Professional Documents
Culture Documents
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Strategic Marketing
-It is a corporate
Strategy
- It is based on
understanding market
trends & customers
- Company wide
perspective
organizational
Integration
Becoming MarketOrientation
Achieving Superior
Performance
Customer
Value/
Capabilities
Match
Determining
Distinctive
Capabilities
Customer Focus
>> What are the customers value requirements?
o
Competitive Intelligence
Cross-Functional
Coordination
Remove the walls between business
functions. Cross functional teamwork guides
the entire organization toward providing
superior customer value.
Performance Implications
Market orientation leads to superior
organizational performances by starting
strategic analysis of market and competition .
Companies that are market oriented display
favorable organizational performances
compared to those who are not market
oriented.
Becoming a Market-Oriented
Organization
Information
Acquisition
Cross-Functional
Analysis of Information
Shared Diagnosis and Coordinated Action
Determining Distinctive
Capabilities
Capabilities
are complex bundles of skills and
accumulated knowledge, exercised through
organizational processes, that enable firms to
coordinate activities and make use of their assets
Disproportionate
(higher)
contribution to
superior
customer value
Compelling
Logic of Distinctive
Capabilities
Provides value to
customers on a more
cost-effective basis
Outside-In
Processes
Spanning
Processes
Inside-Out Processes
EXTERNAL
EMPHASIS
Outside-In
Processes
Market sensing
Customer
linking
Channel
bonding
Technology
monitoring
INTERNAL
EMPHASIS
Spanning
Processes
Customer order
fulfillment
Pricing
Purchasing
Customer service
delivery
New product/service
development
Strategy development
Inside-Out
Processes
Financial
management
Cost control
Technology
development
Integrated logistics
Manufacturing/
transformation
processes
Human resources
management
Environment health
and safety
Organizational Processes
Southwest uses a point-to-point route system rather than the hub-andspoke design used by many airlines. The airline offers services to 57
cities in 29 states, with an average trip about 500 miles. The carriers
value proposition consists of low fares and limited services (no meals).
Nonetheless, major emphasis throughout the organization is placed on
building a loyal customer base. Operating costs are kept low by using
only Boeing 737 aircraft, minimizing the time span from landing to
departure, and developing strong customer loyalty. The company
continues to grow by expanding its point-to-point route network.
Coordination of Activities
Coordination of activities across business functions is facilitated by the
point-to-point business model. The high aircraft utilization,
simplification of functions, and limited passenger services enable the
airline to manage the activities very efficiently and to provide on-time
point-to-point services offered on a frequent basis.
Assets
Southwests key assets are very low operating costs, loyal customer
base, and high employee esprit de corps
Customer Value:
Creating Value:
Customer value is the outcome of a process that
begins with a business strategy anchored in a deep
understanding of customer needs.
Value
Requirements
Matched with
Distinctive
Capabilities and
value
requirements.
Distinctive
Capabilities
Buyers form
value
expectations and
decide to
purchase goods
and services
based on their
perceptions of
product's
benefits less than
the cost
Customer
Value
Benefits
Costs
Market Sensing
Capabilities
Market Driven
Strategies
Customer Linking
Capabilities
27 million
Smart Phones
What happened??
40 different variety
Cheap handsets
Aggressive promotional campaign
Business and Marketing strategy
Shift from Infotainment to Life Care
One Strategy
Managements vision defines what the corporation is and what it does and
provides important guidelines for managing and improving the corporation
Objectives of Intel
Resources of DHL:
Speedy service around 220 countries and territories
More than 275,000 employees
Fleet of 83,400 vehicles
Markets,
Segments
and Value
Implementing and
Managing Market-Driven
Strategy
Market-Driven
Program
Development
Designing
Market-Driven
Strategies
Strategic market
segmentation
Designing market-driven
Positioning
refers to the strategies and tactics used to
strategies
gain a favorable position in the mind of the targeted
segment decided to serve.
Designing market-driven
strategies
Building long-term relationships with customers
and value chain partners offers companies a way
to provide superior customer value.
Designing market-driven
strategies
Old products are need to
replace by new products when
sales and profit growth.
Innovation and new product
strategy help organizations
achieve business
breakthroughs
2.
3.
4.
5.
6.
Events
Networking
Sales Pitches
Follow-up with clients
Promotional products
(contd)
market-driven organizations
control
Marketing Plan and budget
II. Implementation of plan
III.Managing and controlling the strategy
I.
Escalating Globalization
Escalating Globalization
The global marketplace is dynamic and changing
in complex ways with fundamental effects in the
competitiveness and viability of companies in
many sectors. The internationalization of
business is well recognized in terms of the
importance of export-import trade and growth of
international corporations .