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Learning Outcomes
History of Lexus
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Strategy
Strategy
Strategic Planning
Strategic planning is the
process of developing and
maintaining a
strategic
fit between the
Excellent Companies
Efficient
Thrive
1
Inefficient
Survive
3
Ineffective
Die-Quickly
2
Die-slowly
4
Strategic Planning
- External environment,
- Business unit goals
- Business unit strength &
weaknesses
Product/Market
Analysis
KEY OUTPUTS
Mission Statement
Financial Summary
Market Overview
SWOT Analyses
Portfolio Summary
Assumptions
Marketing Objectives and Strategies
Three Year Forecasts and Budgets
One-Year Short Term Plan
Differentiation
The business concentrates on achieving superior
performance in an important customer benefit areas valued
by a large part of the market
Focus
The business focuses on one or more narrow market segments, get to know
them intimately, and pursue either cost leadership or differentiation within
the target segment
Example
Supplier
Power
Supplier power
-Moderate number of suppliers
-Suppliers large
-Able to substitute
-Able to change
Neutral supplier power
Threat of
substitution
-Some cross-products
-Ability to import food
Some substitution (-)_
Threat
of New
entry
Competiti
ve
Rivalry
Threat of
substitutio
n
Competitive rivalry
-Vary many competitors
-Commodity products
-Low switching costs
-Low customer loyalty
-High costs of leaving
market
High competition (- -)
Buyer
Power
Buyer Power
-Few, large supermarkets
-Vary large orders
-Homogeneous product
-Extreme price sensitivity
-Ability to substitute
High buying power (- -)
Strategic Planning
Assessing
growth opportunities.
(strategic fit )
Strategic Planning
Strategic Planning
Company division
Product line within a division
Single product or brand
Strategic Planning
Strategic planning is the
process of developing and
maintaining a strategic fit
between the organizations
goals and capabilities and
Strategic Planning
Integrative - horizontal, backward and forward integration - Identify opportunities within current business,
build/acquire businesses related to current business
Diversification - identify opportunities to add businesses unrelated to current businesses.
Jaguar XE
Ansoffs Product-Market
Strategic Planning
Strategic Planning
Victorinox Adapts
37
37
More usage
NCH
Responsive anticipation
Creative anticipation
Market-Follower Strategies
Counterfeit
er
Duplicate
the
leaders
product
and
packages
Cloner
Emulates the and sells it
on the
leaders
black
product,
market
name and
packaging
with slight
Adapter
The adapter
takes the
leaders
product and
adapts or
improve
them
Imitator
The imitator
copies
some things
from the
leader but
differentiate
Create niches
Expand niches
Protect niches
End-User
Specialist
Vertical-Level
Specialist
Customer-Size
Specialist
Specific-Customer
Specialist
Geographic
Specialist
Product-Line Specialist
Job-Shop Specialist
Quality-Price Specialist
Service-Specialist
Channel Specialist
Brand Leadership
Bre
a
dow k
n
the
min
ds e
t
Thanks
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