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Segmentation and
targeting strategy (need ('+ Price (= market (P*Q)…
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capability (internal, right to win)
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Environment attractiveness
- size of prize
- share
- growth trend
- profitability
- entry barriers
- industry intensity
- tech barrier
- customer relationship
- substitute
- supplier
- differentiation
- competitors
Strategy tools: BCG matrix, GE matrix, 5 force, value chain
Right to win
- brand perception
- product
- concept
- packaging
- pricing
- loyalty
- cost capability
- tech capability
- resources
- people capacity
- future pipeline
Segmentation method
- need
- behavior
- price (income)
- channel
- life stage
- point of habit change
- point of market entry
Resource re-allocate
- investment (asset, marketing expense spending)
- new product development
- R&D
- people arrangement
What is a Market?
- find definition from Professor Lee
Strategic Output
1) segmentation
2) growth strategy (where to play; targeting)
3) Brand Plans
- portfolio/ architecture choices/ road map
- new product development (also R&D and supply chain)
- positioning (directional)
- investment strategy (internal/ media/ supply chain/ people)
- pricing strategy
- channel strategy
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Consumer Study
- Job to be done
- Behaviors
- Context
- Perceptions
- Actionable Insights