Transcript
www.eoi.esMKTG FUNDAMENTALS/ Antonio Fontanini
MARKETING TOOLS
ONLINE MASTERS
PROFESSOR
Antonio Fontanini
Internal
Environment
External
EnvironmentThe Strategic
Management
Process
Strategic Intent
Strategic Mission
Strategic
Competitiveness
Above Average
ReturnsFeedback
Strategy Formulation
Business-Level
StrategyCompetitive
Dynamics
Corporate-Level
Strategy
Global
StrategyCooperative
Strategies
Acquisitions &
Restructuring
Strategy Implementation
Corporate
GovernanceStructure
& Control
Strategic
Leadership
Entrepreneurship
& Innovation
Str
ate
gic
Inp
uts
Str
ate
gic
Acti
on
sS
trate
gic
Ou
tco
mes
¿Donde estaremos activos?
Productos
Segmentos de Mercado
Áreas Geográficas
Tecnologías
Creación de valor
¿Como llegaremos allí?¿Red de Venta, Piggy back?
¿Filial Propia o Distribución?
¿Joint Venture, Partnership?
¿Licencias, Franquicias?
¿VAR, VAD, Agente, Trader,..?
¿Que haremos primero?
Velocidad de expansión
Secuencia de ejecución
¿Como nos diferenciamos?
¿Mejores Precios?
¿Mejor Producto/Servicio?
¿Mejor Imagen?
¿Estilo, Marca?
LÓGICA ECONÓMICA
¿Como ganaremos dinero?
¿Tenemos los costes + bajos?
¿Aplicamos los precios +altos?
¿Tenemos volúmenes de escala?
VEHICULOSARENAS
STAGING VALOR
El Diamante Estratégico
30/11/2014
CustomersNeeds and other
Segmenting
Dimensions
CompanyMission, Objectives,
& Resources
CompetitorsCurrent &
Prospective
S.
W.
O.
T.
External Market EnvironmentTechnology, Political & Legal, Social & Cultural, Economic
Marketing Strategy Planning Process
Targeting &
Segmentation
Positioning & Differentiation
Narrowing down to focused strategy with quantitative and qualitative screening criteria
MARKETING DASHBOARD
ONE PAGE PLAN
The second Sigmoid curve
A Product/Company life diagram
Empires (dictatorships), our life, our personal relationships
Everything is condemned to vanish and die?
The second Sigmoid curve
Few 1st curve managers survive to the 2nd
Timing: Coca Cola measures in centuries
AB
Total Industry
Profit
+
-
$ 0
Market Introduction
Market Growth
Market Maturity
Sales Decline
Time
Total Industry
Sales
Leverage = M(aneuver) x R(eturn)
Product Life-Cycle: Strategic Leverage
Placement
Promotion
Product
Placement
Price
Price
Price
Promotion
Placement
Price
Product
Placement Total Industry
Profit
+
-
$ 0
Market Introduction
Market Growth
Market Maturity
Sales Decline
Time
Total Industry
Sales
Rivalry
Product life-cycle: Rivalry
ModerateWin - Win Lose - LoseWin - Lose
STRATEGIC MANAGEMENT IN GLOBAL CORPORATIONS
MUCHAS (MUCHÍSIMAS)
GRACIAS
antoniofontanini@eoi.es
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