Professional Documents
Culture Documents
PRODUCERS
CONSUMERS
MONEY & INFORMATION
EXCHANGE
CONCEPT
PRODUCTION
CONCEPT
PRODUCT
CONCEPT
SALES
CONCEPT
MARKETING
CONCEPT
STARTING
POINT
FACTORY
FOCUS
MEANS
PRODUCTS
ENDS
TARGET
MARKET
CUSTOMER
NEEDS
INTEGRATED MARKETING
Seeks to quickly
convert product into
cash.
View business as a
good producing
process.
Cost determines the
price.
Traditional concept.
Seeks to convert
customer needs into
products.
View business as a
customer satisfying
process.
Consumer determines
price.
Modern concept.
Consumer orientation.
Integrated management function.
Consumer satisfaction.
Realization of all organizational goals
(including profits).
COMMUNICATION
INDUSTRY
(A COLLECTION
OF SELLER)
GOODS/SERVICES
MONEY
INFORMATION
MARKET
(A COLLECTION
OF BUYERS)
n
io
Fin
ke
tin
o
Pr
an
ce
R
H
M
ar
t
uc
d
ro
n
io
ct
u
d
e
ark
g
tin
Finance
HR
Production
Production
Production
Marketing
HR
Customer
Fin
a
nc
e
ina
nc
e
HR
Customer
Finance
Marketing
HR
Marketing
STARTING FOCUS
POINT
INDIVIDUAL
CUSTOMER
CUSTOMER
NEEDS AND
VALUES
MEANS
ONE TO ONE
MARKET
INTEGRATION
& VALUE
CHAIN
ENDS
PROFITABLE
GROWTH THROUGH
CAPTURING
CUSTOMER SHARE,
LOYALTY &
STAISFACTION
VALUE
PRODUCT
PRICE
PLACE
PROMOTION
MARKETING MIX
PRODUCT
PRICE
PROMOTION
PLACE
PRODUCT VARIETY
LIST PRICE
SALES PROMOTIONS
CHANNELS
QUALITY
DISCOUNT PRICE
ADVERTISING
COVERAGE
DESIGN
ALLOWANCES
SALES FORCE
ASSORTMENTS
FEATURES
PAYMENT PERIOD
PUBLIC RELATIONS
LOCATIONS
BRAND NAME
CREDIT TERMS
DIRECT MARKETING
INVENTORY
PACKAGING
SIZES
SERVICES
WARRANTIES
TRANSPORT
Eg: - Scooters,
motorcycles, mopeds,
three wheeler
PRODUCT
CUSTOMER SOLUTION
PRICE
CUSTOMER COST
PLACE
CONVIENCE
PROMOTION
COMMUNICATION
Channels of distribution
Transportation
Warehousing
Marketing Research.
Advertising, Sales Promotion & Publicity.
International Marketing.
Industrial Marketing.
Consumer Behavior
Marketing of Services.
Rural Marketing.
STRATEGIC POSITION
DE
M
S
OR
T
C
FA
MARKETER
L
CIA
O
S
CONSUMER
POLIT
IC
AL FA
CTORS
FA
CT
O
TE
NO
H
C
G
LO
RS
LEG
A
L
F
ACTO
RS
COMPETITOR
S
SUPPLIERS
OG
RA
PH
IC
DISTRIBUTOR
CU
LT
UR
AL
FA
CT
OR
S
ECONOMICS FACTORS
IC
AL
TO
C
FA
RS
MACRO ENVIROMENT
1.
2.
3.
4.
5.
6.
7.
8.
DEMOGRAPHIC
ENVIRONMENT
SOCIO CULTURAL
ENVIRONMENT
ECONOMIC ENVIRONMENT
POLITICAL ENVIRONMENT
NATURAL ENVIRONMENT
TECHNOLOGICAL
ENVIRONMENT
LEGAL ENVIRONMENT
GOVERNMENT ENVIRONMENT
MICRO ENVIRONMENT
1.
2.
3.
4.
5.
6.
Form of government.
Political stability.
Government rules & regulations.
Government policies & procedure.
Corporate affairs.
Consumer protection.
Employee protection.
Sectoral protection.
Corporate protection (protecting companies from each
other, preventing unfair competition).
Protection of society as a whole against undesired
business behavior.
Regulations on products, price & distribution.
Control on trade practices.
Protecting national firms against the competition of
foreign firms.
According to the firm, what is the basic need the product serves to the
market?
According to the consumer, what is the need it serves?
What constitutes customer value in the business as per their
perception?
