Marketing course at Copenhagen Business School

1. Marketing strategy and planning
Customer management & Alliances-networks
Week 44
Jacob Holm
Jacob.k.holm@gmail.com
hoja@udd.cbs.dk
Tlf: 24 42 11 32
www.office2go.dk
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2. www.Office2go.dk

3. Markops - sunday
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4. The marketing management process
Part 1:Marketing Strategy
• Market –led strategic management – chapter 1
• Strategig marketing plannng
Part 2: Competitive market analysis
• The changing market environment – chapter 3
• Customer analysis – chapter 4
• Competitor analysis - chapter5
• Understanding the organizational resource base – chapter 6
• Forecasting future demand and market requirements – chapter 7
Part 3: Identifying current and future competitive positions
• Segmentation and positioning principles – chapter 8
• Segmentation and positioning research – chapter 9
• Selecting target markets– chapter 10
Part 4: Competitive position strategies
• Creating sustainable competitive advantages – chapter 11
• Competing through the new marketing mix – chapter 12
• Competing trough innovation– chapter 13
• Competing through superior service and customer relationship – chapter 14
Part 5: Implementing the strategy
• Strategic customer management – chapter 15
• Strategic alliances and network – chapter 16
• CSR – chapter 18 www.Office2go.dk

5. Today subject
1. Strategic customer management
1. Customers
2. How to use the sales force in the future
3. Customer portfolio strategy
2. Alliances and network
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6. Sales capabilities
Selling focuses on the needs of
the seller – marketing on the
needs of the buyer (Levitt 1960)
But is this the case know?
Can we live without a
salesforce?
Who is implementing the
strategy at our customer?
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7. Customer relationship
Proctor & Gamble has a 200-
person sales team wholly
dedicated to Wal-Mart – 20 % of
P&G business.
Why don’t they just outsource
this – it is a pretty straight
forward sale……..
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8. Customer sophistication and complixity
Proces udvikling
Store virksomheder:
over 200 ansatte. Ca
1.000
Konsulenter Enkelthed
Mellemstore
virksomheder: 40 –
200 ansatte: 4.115
Små virksomheder:
2 – 40 ansatte:
87.000
Nystartede
Virksomheder: ca 0
Pris
25.000
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9. How to create a competitive advantage
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10. Commodisation
Salg forsøger at differentiere – indkøb at standardisere!
Sælgeren skal holde sig et skridt foran indkøberen og øge værdien af
tilbuddet – differentiere.
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11. Requirement of the new sales force
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12. I hvilken omfang
skal vi involvere
os i kunden
Passer vores
salgsorg. Til
vores marked
og kunder –
kort og land
sigt
Vi skal kun-
ne identifice-
re behov og
muligheder
før kunden
Hvordan sælger vi Vi skal forstå kunden
kundes behov internt i virks. I et sådant omfang
organisationen. at vi kan kreere værdi
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13. Customer portfolio
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14. Understanding customer relationship
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15. Customer loyalty
• Hvis du kan bidrage til kundes værdikæde beholder du kunden
ellers ikke !
•
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16. Coffee break
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17. Markeds ændringer
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18. Markeds ændringer
Prahalad & Krishnan argues on page 418:
1. The age of mass production is over and customers demand
unique value. Value is shifting from products to solutions and
experience.
2. The consequence is that no single business is big enough to
cope with the complexity and diversity of customer demands
that is emerging
Build relationships
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19. Alliances
• Hvad kan bedst betale sig – gøre alt selv eller strategiske
alliancer?
• Vi koncentrerer os om hvad vi er gode til og outsourcer resten
• side 418: ”1/3 of P&G new products come from external alliances and more
broadly P&G has transformed itself through collaboration.”
• Side 419: “The goal is to find ways of working with suppliers (and customers)
not simply to cut cost but to collaborate on product innovation”
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20. Ex. Alliances
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21. Alliances
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22. Alliancer:
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23. Network Som Office2go bruger
Som jeg bruger
Som Office2go Eks. Jobindex der
bruger formidler stillinger
og ansøgere
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24. Virtual Network
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25. Social media network
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26. Netværk/alliance samfund
• Vi er på vej mod et netværkssamfund hvor vi bruger netværk
på alle mulige måder.
• Netværk og alliancer skal dog vurderes og evalueres konstant
1. Hvad driver netværket – salg, innovation, produkter etc
2. Hvad faciliterer netværket.
a. Ens kultur
b. Ledelses filosofi
c. Afhængighedsgrad af hinanden
d. Symmetri – forstår partnerne hinanden
e. Eksklusivitet – Er man villig til at udelukkende at bruge
partnerne.
f. Konkurrere mod de samme konkurrenter
g. Sammenfald i kunder uden at konkurrere direkte
3. Alliancen - vurder
a. Hvordan bidrager den
b. Hvad er risici ved alliancen
c. Skal vi bevæge os på alliance kurven
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27. Today subject
1. Strategic customer management
1. Customers
2. How to use the sales force in the future
3. Customer portfolio strategy
2. Alliances and network
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www.Office2go.dk

28. Nothing more for today
Jacob Holm
Jacob.k.holm@gmail.com
hoja@udd.cbs.dk
Tlf: 24 42 11 32
28
www.Office2go.dk