Models for strategic marketing

Marketing Strategy 2

Learning objectives
- You are able to regonise & define relevant strategic marketing options
o How to grow business & where to compete
- You are able to explain them meaning of the most relevant strategy
models
o Ansoff
o Porter
o Treacy & Wiersema
o BCG
o Ge/McKinsey (MABA)
- You know some advantages & disadvantages of the different models
- Understand the basics of a GTM strategy (not exam material)
Strategic Planning
- See table
- Where to play & how to win?

Where to play & how to grown (and win)
- SBU level  Business strategy  business plan per strategic business
unit (division or product) (what growth strategy are we pursuing? What is
our core competence? How do we compete?

Models for strategic planning?
- How to win? (lecture 3)
o Generic strategy  porter
o Value discipline model  Treacy & Wiersema
- Where to play?
o Portfolio planning  BCG or McKinsey BAMA
- How to grow/win?
o Generic strategy  Ansoff



Where to play?
- Business portfolio analysis:
o A method of categorizing a firm’s products/ business units
according to
 Their relative competitive position
 Business growth rate
In order to lay the foundations for sounds strategic planning/to
determine the optimum allocation of its resources
- Two methods
o BCG Matrix