What benefits do the consumers look for in the product?
Of the many benefits they look for, what are their preferences /
priorities / ranking?
Who are the consumers (number, location, etc.)
Purchasing power of the consumers.
Buying behavior; buying motives, buying habits.
Personality traits / attitudes.
Lifestyles & needs, present position & trends.
Brand loyalty.
Reasons / motives for customers patronage of specific brands.
Brand switching; how loyalties are shifting.
Reactions of customers to the companys & competition products.
Who among the competitors remains closest to the customer & why?
INDIVIDUAL
CONSUMER
Individual buy thing for
BUSINESS / INDUSTRIAL
BUYERS
He is commercial buyer who
decision making.
I.
II.
INDIVIDUAL FACTORS
INFORMATION FROM
VARIOUS SOURCES
SOCIAL FACTORS
PERSONAL FACTOR
CULTURAL FACTOR
PSYCHOLOGICAL FACTOR
Age
Religion
Beliefs
Education
Language
Attitudes
Economic position
Status
Self concept
Motivation
Perception
Influence of intimate
groups
Family
Friends
Colleagues
Peer group
(with same group)
Influence of brand
social class
GEOGRAPHIC
SEGMENTATION
DEMOGRAPHIC
SEGMENTATION
BENEFIT
SEGMENTATION
BASES FOR
MARKET
SEGMENTATION
VOLUME
SEGMENTATION
ECONOMICS
SEGMENTATION
PSYCHOGRAPHIC
SEGMENTATION
BUYER
BEHAVIOR
SEGMENTATION
MOST MODERN
HOSPITALS
Escorts heart &
research centre,
Batra hospital &
research centre,
etc.
These hospitals are
constantly on the
look out for new
instrument to
became more
efficient.
AUTONOMOUS
HOSPITAL
E.g. AIIMS.
Here the most important
influence on purchase
decision is based on the
specialist doctors & heads
of respective departments.
Even if they go in for
tenders, the purchase
decision is influenced by
technical specification
rather than price alone.
GOVERNMENT
HOSPITALS
E.g. Ram Manohar
Lohia Hospital, G.B
Pant Hospital, etc.
Here the purchase
decision is influenced
by medical
superintendent &
financial controller.
They generally decide
in favor of the lowest
quote.
MEDIUM SIZE
PRIVATE HOSPITALS
NURSING HOMES
FREE LANCING
ANETHETIST
Doctor anesthetist
who are attached
with different nursing
homes have their
own pulse oximeter
so that they can use
where this facility is
not available in the
nursing homes.
P1
P1
P2
P2
P3
P3
P1
M1
M2
M3
SINGLE SEGMENT CONCENTRATION
M1
M2
M3
SELECTIVE SPECIALISATION
P2
P3
P1
P1
M1
M2
M3
FULL MARKET COVERAGE
P2
P2
P3
P3
M1
M2
M3
PRODUCT SPECIALISATION
M1
M2
M3
MARKET SPECIALISATION
Services market.
Agriculture, Forestry & Fishing.
Manufacturing Industries.
Transportation, Communication & Other public utility.
Constructing.
Mining & Quarrying.
Customer size.
King of organization.
Geographical location, etc.
DIFFERENTIATED
MARKETING
UNDIFFERENTIATED
MARKETING
CONCENTRATED
MARKETING
DECISION MAKING
PROCESS
INPUT
STIMULI
OUTPUT
BEHAVIOR
PSCHOLOGICAL FRAME
PERSONALITY
MOTIVATION
SOCIAL
ENVIRONMENT
NEED
RECOGNIZATION
PRODUCT
AWARENESS
INTENTION
INTEREST
INTEREST
BREAK
EVALUATION
PURCHASE
PERCEPTION
FIRMS
MARKETING
EFFORTS
POST
PURCHASE
BEHAVIOR
REPEAT
PURCHASE
ATTITUDE
DISCONTINUATION
NEED AROUSAL
INFORMATION SEARCH
EVALUATION BEHAVIOR
PURCHASE DECISION
POST - PURCHASE BEHAVIOR
STRAIGHT
REBUY
NEW TASK
MODIFIED
REBUY
PROBLEM RECOGNIZATION
GENERAL NEED DESCRIPTION
PRODUCT SPECIFICATION
SUPPLIER SEARCH
PROPOSAL SOLICITATION / SUPPLIER SELECTION
ORDER ROUTINE SPECIFICATION & PERFORMANCE REVIEW
A companies can train & motivates the sales force to spot & report new
development.
