisation Growth & evolution

8 Strategic Management Digital Business Strategies: Leveraging Internet and E-business Capabilities.

Michael A. Hitt R. Duane Ireland Robert E. Hoskisson

20/9/16 – Business- Ansoff’s Matrix, Boston Matrix…..

Marketing Strategy.

CHAPTER TWO IDENTIFYING COMPETITIVE ADVANTAGES

Exploring Corporate Strategy 8e, © Pearson Education The Focus of Part 1: The Strategic Position  How to analyse an organisation’s position in.

Industry and Market Analysis

STRATEGIC MANAGEMENT & BUSINESS POLICY 12TH EDITION

Strategy formulation and implementation

STRATEGY MBA BOOK REVIEW MICASA HOTEL 19th October 2002

Strategic Management B O S.

MARKETING - KEY STRATEGIC ISSUES

Strategic Alignment IST 297A School of Information Sciences

STRATEGIC CHOICES FOR COMPETITIVE POSITIONING

Strategic Analysis.

Hewlett-Packard Industry Analysis

Frameworks Porter’s Five Forces Value Disciplines

The competitive strategies

REVIEW SPEED: What are Porter’s four generic strategies?

Porter’s Generic Strategies

PRICING DECISIONS “There are two fools in every market. One charges a very high price and another charges a very low price”

What affects our business from the outside?

Presentation transcript:

Marketing Strategy

What is marketing strategy? O The positioning and relating of the firm/organisation to its environment in a way which will assure its continued success and make it secure from surprises Igor Ansoff ( )

Key strategic models O Ansoff’s matrix O Porter’s Low cost v. Differentiation O Porter’s 5 forces

Ansoff’s matrix

Ansoff O Can address degree of risk, but can oversimplify level of risk O Strategies are not mutually exclusive – a company can do all 3! O Useful tool for deciding on strategic direction, but it does not take competitors into account

Market penetration O Or:- O Consolidation O Withdrawal O Do nothing

Porter’s Generic Strategies

Porter’s generic strategies O Low cost v. Differentiation O Search for sustainable competitive advantage O Cost leadership O Differentiation O Focus (target particular market segment)

Effectiveness of marketing strategies - Porter O Is there a significant advantage to the business? O Lower costs compared to competitors O Clear differentiation O Can strategy be maintained over a long period of time? (sufficient time to reap reward?) O Does strategy appeal to sufficient numbers of customers for business to reach targets O Is there conflict within the organisation? O Remember external (exogenous) factors

Porter’s 5 Forces O New entrants O Substitute products O Power of buyers O Power of sellers O Level of competition between firms

Entering international markets O Restrictions to free trade O E.g. NAFTA – North American Free Trade Agreement O Exchange rate movements O Different cultures O Political situation O Accessing information O Finance & regulatory systems

Effectiveness of marketing strategies O Degree of conflict within the organisation O Barriers to communication, leadership, etc. O Cost of entering markets O Industry standards, regulation, quality control issues O Quality of market analysis O Internal communications O Exogenous (external) factors O Economy, government change, new legislation, weather, competitors’ response, interest rate changes, etc.