tailieunhanh - Lecture Strategic market management: Chapter 15 - David A. Aaker

Chapter 15 - Setting priorities for businesses and brands. This chapter presents the following content: The business portfolio, divestment or liquidation, the milk strategy, prioritizing and trimming the brand portfolio. | Chapter 15 – Setting Priorities for Businesses and Brands PPT 15- Setting Priorities for Businesses and Brands – The Exit, Milk, and Consolidate Options Chapter Fifteen Chapter 15 – Setting Priorities for Businesses and Brands PPT 15- Figure The Growth-Share Matrix Stars Problem Children Cash Cows Dogs Low High High Low R&D Market Growth Rate Competitive Position (Ratios of Share-to-Share of Largest Competitor) Chapter 15 – Setting Priorities for Businesses and Brands PPT 15- The Market Attractiveness-Business Position Matrix High Medium Low High Medium Low Invest/ Grow Selective Investment Harvest/ Divest Figure Market Attractiveness Business Position Strategic Market Management 7th Edition – David Aaker Chapter 15 – Setting Priorities for Businesses and Brands PPT 15- Evaluating Ability to Compete Organization Growth Share by Segment Customer Loyalty Margins Distribution Technology Skills Patents Marketing Flexibility Figure Chapter 15 – Setting . | Chapter 15 – Setting Priorities for Businesses and Brands PPT 15- Setting Priorities for Businesses and Brands – The Exit, Milk, and Consolidate Options Chapter Fifteen Chapter 15 – Setting Priorities for Businesses and Brands PPT 15- Figure The Growth-Share Matrix Stars Problem Children Cash Cows Dogs Low High High Low R&D Market Growth Rate Competitive Position (Ratios of Share-to-Share of Largest Competitor) Chapter 15 – Setting Priorities for Businesses and Brands PPT 15- The Market Attractiveness-Business Position Matrix High Medium Low High Medium Low Invest/ Grow Selective Investment Harvest/ Divest Figure Market Attractiveness Business Position Strategic Market Management 7th Edition – David Aaker Chapter 15 – Setting Priorities for Businesses and Brands PPT 15- Evaluating Ability to Compete Organization Growth Share by Segment Customer Loyalty Margins Distribution Technology Skills Patents Marketing Flexibility Figure Chapter 15 – Setting Priorities for Businesses and Brands PPT 15- Evaluating Market Attractiveness Size Growth Customer satisfaction Levels Competition: Quantity, Types, Effectiveness, Commitment Price levels Profitability Technology Governmental regulations Sensitivity to economic trends Figure Strategic Market Management 7th Edition – David Aaker The Exit Decision Business position Market attractiveness Strategic fit Firm’s strategic direction has changed Firm’s resources could be better employed elsewhere Exit barriers Biases Inhibiting the Exit Decision Reluctance to give up Confirmation bias—seek out optimistic information Escalation of commitment Milk Strategy Enough loyalty to support a business Business is not central Demand is stable Price structure is stable Milting strategy can be managed Prune the Brand Portfolio Prioritize resources Remove confusion Remove strategic paralysis—so many options that branding new products is difficult Chapter 15 – Setting Priorities for Businesses and Brands .

• Quản trị kinh doanh
• Strategic market management
• Lecture Strategic market management
• Quản lý thị trường chiến lược
• Strategic analysis
• The business portfolio
• Competitor analysis
• Strategic groups
• Environmental analysis
• Strategic uncertainty
• Market analysis
• Submarket analysis
• Customer analysis
• Internal analysis
• Sustainable competitive advantage
• Business strategy challenges
• Strong brand relationship
• The customer’s sweet spot
• Energizing the business
• Leveraging the business
• The mirage of synergy
• Creating new businesses
• Managing category perceptions
• Global strategies
• Strategy structure