A company can motivate distributors, retailers & other intermediaries to pass
along important intelligence.
A company can network externally.
A company can set up a customer advisory panel.
A company can take advantage of government data resources.
A company can purchase information from outside suppliers.
A company can use online customer feedback system to collect competitive
intelligence.
COLLECTING DATA
RESEARCH ON MARKET
Analyzing market potential for the existing
product & estimating the demand for the
new ones.
Sales forecasting.
Analyzing the sales potential.
Studying the market trends, etc.
PRIMARY METHODS
SECONDARY METHODS
QUESTIONNAIRE
METHOD
INTERVIEW
METHOD
DELPHI
TECHNIQUES
PROJECTIVE
TECHNIQUES
FOCUS
GROUP
INTERVIEW
Information
need
Methods of
data collection
Sample size
PROCURE
MAKE
PRICE
ADVERTISE
SELL
/ PROMOTE
DISTRIBUTE
SERVICE
MARKET
PRODUCT
STRATEGIC MARKETING
SERVICE
DEVELOP
MENT
SALES
PRICING
SALES
DISTRIBU
TION
FORCE
TACTICAL MARKETING
PROMO
TION
ADVERTIS
ING
Harvard
of Harvard
FIRM INFRASTRUCTURE
HUMAN RESOURCE MANAGEMENT
TECHNOLOGY DEVELOPMENT
PROCUREMENT
INBOUND
LOGISTIC
LOGISTIC
&
SERVICES
PRIMARY ACTIVITIES
SERVICES
MA
RG
IN
ACTIVITIES
IN
RG
MA
SUPPORT
of Harvard
These are: They bear the major responsibility for correctly identifying the
customers needs & requirements.
They communicate customer expectations properly to product
designers.
They must make sure that customers order are filled correctly & on
time.
They must check that customers have received proper instructions,
training & technical assistance in the use of the product.
They must stay in touch with customers after the sale to ensure that
they are satisfied & remain satisfied.
They must gather customer ideas for product & service
improvements & convey them to the appropriate departments.
IDEA GENERATION
SCREENING THE IDEAS
BUSINESS ANALYSIS
DEVELOPING THE PRODUCT
TESTING THE PRODUCT
COMMERCIALISATION OF PRODUCT
GROWTH
MATURITY
TIME
DECLINE
CHARACTERISTICS
INTRODUCTION
GROWTH
MATURITY
DECLINE
SALES
Low sales
Peak sales
Declining sales
COSTS
PROFITS
Negative
Rising profits
High profits
Declining profits
COMPETITORS
Few
Growing numbers
Declining number
CUSTOMERS
Innovators
Early adopters
Middle majority
Laggards
MARKETING
OBJECTIVES
Create product
awareness & trial
Maximize market
share
Maximize profits
while defending
market share
Reduce
expenditure & milk
the brand.
STRATEGIES
INTRODUCTION
GROWTH
MATURITY
DECLINE
PRODUCT
Offer a basic
product
Offer product
extensions,
service , warranty
PRICE
Price to penetrate
market
Cut price
DISTRIBUTION
Build selective
distribution
Build intensive
distribution
Build more
intensive
distribution
Go selective phase
out of unprofitable
outlets
ADVERTISING
Build product
awareness
among early
adopters &
dealers.
Reduce to level
needed to retain
hard core loyal.
SALES PROMOTION
Reduce to take
advantage of
heavy consumer
demand
Reduce to minimal
level.
Increase to
encourage brand
switching
POTENTIAL PRODUCT
AUGMENTED PRODUCT
EXPECTED PRODUCT
BASIC PRODUCT
CORE BENEFIT
BASIC PRODUCT
EXPECTED PRODUCT
AUGMENTED PRODUCT
POTENTIAL PRODUCT
customers?
SLEEP.
CONSUMER GOODS
INDUSTRIAL GOODS
SERVICES
Hospitality
services
ON THE BASIS OF
DURABILITY
Durable goods
(cars, scooter,
furniture)
ON THE BASIS OF
SHOPPING
NATURE
Convince goods
(breads & biscuits)
Shopping goods
Non durable
goods
(soaps,
toothpaste, etc)
Specialty goods
(painting, jewellery,
carpet)
Distributive
trades
Business
professiona
l services
Transport
Installation
Fixed
Equipments
Communica
tion
Insurance,
banking &
financing
Defence &
administrati
ve services,
etc
FEATURES
MARKETING
PROBLEM
MARKETING
STRATEGY
INTANGIBILITY
Cannot be patented
communication.
