Professional Documents
Culture Documents
Chapter 6
Market Strategy
(What level of investment in the product market are we willing to make) (What are the detailed aims and action plans)
6-3
6-4
Audit
6-6
Strategy development
Business strategy
5. Track 2
Define planning 6. Define total 7. Define 8. Select assumptions & leadership market & segments implications: requirements, most and define Develop consensus re: attractive assess long-term corporate & environment strengths & segments segment (customer/market, weaknesses in strategy competition, attractive segments suppliers, etc.) Strategy integration and capability development Gap analysis
Define capability 10. gaps by assessing strengths/ weaknesses against current capabilities & specific competitors in selected segments
9.
Track 3
Exhibit
Appraise, test 12. Modify & reconcile goals if strategy with required, set functional functional plans/ and needs business objectives 6-2
6-7
WANTS-GETS GRID
HIGH PERFORMANCE
Reliable delivery
Sales support
UNDERACHIEVEMENT
CONCEPTUAL MAP
Project managers competency
Hi NOVUS MAVUUS T3 Bad Reputation for Good Excellence CLARKE
Lo Exhibit 6-6
6-9
40%
50%
Manufacturers 2 101
Distributors 130
Users 200
60% 100%
50% 100%
$15mm
6-10
PRODUCT DIFFERENTIATION ECONOMIES OF SCALE CAPITAL REQUIREMENTS ACCESS TO DISTRIBUTION CHANNELS COST DISADVANTAGES UNRELATED TO SIZE GOVERNMENT POLICY
Exhibit 6-9
6-12
CHOOSE ITS COMPETITIVE BATTLEGROUND JUDICIOUSLY CHANGE THE COMPETITIVE STRUCTURE OF THE INDUSTRY ANTICIPATE AND EMPLOY CHANGE
6-13
Market disruption
Exhibit 6-10
6-14
KOMATSUV CATERPILLAR
Arena 1 Cost & Quality Arena 2 Timing & Know-how Arena 3 Strongholds Arena 4 Deep Pockets Disrupt Cats strategic strengths Boost Lower quality cost
Outmaneuver Cats strengths (Encircle Cat)
Geographic Komatsu moves out of Japanese stronghold to Asia, Europe, South America, and lastly North America
Komatsu builds resources, new plants and user alliances to Gain strengths initially
2. Analyzing information to develop market knowledge 3. Using this knowledge to guide strategy
6-16
Visionary leadership
Information systems
Execution
Exhibit 6-13
6-18