Download presentation
Presentation is loading. Please wait.
Published byPatricia Blair Modified over 9 years ago
1
© 2012 Pearson Education, Inc. publishing Prentice Hall. Chapter 2 Situation Assessment: The External Environment
2
© 2012 Pearson Education, Inc. publishing Prentice Hall. Figure 2-1 - Situation Assessment 2
3
© 2012 Pearson Education, Inc. publishing Prentice Hall. Figure 2-2 - Concentric Markets 3
4
© 2012 Pearson Education, Inc. publishing Prentice Hall. Table 2-1 - Questions in Competitive Assessment 4
5
© 2012 Pearson Education, Inc. publishing Prentice Hall. Table 2-2 - Elements of the Context: PEST 5
6
© 2012 Pearson Education, Inc. publishing Prentice Hall. Table 2-3 - Organizing Customer-Focused Research 6
7
© 2012 Pearson Education, Inc. publishing Prentice Hall. Figure 2-3 - Customer Knowledge throughout Strategic Marketing Management 7
8
© 2012 Pearson Education, Inc. publishing Prentice Hall. Figure 2-4 - Five Forces Industry Analysis 8
9
© 2012 Pearson Education, Inc. publishing Prentice Hall. Laws of Strategic Marketing The laws of marketing strategy describe essential regularities in the way things work and the way things relate The generalizations include: The product lifecycle (product-market evolution) Scale effects (cost leverage) Market share effects (share leverage) 9
10
© 2012 Pearson Education, Inc. publishing Prentice Hall. Laws of Strategic Marketing Managers may choose a strategy: That builds directly on one of the generalizations That is less directly tied to a given generalization, but they can’t change the reality 10
11
© 2012 Pearson Education, Inc. publishing Prentice Hall. Figure 2-5 - The Product Lifecycle 11
12
© 2012 Pearson Education, Inc. publishing Prentice Hall. Figure 2-6 - Experience Curve 12
13
© 2012 Pearson Education, Inc. publishing Prentice Hall. Table 2-4 - Sources of Scale Effects 13
14
© 2012 Pearson Education, Inc. publishing Prentice Hall. Market Share Effects/Share Leverage Firms with higher market share tend to be more profitable The share-profitability association is logical; market share will correlate with advantages of scale Scale leads to lower unit costs, and lower unit costs should lead to higher profits Shaping strategy around market share ignores the ambiguity in the share ROI findings 14
15
All rights reserved. No part of this publication may be reproduced, stored in a retrieval system, or transmitted, in any form or by any means, electronic, mechanical, photocopying, recording, or otherwise, without the prior written permission of the publisher. Printed in the United States of America. Copyright © 2012 Pearson Education, Inc. Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall
Similar presentations
© 2024 SlidePlayer.com. Inc.
All rights reserved.