Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall Ch 8 -1 “The greatest strategy is doomed if it’s implemented badly.” – Bernard Reimann Implementing Strategies
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Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall
Ch 8 -1
“The greatest strategy is doomed if it’s implemented badly.” – Bernard Reimann
Implementing Strategies
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall
Ch 8 -2
Less than 10% of strategies formulated are successfully implemented!
The Nature of Strategy Implementation
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Ch 8 -3
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Ch 8 -4
Market segmentation
Product positioning
Marketing Issues
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Ch 8 -5
Subdividing of a market into distinct subsets of customers according to needs and buying habits
Marketing Issues
Market Segmentation
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Ch 8 -6
Market Segmentation
Market SegmentBasis Psychographic
Behavioral
Geographic
Demographic
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Ch 8 -7
Product Place Promotion Price
Marketing Mix Variables
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Ch 8 -8
Marketing Issues
Schematic representations that reflect how products/services compare to competitors’ on dimensions most important to success in the industry
Product Positioning
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Ch 8 -9
Product Positioning Steps
1. Select key criteria2. Diagram map3. Plot competitors’ products4. Look for niches5. Develop marketing plan
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Ch 8 -10
Product-Positioning Map for Menswear Retail Stores
Very latest, fashionable menswear
Conservative, everyday menswear
Low Price High Price
Average department store
Average specialty chain
Average mass merchandiser or discounter
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Ch 8 -11
Projected Income Statement
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Ch 8 -12
Projected Balance Sheet
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Ch 8 -13
Types of Budgets
Cash budgets Operating budgets Sales budgets Profit budgets Factory budgets Capital budgets
Expense budgets Divisional budgets Variable budgets Flexible budgets Fixed budgets
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Ch 8 -14
1. What a firm owns
2. What a firm earns
3. What a firm will bring in the market
Evaluating Worth of a Business
Three Basic Approaches
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Ch 8 -15
Evaluating Worth of a Business
Net worth or stockholder’s equity Net profit – conservative value
would be five times the firm’s current annual profits
Price-earnings ratio method Outstanding shares method
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall
Ch 8 -16
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