INCONSISTENCY
Standardization hard to
achieve
Hard to set up quality control.
Can only predict quality or
determine it after service is
performed.
FEATURES
MARKETING MARKETING
PROBLEM
STRATEGY
INSEPERABILITY
INVENTORY
Customer must be
product.
Less efficient than goods
production.
Customer must be
present.
present.
Value can be short lived.
Capacity is finite.
Time period may be
limited.
Cannot be inventoried.
MARKUP PRICING
TARGET RETURN PRICING
PERCEIVED VALUE PRICING
VALUE PRICING
GOING RATE PRICING
The most elementary method is to add a standard markup to the products cost.
For E.g. Construction companies submit job bids by estimating the total project cost
& adding a standard markup for profit.
Lawyers & accountants typically price by adding a standard markup on their time &
costs.
Suppose a toaster manufacturer has the following costs & sales expectations: variable cost per unit
= $10
fixed cost
= $300,000
expected unit sales
=50,000units
The manufacturers unit cost is
= VC + FC / unit sales.
= $10 + $300,000/50,000
= $16
ADVERTISING
SALES PROMOTION
PUBLIC RELATION
PERSONAL SELLING
MISSION
MEDIA
MESSAGE
MONEY
MEASUREMENT
MESSAGE
MONEY
MISSION
STAGE IN PLC
SALES GOALS
ADVERTISING
OBJECTIVES
MARKET SHARE
& CONSUMER
BASE
COMPETITION
ADVERTISING
FREQUENCY
PRODUCT
SUBSTITUABILITY
MESSAGE GENERATION
MESSAGE EVALUATION &
SELECTION
MESSAGE EXECUTION
SOCIAL
RESPONSIBILITY
REVIEW
MEDIA
REACH, FREQUENCY
& IMPACT
MAJOR MEDIA TYPES
SPECIFIC MEDIA
VEHICLES
MEDIA TIMING
GEOGRAPHICAL
MEDIA ALLOCATION
MEASUREMENT
COMMUNICATION
IMPACT
SALES IMPACT
D
A
G
M
A
R
-------------------
DEFINING
ADVERTISING
GOALS
FOR MEASURED
ADVERTISING
RESULTS
MESSAGE GENERATION
MESSAGE EVALUATION & SELECTION
MESSAGE EXECUTION
PRETESTING
PORTFOLIO TEST
LABORATORY TEST
advertisement?
etc.
PRICE PACKS
PREMIUMS
PRIZES
FREE TRIALS
PRODUCT WARRENTIES
TRADE SHOWS
SALES CONTESTS
SPECIALITY ADVERTISING
PRODUCT OR MARKET
CHARACTERISTICS FACTORS: (A)
(B)
(C)
(D)
(E)
(F)
COMPANY CHARACTERISTICS
FACTORS: (A) Degree of channel control desire.
(B) Financial position of the company.
(C) Propensity of assumed risk.
(D) Ability of management.
manufacturer policies.
ENVIRONMENT CHARACTERISTIC
FACTORS
O
N
E
L
E
V
E
L
RETAILERS
T
W
O
T
W
O
L
E
V
E
L
L
E
V
E
L
MERCHANT
WHOLESALER
AGENTS
RETAILERS
RETAILERS
ULTIMATE CONSUMERS
T
H
R
E
E
AGENTS
MERCHANT
L WHOLESALER
E
V
E
L
RETAILERS
MANUFACTURER / PRODUCER
ULTIMATE CONSUMER
ZERO LEVEL
This method is suitable in the following situation:
I.
II.
III.
IV.
V.
VI.
VII.
VIII.
MANUFACTURER / PRODUCER
CONSUMER
RETAILERS
ULTIMATE
MANUFACTURER / PRODUCER
WHOLESALER
ULTIMATE CONSUMER
RETAILERS
MANUFACTURER / PRODUCER
AGENTS
WHOLESALER
RETAILERS
ULTIMATE CONSUMER
MANUFACTURER / PRODUCER
WHOLESALER
ULTIMATE CONSUMER
INTENSITY OF DISTRIBUTION
INTENSIVE
Distribution
through
every
reasonable
outlet in
market.
SELECTIVE
Distribution
through multiple,
but not all,
reasonable outlet
in the market.
EXCLUSIVE
Distribution
through single
wholesaling
middlemen in a
market.
Characteristic
Exclusive
distribution
Selective
distribution
Intensive
distribution
Objective
Prestige image,
channel control &
loyalty, price
stability & high
profit margin.
