tailieunhanh - Lecture Business marketing: Connecting strategy, relationships, and learning (4/e): Chapter 6 - Dwyer, Tanner
Chapter 6 - Market strategy. In this chapter, students will be able to understand: elements of business strategy, critical elements in a strategic plan, strategy process model 2, wants-gets grid, value chain analysis, market orientation elements,. | McGraw-Hill/Irwin Copyright © 2009 by the McGraw-Hill Companies, Inc. All rights reserved. Chapter 6 Market Strategy ELEMENTS OF BUSINESS STRATEGY Determining the product market to serve (What markets do we serve with what products) Determining the level of commitment to provide resources (What level of investment in the product market are we willing to make) Determining the objectives and plans for each functional area (What are the detailed aims and action plans) 1 3 4 Determine partner relationship commitments (How do agreements impact choices) 2 6- CRITICAL ELEMENTS IN A STRATEGIC PLAN Determining the product market to serve (What markets do we serve with what products) Determining the level of commitment to provide resources (What level of investment in the product market are we willing to make) Determining the objectives and plans for each functional area (What are the detailed aims and action plans) 1 2 3 6- STRATEGY PROCESS MODEL 1 EXTERNAL ANALYSIS SELF (INTERNAL . | McGraw-Hill/Irwin Copyright © 2009 by the McGraw-Hill Companies, Inc. All rights reserved. Chapter 6 Market Strategy ELEMENTS OF BUSINESS STRATEGY Determining the product market to serve (What markets do we serve with what products) Determining the level of commitment to provide resources (What level of investment in the product market are we willing to make) Determining the objectives and plans for each functional area (What are the detailed aims and action plans) 1 3 4 Determine partner relationship commitments (How do agreements impact choices) 2 6- CRITICAL ELEMENTS IN A STRATEGIC PLAN Determining the product market to serve (What markets do we serve with what products) Determining the level of commitment to provide resources (What level of investment in the product market are we willing to make) Determining the objectives and plans for each functional area (What are the detailed aims and action plans) 1 2 3 6- STRATEGY PROCESS MODEL 1 EXTERNAL ANALYSIS SELF (INTERNAL ANALYSIS Evaluate opportunities, threats and strategic questions Evaluate strengths, weaknesses, problems, constraints, questions STRATEGY IDENTIFICATION AND SELECTION Exhibit 6-2 6- STRATEGY PROCESS MODEL 2 Negotiate final plan Measure progress toward objectives Audit Develop financial documents Update historical data Collect current situation data Data analysis Develop objectives, strategies, programs Exhibit 6-2 6- Strategy integration and capability development Gap analysis Environmental scanning Strategy development Define mission Develop statement of operating principles and values Define vision Define goals Strategic planning foundation Track 1 Track 2 Define planning assumptions & implications: Develop consensus re: environment (customer/market, competition, suppliers, etc.) Define total market & most attractive segments Define leadership requirements, assess long-term strengths & weaknesses in attractive segments Select segments and define corporate & segment strategy .
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