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B207 - Coggle Diagram
B207
Block 1: Big Ideas in Organisations
Innovation
Definition
or Method
And the act or process of introducing them
Device
Idea
Holistic approach
Requires
Strategy
Change needed
Which function is best to address it
Multi-functional approach
Deals with multiple causes and effects
Processes
Values
Tasks/stages
Idea generation
Coalition building
Idea realisation
Transfer/diffusion
Reference
(Kanter, 2000, pp. 167–210)
Marketing
Considerations
Brand/purpose
Mission & vision
External environment
Market research
Marketers
Interface between company and customers
Coordinates activities with customer needs
Communicates offerings to target groups
(Blythe, 2006, p. 3)
Involves (p. 10)
Activities to enable exchange
Offerings
Provision of value for involved parties
Orientations (p.10)
Sales
Marketing
Understand and anticipate customer's needs
Adapt offers to match
Marketing Function (p. 10)
Scope/responsibilities
Monitoring and analysis of
Market
Developing trends
Opportunities
Threats
Competition
Form objectives that align with Mission, vision & values
Identify customers
Meet consumer needs
Product positioning
Brand management
Coherent identity
Consumer relations
Secure reputation & customer good will
Guarantee future income
Ward off competition
Ensure product attractiveness
Communication
Delivery
Price
Enhance consumer experience
(Dibb et al., 2016; Jobber & Ellis-Chadwick, 2013; Kottler & Armstrong, 2016)
Marketing Process (p. 11)
Mission, Vision, Values
Market Analysis
Strategy selection
Formulation of offering
Implementation, Monitoring, Evaluation
Operations Management
3 more items...
Focussing an Offering
Segmentation
1 more item...
Targeting
2 more items...
Positioning
2 more items...
Address gap
Gather necessary resources
Change market segments
Reduce future investment
Exit marketplace
(Abel, 1978)
Competitive advantage (Porter, 2004)
Cost leadership
Economies of scale
Sizeable market share
Differentiation
Focus
Cost focus
Differentiation focus
Ansoff's Growth Matrix
Market penetration
Product development
Market development
Diversification
Considerations (p.14)
Opportunities
Circumstances
Timing
Evironmental scanning
SWOT
Strategic Window
1 more item...
Market changes
2 more items...
Marketing Environment
Micro
1 more item...
Macro
1 more item...
Capabilities
Competence
Efficiency
Assets
Five forces (Porter, 1979 & 2008)
Rivals
New entrants
Customers
Suppliers
Substitutes
Market Research
Role
Understanding:
Environment
Customer needs
Competitive forces
Market trends
Strategic windows
Monitor performance
Aid decision making
Information types
Behavioural
Attitudinal
Product development
Policy
Development
Implementation
Evaluation
Public consultation
Communications
PR
Market measurement
Process
Research planning
Exploratory research
1 more item...
Ethics
Codes of conduct
Data
Marketing Research
Primary
2 more items...
Secondary
1 more item...
Organisational Records
Internal
Marketing Intelligence
External
Mission
6 tests
Specific
Consumer needs based (not product)
Encapsulates key skills
Signals opportunities and threats
Acheivable
Adaptable
(Kotler et al., 2005)
Considers (Wilson & Gilligan, 2005, pp. 281-282)
Company heritage
Performance
Ownership history
Leaders
Values
Preferences
Expectations
Environmental factors
Opportunities/threats
Resources
Distinctive competencies
Not
Bland
General
Similar to others
Unattainable
Boastful
Vision
Future-focussed
enables innovation
Values
Guidance (Wilkins & Ouchi, 1983)
Indicates correct business conduct (Harris, 2002, p. 28)
"Big Idea"
An idea, concept or proposal that could invoke significant change in an organisation and its environment