Moderate market
coverage, solid
image, some
channel control &
loyalty, good sales
& profits.
Widespread
market coverage,
channel
acceptance,
volume sales &
profits.
Middlemen
Few in numbers,
well established,
reputable firms
(outlets).
Moderate in
number, well
established, better
firms (outlets).
Many in numbers
all types of firms
(outlets).
Examples
Automobiles,
Furniture,
designer clothes, clothing,
capital equipment. mechanics tools.
Household
products, office
supplies, etc.
Characteristic
Exclusive
distribution
Selective
distribution
Intensive
distribution
Customers
Final consumers:
fewer in number,
trends setters,
willing to travel to
store, brand loyal.
Organizational
consumers: focus
on major accounts,
service expected
from manufacturer.
Final consumers:
moderate in
number, brand
conscious, some
what willing to
travel to store.
Organizational
consumers: focus
on many types of
accounts, service
expected from
manufacturer or
middlemen.
Final consumers:
many in number,
convince oriented.
Organizational
consumers: focus
on all types of
accounts, service
expected from
manufacturer or
middlemen.
Characteristic
Exclusive
distribution
Selective
distribution
Intensive
distribution
Marketing
emphasis
Final consumers:
personnel selling,
pleasant shopping
conditions, good
service.
Organizational
consumers:
availability, regular
communications,
superior service.
Final consumers:
promotional mix,
pleasant shopping
conditions, good
service.
Organizational
consumers:
availability, regular
communications,
superior services.
Final consumers:
mass advertising,
nearby location,
items in stock.
Organizational
consumers:
availability,
periodic
communications,
good service.
Major
disadvantages
Limited sales
potential
May be hard to
carve a niche.
Limited channel
control.
TYPES OF PRODUCT
Specialty
goods
e
iv on
s
u ti
cl bu
x
E tri
s
di
Shopping
ve
ti ion
c
t
le u
Se trib
s
di
goods
e
iv on
s
n ti
te ibu
n
I tr
s
di
Convince
goods
of
y
i t ti o n
s
e n i bu
t
In istr
d
Little or no effort
Some effort
Much effort
AGENTS
CUSTOMERS
WHOLESALER
CHAIN STORES
AGENTS
CUSTOMERS
RETAILERS
CUSTOMERS
WHOLESALER
AGENTS
MEDICAL STORES
CUSTOMERS
AUTHORISED WHOLESALER
AGENTS
RETAILERS
CUSTOMERS
AGENTS
MANUFACTURER
WHOLESALER
MANUFACTURER
AUTHORISED SHOWROOM
MANUFACTURER
WHOLESALER
CUSTOMERS
RETAILERS
RETAILERS
CUSTOMERS
CUSTOMERS
CUSTOMERS
RETAILERS
CUSTOMERS
AUTHORISED WHOLESALER
AUTHORISED RETAILER
CUSTOMERS
Brand Building
identity
promise
name
image
differentiato
r
symbol
face
CUSTOMERS
EMPLOYEES
BRAND
MANAGEMEN
T
STAKEHOLDER
S
Trademarks
Brands
Trustmarks
Awareness
Attraction
Loyalty and Relationship
EMOTIONAL CONNECT
Advertisin
g
Channel
Communication
Public Relations
Direct Marketing
Front
End
Consumer
Promotions
Back
End
Employee
Communication
Management
Philosophy
People
Passion
Positioning
Programmes
Philosophy
Potential
Product
Augmented
Product
Expected
Product
Generic
Product
Core
Benefit
Brand
Organisation
al
Associations
Country of
origin
Product
Scope
Brand
Personality
Attributes
Uses
Emotional
Benefits
Quality
Functional
Benefits
Self
Expressive
Benefits
Brand
customer
relationships
Consumers
Identification of source or
product
Assignment of responsibility
to product maker
Risk reducer
Search cost reducer
Promise, bond
Manufacturers
Means of identification
Means of legally protecting
unique features
Signal of quality level to
satisfied customers
Means of endowing products
with unique associations
Symbolic device
Source of competitive
advantage
Signal of quality
Physical Goods
Services
Retailers
Organizations
Arts & Entertainment
Geographic Locations
Ideas & Causes
People
Brand identity
Brand image
Brand positioning
Brand personality
Brand equity
Brand values
Brand philosophy
Brand proposition
Brand mantra
Brand culture
Brand architecture
Brand charter
Brand hierarchy
Brand family
Brand audit
Individuality
Long term goals and ambitions
Values
Recognition signs
Brand Awareness
Brand Recognition: relates to the consumers ability to
confirm prior exposure to the brand when given the
brand as a cue
Brand Recall: relates to the consumers ability to
retrieve the brand from memory when given the
product category, needs fulfilled by the category or
purchase or usage situation as a cue
Brand Image
Decoding of the signals emitted by the
brand through its communication,
products and services
How the brand is perceived
Brand
Identity
Signals
Transmitte
d
Brand
Image
Brand Image
Marketer controlled associations: advertising,
packaging, service etc.
