Videoconf dash y one page plan

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

[email protected]