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B207-17j: Shaping business opportunities (Block 3: Building long-term…
B207-17j: Shaping business opportunities
Block 3:
Building long-term success
Crisis management
managing crises
Implement response
Formulate a response
Acknowledge
Asses
externally generated
Low chance of accuring, but huge negative impact
Internally generated
Consumer brand sabotuer
Employee brand saboteur
Future office
hot desk
Employee voice
Working from home
super desk
Operational risk and resilence
Managing risk
Likelihood
Impact
Hazards
Organisational
Customers
Technology
human capital
supply chain
Relationship marketing
Types of relationships
Nano relationship
Mega relationship
Special market
Classic market
Buyer-maintained
Seller-maintained
Bilateral
Service-dominant logic (S-D logic)
Customer loyalty
Repeat patronage with a favorable attitude
Benifits
Retaining customers provides profit over the lifetime
More cost effective to retain than replenish customers
politics of
business
Stakeholder analysis
Interests
Values
Power
Political games
Perspective
Organisational
Societal
productivity
Quality
#
Managing quality as a whole company
Quality assurance
Cost of quality
External cost of defect
Appraisal cost
Prevention cost
Internal cst of defect
Quality control
Quality systems
ISO 9000
EFQM
Improving performance
Performance against competitors
Importance of performance to customers
Develop improvement plans
Performance against charateristics
Internal marketing
Critical service interactions
Benifits
enables feedback
Focus for staff roles
Promote brand identity
helps to build relationships with customers
Communication
Line management communication
Internal team communication
Internal project peer communication
Internal corporate communication
Types of employees
Brand champions
Brand agnostics
Brand cynics
Brand sabotuers
Seven key tools to control quality
#
Stratification
#
Pareto chart
What are the current problems
cause and effect diagram
Waht are the current problems
Control chart
Histogram
Is it improving
Scatter diagram
Any corrilation
Checklist
Readings Block 1:
Big ideas in organisations
The marketing concept
:check:exchange :check:offering :check:Provision of value
The marketing
environment
Micro environment
Customers
Intermediaries
Suppliers
Comptitors
Publics
Macro environment
Competitive advantage
Marketing research
Improve decision making
Ethics
#
Consider strength and limitations
Segmentations
Customer perspective
The marketing mix.
The 4Ps
Product
Place
#
Promotion
Pricing
Cost-based
Competitor-based
Customer based
The 7Ps
People (5thP)
Process
Physical evidence
Operations management
#
Input
Process
Output
Influences
Cost
Revenue
Cashflow
meet market requirements
#
Operations strategy
Quality
Speed
Flexiblity
Sustainability
Dependability
Cost
Design process
Mass customization
Layout
Volume
Variety
Raising finance
Retained earnings
Working capital
debt
Overdrafts
Bank facility
Lease finance
Equity finance
Venture capital
Block 2:
Competing in a global context
Competitiion
Absolute comparative advantage
Relative comparative advantage
WTO
Economic and financial flows
Imbalaces
Transfer pricing
Competing in a global context
Marketing
#
International
Branding
Brand image
Brand Logos,
Brand Equity
Global
Local
Brand Reputation
Modes of Entry
Macro Environment
Global market place
Micro Environment
Expansion
Globalisation versus customisation
Kapferers prism
E-Commerce
Economic financial flows
FDI
Foreign Direct Investments
Multinationals
Exchange Rate
Pricing
Transfer pricing
Transfer mis-pricing
Arm's-length principle
Financial Regulations
different in most countries
Tax heavens
#
global imbalances
Globalisation
Convergence
Adopting best practice
Business advantages for converging
costs, streamling processes
Divergence
Local Culture
Glocalisation
Combing global knowledge with local needs
Create a USP
Cross Vergence
New product impact on market
Market feedback increases innovation
