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Strategy Marketing (KPI's and Measurement (Marketing Metrics ( …

- - - - a. Undifferentiated (mass) Marketing
        
        largest potential market
        
        lowest costs
      - b. Differentiated (segmented) Marketing
      - c. Concentrated (niche) Marketing
      - d. Micro Marketing
        
        Local marketing
        
        Geo-fencing
      - e. Micro Marketing – Mass Customization
      - a. Micro Marketing – targeted message
- - - - Marketing strategy
      - Value creating
      - Communication value
      - Deliver value
      - Emotional relationship
- - - - Cy strategy
      - Competitive advantage
    - - Vision
      - Against competitors
      - Long term oriented
    - - Group/corporate level
      - SBU
        
        Collection of related businesses/ Single business
        
        own set of competitors
        
        one manager responsible
      - Function/COE
    - - Planning
      - Implementing
      - Controling
    - - Cost leadership/cost advantage
      - differentiation/value perception
      - Why does strategy plan fails?
        
        Belief that a budget is a plan
        
        • 3. Reluctance to address big issues.
        
        • 2. Getting too complicated
        
        • 1. Failing to hold one another accountable
  - - - A mission should be
        
        Specific
        
        Distinctive competencies
        
        Motivating
        
        Realistic
      - Peter Drucker classic questions
      - Characteristic of a mission statement
        
        a limited number of goals
        
        aligned with company’s values
        
        long-term view
        
        short, memorable, and meaningful
        
        major competitive spheres
      - Considering Cy culture
- - - - Competitive advantage
      - Competitor analysis
      - Competitive marketing strategies
      - Market leader
      - Market challenger
      - Market follower
      - Market nicher
  - - - Expanding Total Demand
      - Protecting Market Share
      - Expanding Market Share
    - -  Imitate and improve on the ideas pioneering leader
      -  Avoid the leader and target smaller players
      -  Full frontal attack
      -  Indirect attack
    - - 1) Learn from leader’s success and failure
      - 2) Copy or improve on the leader’s products
      - 3) Compete with less risks and investments
    - - 1) Serve segments of market that are small but profitable
      - 2) Serve specific Customer needs or specific end users better than anyone
    - - Product/Market growth matrix
        
        Market development
        
        Market penetration
        
        Product development
        
        Diversification
  - - - They must be arranged hierarchically, from most to least important
      - Objectives should be quantitative whenever possible
      - Goals should be realistic
      - Objectives must be consistent
- - - - Age and Life-Cycle Stage
      - Gender
      - Income
    - - Innovators
      - Thinkers
      - Achievers
      - Experiencers
      - Believers
      - Strivers
      - Makers
      - Survivors
- - - - Micro environmment
        
        Suppliers
        
        Marketing intermediaries
        
        Resellers
        
        Wholesalers
        
        Retailer
        
        Physical distribution firms
        
        Marketing services agencies
        
        Financial intermediaries
        
        Competitors
        
        Publics
        
        Financial publics
        
        Media publics
        
        Government publics
        
        Citizen-action publics
        
        Local publics
        
        General public
        
        Internal publics
        
        Customers
        
        • Consumer markets
        
        • Business markets
        
        • Reseller markets
        
        • Government markets
        
        • International markets
        
        The Cy
      - Macro Evironment
        
        Demographic
        
        The Changing Age Structure of the Population
        
        Other consideration in structure of the Population
        
        Economic
        
         Changes in Consumer Spending
        
        Income distribution
        
        interest rates
        
        Natural
        
        growing shortages of raw materials
        
        increased pollution
        
        green movement
        
        technological
        
        Technological environment
        
        Political
        
        Increasing Legislation
        
        Legislation Regulating Business
        
        Increased Emphasis on Ethics and Socially Responsible Actions
        
        Cultural
        
        Value, perception, preferences and behavior
    - - SWOT
        
        Core Competencies
        
        source of competitive advantage
        
        wide variety of markets
        
        difficult for competitors to imitate
        
        Opportunities
        
        Threat
        
        O-T matrix
        
        Market opportunity analysis
        
        Strenghts/Weaknesses
      - BCG matrix
        
        Portfolio analysis
        
        indentify key businesses
        
        SBU
        
        attractiveness
        
        position
        
        Growth-share matrix
        
        Stars
        
        Cash Cow
        
        ?
        
        Dogs
      - The GE grid
      - Porter’s 5 forces model
        
        Bargaining power of suppliers
        
        Rivalry among existing firms
        
        Threat of potential entrants
        
        Threat of substitution
        
        Bargaining power of buyers
    - - Internal elements
      - External elements
      - Marketing environment
      - Micro environment
      - Macro environment
- - - - Presence
      - Relevance
      - Performance
      - Advantage
      - Bonding
    - - Customer-based brand equity
      - Differentiation and positioning
      - product’s position
    - - Points-of-difference (PODs)
      - Points of parity (POPs)
        
        Desirable to consumer
        
        Deliverable by the company
        
        Differentiating from competitors
    - - identifying a set of differentiating competitive advantages on which to build a position
      - choosing the right competitive advantages
      - selecting an overall positioning strategy.
- - - - market description
      - product review
      - review of competition
      - review of distribution