Offensive Strategies Chapter Twelve M arket-Based Management, 4 th edition

12-2 Offensive Strategies Chapter Twelve –Offensive Strategic Market Plans –Portfolio Analysis and Strategy Selection –Core Strategies –Sub Strategies

12-3 Strategic Market Plans When are Offensive Market Plans employed? Why are strategic market plans necessary? What three performance objectives do they address? 1.Share Position 2.Sales Growth 3.Profit Performance

12-4 Product Life Cycle and Offensive and Defensive Strategies

12-5 Portfolio Analysis and Strategic Market Plans Portfolio Analysis and Strategic Market Plans

12-6 Core Offensive Strategies Core Offensive Strategies Core Strategy 1Core Strategy 2Core Strategy 3 Invest to grow sales Invest to improve competitive position Invest to enter new markets Grow in Existing Markets Improve Margins Diversified Growth

12-7 Offensive Core Strategy 1: Invest to Grow Sales Sub Strategy A Sub Strategy DSub Strategy C Sub Strategy B Grow Market Share Grow Revenue Per Customer Enter New Market Segment Expand Market Demand

12-8 Offensive Core Strategy 2: Invest to Improve Competitive Position Sub Strategy A Sub Strategy DSub Strategy C Sub Strategy B Improve Customer Loyalty Improve Differentiation Advantage Lower Costs/Improve Marketing Productivity Build Marketing Advantage

12-9 Offensive Core Strategy 3: Invest to Enter New Markets Sub Strategy A Sub Strategy DSub Strategy C Sub Strategy B Enter Related New Markets Enter Unrelated New Markets Enter New Emerging Markets Develop New Markets

12-10 Offensive Strategy Selection Why Enter New Markets? –New Source of Growth –Smoother Performance –Diversification and Reduced Vulnerability Why Invest to Grow Sales? Why Improve Competitive Position? –Achieve Price Premiums –Customer Retention –Improve Margins and NMC

12-11 Takeaways / Review Strategic Market Plans Growth and Strategies Portfolio Analysis Strategies Offensive Strategies Offensive Tactics Strategy Selection

12-12 Marketing Performance Tools Defensive Strategy

12-13 Marketing Performance Tools Evaluating Offensive Strategies