MNM3709 - STRATEGIC MARKETING
Different strategy levels in an organization
Corporate level ,Business level functional level.
Corporate strategy
Overall purpose and scope of the org, how value can be added.
Business strategy
How do we compete in this market relating to each business unit and
product line.
Functional strategy
Supports business level strategy through marketing,HR,production, info
systems and finance functions.
Strategic business unit (SBU)
SBU's are distinct business units set up to handle specific product lines
Environmental variables
Demographic
International
Technological
Legal/government
Social and cultural
Economic
Demographic environmental variables
Age,race,sex,economic status, level of education, income level and
unemployment.
International environmental variables
,Political disposition in countries, change in leadership or culture can
increase/decrease economic participation of the rest of the world.
Technical environmental variables
Speed of change.
Regulating change.
Higher budgets.
Product adjustments versus high research investment.
Limitless innovation.
Social and cultural variables
Replacing the traditional resume' with an in-depth personal brand.
Economic variables
Inflation.
People saving less and borrowing more.(savings ratio)
Increase in debt.
Legal environmental variables
Employment laws, international trade regulations and restrictions and
any other laws and regulations in a country.
Growth share matrix
a chart used to describe SBU's based on their market growth and market
share rates.
Dog
SBU's with Low market growth, low market share
Cash cow
SBU's with Low market growth,
High market share
Problem child
, SBU's with High market growth, low market share
Star
SBU's with High market growth, high market share
Key barriers to entry
Economies of scale.
Government policies.
Strong brand identity.
high switching costs
limited access to distribution channels.
Product differentiation.
likelihood of retaliation from existing industry players.
Porters model
Shows competitive structure of an industry.
Market attractiveness variables
Competitors, Organizational resources, Segment size, growth rate,
profitability, accessibility and differentiation.
RWCSA model
Representative weighted competitive strength assessment model.
Porter’s variables for categorizing products
Competitive scope and competitive advantage
5 forces of Porters model
The threat of new entrants.
The bargaining power of suppliers.
The bargaining power of buyers.
Threats of substitutes.
Industry competitors.
Different strategy levels in an organization
Corporate level ,Business level functional level.
Corporate strategy
Overall purpose and scope of the org, how value can be added.
Business strategy
How do we compete in this market relating to each business unit and
product line.
Functional strategy
Supports business level strategy through marketing,HR,production, info
systems and finance functions.
Strategic business unit (SBU)
SBU's are distinct business units set up to handle specific product lines
Environmental variables
Demographic
International
Technological
Legal/government
Social and cultural
Economic
Demographic environmental variables
Age,race,sex,economic status, level of education, income level and
unemployment.
International environmental variables
,Political disposition in countries, change in leadership or culture can
increase/decrease economic participation of the rest of the world.
Technical environmental variables
Speed of change.
Regulating change.
Higher budgets.
Product adjustments versus high research investment.
Limitless innovation.
Social and cultural variables
Replacing the traditional resume' with an in-depth personal brand.
Economic variables
Inflation.
People saving less and borrowing more.(savings ratio)
Increase in debt.
Legal environmental variables
Employment laws, international trade regulations and restrictions and
any other laws and regulations in a country.
Growth share matrix
a chart used to describe SBU's based on their market growth and market
share rates.
Dog
SBU's with Low market growth, low market share
Cash cow
SBU's with Low market growth,
High market share
Problem child
, SBU's with High market growth, low market share
Star
SBU's with High market growth, high market share
Key barriers to entry
Economies of scale.
Government policies.
Strong brand identity.
high switching costs
limited access to distribution channels.
Product differentiation.
likelihood of retaliation from existing industry players.
Porters model
Shows competitive structure of an industry.
Market attractiveness variables
Competitors, Organizational resources, Segment size, growth rate,
profitability, accessibility and differentiation.
RWCSA model
Representative weighted competitive strength assessment model.
Porter’s variables for categorizing products
Competitive scope and competitive advantage
5 forces of Porters model
The threat of new entrants.
The bargaining power of suppliers.
The bargaining power of buyers.
Threats of substitutes.
Industry competitors.
