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Strategy

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Bob Hogg
Bob Hogg
Économie & financeBusiness
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Strategic Marketing Decisions Learning Outcomes ,[object Object],[object Object],[object Object]
Strategic Marketing Decisions Learning Outcomes ,[object Object],[object Object],[object Object]
Strategy ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Strategy ,[object Object],[object Object],[object Object],[object Object]
From transactions to value Transaction marketing Brand marketing Relationship marketing Value-added marketing
From transactions to value Customer loyalty HIGH LOW Customer sophistication HIGH LOW Transaction Value Relationship Brand Nigel Piercy
Strategic Marketing Decisions … ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Delivering Value-based Marketing ,[object Object],[object Object],[object Object],[object Object],[object Object]
What is strategy? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
What is strategy? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Generic Strategies ,[object Object],[object Object],[object Object],[object Object]
Porter’s Generic Strategies Focus strategy (differentiation) Focus strategy (low cost) Narrow (market segment) Differentiation strategy Cost leadership strategy Broad (industry wide) Product uniqueness Low cost Advantage Target scope
Strategy ,[object Object]
Strategy ,[object Object],[object Object],[object Object]
Rational/formal approach ,[object Object],[object Object],[object Object],[object Object],[object Object]
Emergent strategy approach ,[object Object],[object Object],[object Object],[object Object],[object Object]
Strategy in a complex & unpredictable world ,[object Object],[object Object],[object Object],[object Object]
Segmentation, Targeting & Positioning ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
 
Segmentation ,[object Object],[object Object],[object Object],[object Object]
Segmentation ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Targeting ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Targeting Undifferentiated Our marketing mix The market Differentiated Marketing mix 1 Marketing mix 2 Marketing mix 3 Segment 1 Segment 2 Segment 3 Concentrated Marketing mix 1 Segment 1 Segment 2 Segment 3
Positioning ,[object Object]
A Perceptual Map of Supermarkets Jobber & Fahy A B C D X G E F High price Low price Narrow product range Wide product range
Steps to positioning ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Repositioning - examples ,[object Object],[object Object],[object Object],[object Object]
Competitive Stances ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Sources of competitive advantage ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Strategic Choice Strategic Choice ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Adapted from Drummond & Ensor, Johnson & Scholes and others How to Compete Direction of Growth Method of Growth COMPETITIVE POSITIONS Challengers Defenders Leaders Nichers

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Strategy

  • 1.
  • 2.
  • 3.
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  • 5. From transactions to value Transaction marketing Brand marketing Relationship marketing Value-added marketing
  • 6. From transactions to value Customer loyalty HIGH LOW Customer sophistication HIGH LOW Transaction Value Relationship Brand Nigel Piercy
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  • 8.
  • 9.
  • 10.
  • 11.
  • 12. Porter’s Generic Strategies Focus strategy (differentiation) Focus strategy (low cost) Narrow (market segment) Differentiation strategy Cost leadership strategy Broad (industry wide) Product uniqueness Low cost Advantage Target scope
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  • 23. Targeting Undifferentiated Our marketing mix The market Differentiated Marketing mix 1 Marketing mix 2 Marketing mix 3 Segment 1 Segment 2 Segment 3 Concentrated Marketing mix 1 Segment 1 Segment 2 Segment 3
  • 24.
  • 25. A Perceptual Map of Supermarkets Jobber & Fahy A B C D X G E F High price Low price Narrow product range Wide product range
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