Module 3

Strategic planning in the industrial

market
Functional isolation
Functional conflict
Alleviating conflict

Organizational design for inter-functional

cooperation
Designing for competitive advantage

Decision support systems

 McKinseys 7-S framework

 Strategy: An intellectual and social

process
Strategy formulation
Strategy implementation

 The corporate mission as a directing force in the development of

strategy
Opportunity and threat analysis
Monitoring external environment
Differential advantage analysis
Internal company analysis
Portfolio analysis
Identifying strategic business units
Business screening
Profit impact of marketing strategies
Integrated portfolio models
Evaluating the portfolio matrix
Evaluating the company objectives

 Situational analysis
Establishing marketing objectives
Formulating marketing objectives
Intensive analysis
Diversification analysis
Mobility barriers
Economies of scale
Product differentiation
Capital requirement
Cost disadvantage
Access to distribution channels
Government policy

Market segmentation and target marketing

Formulating marketing mix strategy
Developing marketing plans
Implementing and controlling marketing plans
Schedules and control charts
Reports
Budgets
Sales and cost analysis
Marketing audits

 The role of marketing research in

decision making
Industrial Vs consumer marketing research

Technical orientation
Concentrated access to information
Survey techniques
Respondent cooperation

Competitive intelligence
Decision making

 The marketing research process

Defining the problem
Research objectives
Research methodologies

Developing information sources

Secondary data sources

SIC code limitation
Computerized secondary data sources
Noncomputerized secondary data sources
Government sources

 Primary data sources

Unstructured surveys
Structured surveys
Surveying individuals
Surveying customers
Surveying experts
Surveying groups
Competitive intelligence surveys

Analyzing the data

Presenting the findings

 Market segmentation
Benefits of market segmentation
Requirements for effective market
segmentation
Market segmentation involves cost

 Basis for segmenting industrial

markets
Macro variables

 Micro varibales

 Market segmentation: A step-by-step

process

 Evaluating potential segments

Market profitability analysis
Competitive analysis

 Decision support system and their

use in market segmentation
Target marketing
Undifferentiated market selection
Differentiated market selection
Concentrated market selection

Niche marketing

Product positioning