Uncontrolled associations: direct experience,
wom, assumptions and inferences, press etc.
STRONG, FAVOURABLE AND UNIQUE
Brand Personality
Set of human characteristics associated with a
brand
Includes characteristics such as demographics
(age, gender), lifestyle (activities, interests,
opinions) or human personality traits etc.
Brand Positioning
Brand positioning is the act of designing a
companys offering and image so that it is
distinct from the competition and it
occupies a place in the consumers mind
Brand Positioning
Why
When
Brand Positioning
For
whom
Against whom?
Brand Positioning
To satisfy in
between meals
hunger
Young, 20-30
years, M/F
Cadbury Perk
Any time- any
where
Medicinal
Gelusil
Digene
Eno
Low Efficacy
High Efficacy
Pudin Hara
Hajmola
Natural
Taste
High
Postman
Sundrop
Dalda
Low
Hi
Health
Saffola
Low
Competitive Positioning
Defining and Communicating the
Competitive Frame of Reference
Choosing Points of Parity and Points of
Difference
Establishing Points of Parity and Points of
Difference
Updating Positioning
Deliverability
Feasibility, Communicability and Sustainability
Yellow
Food
Sundrop
Fitness
Healthy
Little Kid
Refined
Oil
Saffola
Heart Attack
Brand Equity
Brand equity refers to the set of associations and
behaviours on the part of the brands customers, channel
members and parent organisation, that allow it to earn
greater volumes, and that which gives the brand a
strong, sustainable and differentiated advantage over
competitors
A brands assets and liabilities
Brand Awareness
Perceived Quality
Brand Associations
Brand Loyalty
Lime
LIRIL
Green
and
Yellow
Fresh
Waterfall
Brand
Awareness
Brand
Image
Resonance
Judgments
Feelings
Performance
Salience
Imagery
David Aakers
Brand Identity Planning
Model
Extende
d
Core
Essence
Brand as
Product
Brand as
Organisation
Product Scope
Organisation
Attributes
Product Attributes
Quality/Value
Brand as Person
Personality
Brand as
Symbol
Visual imagery
and metaphors
Uses/Users
Country of origin
Functional
Emotional
Self
Expressive
Brand-Customer Relationship
Credibility
arch
Consistent
Quality
burgers
Value for
money
Ronald
Convenient,
Family Fun
For
everyone
Fast
friendly
service
colors
Emotional
Functional
Good tasting,
consistent
food
entertainme
nt
Relationship
Warm friend to share good times with
Warmth,
happiness, fun
Hinglish
Cool
America
n
Boisterou
s
Cola
Fun side of
todays youth
15-18 year
old
Fun
SRK, Saif,
Kareena
Young at
heart
blue
Functional
Thirst
quencher
Good taste
Emotional
Happy,
Energetic
Relationship
Self
Expressive
Young at
heart, cool
STRATEGIC
MANAGEMENT
STRATEGIC MANAGEMENT
Strategic management is the process of setting
long term direction for the organization.
The central thrust of strategic management is
achieving a sustainable competitive advantage.
The term advantage refers to superior benefit, or
superior position or condition resulting from a
course of action taken by the firm.
Competitive refers to a position in relation to an
actual or potential rival.
Finally sustain means to keep up a position over a
long period of time.
STRATEGIC MANAGEMENT
A sustainable competitive advantage is therefore
the prolonged benefit gained from developing
and implementing some unique value adding
strategy that is not simultaneously being imitated
by current or potential rivals.
Strategic management suggest that strategic
management is the process of strategic decision
making.
A process is a systematic way of carrying out
inter related activities in order to obtain desired
goals & objectives.
STRATEGIC MANAGEMENT
Strategic making process involves key decision made
for & on behalf of the entire organization. For firms
operating in several countries, the strategy process
consist of the analysis, development & implementation
steps taken by firms in order to manage the global
network of subsidiaries in different parts of the world.
STRATEGIC
ANALYSIS
STRATEGY
DEVELOPMENT
STRATEGY
IMPLEMENTATION