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Market Management
PPT 1-1
What is a Business
Strategy?
The Product-Market Investment Strategy –
where to compete
A Business
A Business Strategy
Strategy
How to Compete
Value Assets & Function area
proposition competencies strategies and programs
PPT 1-3
Figure 1.1
The Product-Market Investment
Strategy
Present
Present New
New
Products
Products Products
Products
Present
Present Market
Market Product
Product
Markets
Markets Penetration
Penetration Expansion
Expansion
New
New Market
Market Diversification
Diversification
Markets
Markets Expansion
Expansion
PPT 1-5
Figure 2.4
The Customer Value
Proposition
Perceived benefit to customer:
Functional
Emotional
Social
Self-Expressive
PPT 1-6
Customer Value Proposition
Examples:
A good value
Innovative offerings
PPT 1-7
Assets and Competencies
Strategic Competency:
Strategic Asset:
A resource
PPT 1-8
Functional Strategies and
Programs
• Global strategy
• Manufacturing strategy
• Logistical strategy
• Distribution strategy
• Quality program
• Brand-building strategy
• Communication strategy
• Customer relationship program
• Information technology strategy
PPT 1-9
Overview of Strategic Market
Management
External Analysis
• Customer Analysis Internal Analysis
• Competitor Analysis • Performance Analysis
• Market/submarket Analysis • Determinants of strategic options
• Environmental Analysis
Strategic
Strategic Analysis
Analysis Outputs
Outputs
Creating,
Creating, Adapting,
Adapting, and
and
Implementing
Implementing Strategy
Strategy
PPT 1-10
Figure 2.1
Why Strategic Market Management?
Precipitate the consideration of strategic choices.
PPT 1-12
“Business has only two basic
functions - marketing and innovation.”
- Peter Drucker
PPT 1-13