Transcript
8. BLUE OCEAN STRATEGY
11 BLUE OCEAN STRATEGY
Kotler Keller
Dr. Waseso Segoro, Ir. MM.
IT TELKOM, APRIL 6, 2009
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BLUE OCEAN STRATEGY Creating product and services for which there are no
direct competitors
Managers should look beyond those boundaries to find uncoppied market positions that represent real value innovation
Designing creative business ventures to positively affect both a company’s cost structure and its value proposition to consumers
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Southwest Airlines created an airline that offer reliable, fun, and convinient service at a low cost
Callway Golf designed “Big Bertha”, a golf club with a large head and expanded sweet spot that helped golfers frustrated by the difficulty of hitting a golf ball squarely.
NetJets figured out to offer private jet service to a larger group of customers through fractional ownership
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BOS - Formulation Principles
Reconstruct market boundaries
Focus on the big pictures not the numbers
Reach beyond existing demand
Get the strategic sequence right
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BOS - Execution Principles
Overcome key organizational hurdles (Cognitive,Resource, Motivational,and Political - hurdles)
Build execution into strategy
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8. PLC STRATEGY DEVELOPMENT
10 Product Life Cycle
Kotler Keller
Dr. Waseso Segoro, Ir. MM.
IT TELKOM, APRIL 6, 2009
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Chapter Questions
What marketing strategies are appropriate at each stage of the product life cycle?
What are the implications of market evolution for marketing strategies?
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Market Evolution Stages
Emergence, before a market materializes, it exists as a latent market. On launching the product, the emergence stage begins.
Growth, if the new product sells well, new firms will enter the market, ushering in a market growth stage.
Maturity, eventually competitors cover and serve all the major market segments and the market enters the maturity stage.
Decline, demand for the present products will begin to decrease and the market will enter the decline stage.
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Product Life Cycle
Introduction, a period of slow sales growth
Growth, a period of rapid market acceptance and substatial profit improvement
Maturity, a slowdown in sales growth
Decline, sales show a downward drift and profits erode
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Facts about Life Cycles
Products have a limited life.
Product sales pass through distinct stages, challencges, opportunity, problem to the seller
Profits rise and fall at different stages.
Products require different marketing, financial, manufacturing, purchasing, and human resource strategies in each stage.
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Marketing Program Modifications
Prices, would a price cut attract new buyers?
Distribution, can more outlets be penetrated?
Advertising, should advertising expenditures be increased?
Sales promotion, should the company step up the promotion?
Services, can the company speed up delivery?
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NEXT WEEK GROUP ASSIGNMENT
PRODUCT LIFE CYCLE :
DO BRANDS HAVE FINITE LIVES?
PLEASE CHOOSE ANY BRAND
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