Professional Documents
Culture Documents
SESSION -1
Dr. R.VENKATESH
ALLIANCE UNIVERSITY
PGP 2010-12
Sun Tze on Strategy
Corporate Strategy:
Mission & •Corporate Operatin
Objectives •Business g Plans
•Functional
Corporate strategy seeks to unify all
business lines of a company and point them
toward an overall goal.
Business strategy focuses on defining the
manner of competition in a given industry
or product/market segment.
What is strategic planning
Strategy specifies direction. A strategic statement
includes the description of new competitive
equilibrium to be created, the cause and effect of
relationships that will bring it about, and the logic
to support the course of action.
A strategic plan specifies the sequence and timing
of steps that will alter competitive relationships
Strategic planning scorecard
Is our planning really strategic
Do our plans leave room to explore strategic alternatives
Do we have time and incentive to investigate truly
important things
Have we ever seriously evaluated a new approach to an old
market
Do our plans critically document and examine strategic
assumptions
Do we consistently make an attempt to examine consumer,
competitor, and distributor responses to our programmes?
MARKETING STATEGY
John Scully
Key Elements of Marketing Strategy
Formulation
The strategic 3 Cs
– Customers, Competitors & the Corporation
Environment analysis -- PEST
Strategic Marketing Decisions
– Where to compete
– How to compete
– When to compete
Three 3 Cs of Marketing Strategy
Customer
Competition
Corporation
What is Competitive
Advantage?
“Competitive advantage is a company’s
ability to perform in one or more ways
that competitors cannot or will not
match.” Philip Kotler
“If you don’t have a competitive
advantage, don’t compete.”
Jack Welch, GE
Other Characteristics of
Competitive Advantage
Substantiality
– Is it substantial enough to make a difference?
Sustainability
– Can it be neutralized by competitors quickly?
Ability to be leveraged into visible business
attributes that will influence customers