) Module 2:market Strategy Module3:competitive Strategy
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Strategic Marketing Business Plan Five Stage Modular Approach to Marketing strategy)
Module 1: Product strategy( MS-3) Module 2: Market strategy Module 3: Competitive strategy Module 4: Customer strategy Module 5: Segmentation strategy
Marketing Strategy( MS-4)
Module 2:Market Strategy Module3 :Competitive strategy
Strategic Marketing Business Plan (For market opportunity for growth and/or strategic investment)
segmentation
Product
Where to invest (product)
•Expansion
When to invest (market) how to invest (competitor) & who will buy (customer)
•New product launch Entry of new player Market
customer
• Targeting new markets (Domestic/ global) Competition
Strategic Marketing Plan : Assignment for submission by every student (30 marks/ only hard copy) •
Market opportunity for expansion in the Indian tyre industry by leading players like MRF Ltd, Apollo, J.K, etc : Scenario building for next five years( Expansion/ Green field project)
•
Market potential for small car in India ( such as Nano and other potential new entrants) : Scenario building for next five years( new product)
•
Emerging competition in the Indian cement industry and scope for creating new capacities by major players ACC, Ambuja cement, Birla group, J.K. cement, etc: Scenario building for next five years( major investments)
Strategic Marketing Plan : Assignment for submission by every student (30 marks/ only hard copy) •
Strategic marketing plan for the Indian washing machine industry with major players like LG, Samsung, Whirlpool, IFB, etc: Scenario building for next five years( target customer, price range & regional segmentation)
•
Analysis of Indian aviation industry, the need for strategic initiatives by leading airlines like Indian, Jet Airways, King Fisher, Spice Jet, Go Air, etc (Emerging markets (metros, tier1/2 cities), growth in passenger traffic, customer servicing, profitability, etc)
•
Emerging trend in the Indian Retail business: Opportunities and threats for global players like TESCO, Wal-Mart, Metro and Indian major groups like Reliance, Birlas, Tatas, Future Group, Spencer's, etc: Scenario building for next five years
Market Strategy: Environmental Audit & Analysis External environmental analysis: PEST Frame work P: Political & legal factors E: Economic factors S: Socio, cultural, demographic factors T: Technological factors Internal (organizational) marketing audit analysis:
Sales & market share (past, present & future) Brand loyalty & customer servicing/ satisfaction Sales, cost structure & profitability( current/ long term) New product activity & technology
Market Strategy: Dimensions of market analysis Relates to industry or product •
Analysis of past trend & current market status
•
Prevailing market forces & key success factors (KSF)
•
Future market potential & demand projections (Short, medium and long term/ use forecasting methods)
•
Market distribution systems & channels
•
Market profitability & cost structure
Michael Porter’s Five factor model for industry analysis
Opportunity for growth & new entrants
Market Strategy: Risk of high growth markets
Risks of High Growth markets Market changes Competitive risk •Over crowding •Superior competitive entry •Low cost advantage
•New technology
Firm limitations
•Price instability •Changing KSF •Disappointing growth
•Indian aviation industry •Indian consumer durable industry •Indian passenger car industry
•Resource constraints •Distribution constraints
Market Strategy: BCG growth share Matrix (Allocating resources amongst SBUs and comparison at a glance)
Competitor Analysis: Understanding Competitors & actions
Size, Growth & Profitability Strengths and Weaknesses
Image and Positioning
Competitor Actions
Exit Barrriers
Objectives and Commitment
Current and Past Strategies
Organization and Culture Cost Structure 10 Figure 4.3
Competitor’s Strengths & Weaknesses Innovation Management
Technology, new product Tech superiority, etc
Manufacturing/operations
Strategic goals, Decision making process, entrepreneurial thrust, etc
Economies of scale, Productivity, Sourcing, etc
Marketing differentiation, Pricing
Finance/ risk analysis Financial capability Access to capital, credibility,
Brands, distribution Positioning, selling, etc
Customer base Customer segments, Market share, CRM, etc
Competitor Analysis: The Value Chain
Support Activities
Firm Infrastructure Human Resource Management
M
ar
gi
Technology Development
n
Procurement
Service
gi ar
Marketing Operations Outbound & Logistics Sales
M
n
Inbound Logistics
Primary Activities Figure 4.5
Source: Reprinted with permission 1985 Michael Porter
Thank You Module 4: Customer strategy Module 5: Segmentation strategy Will be covered in the next lecture
Strategic Marketing Business Plan Five Stage Modular Approach to Marketing strategy)
Module 1: Product strategy( MS-3) Module 2: Market strategy Module 3: Competitive strategy Module 4: Customer strategy Module 5: Segmentation strategy
Marketing Strategy( MS-4)
Module 2:Market Strategy Module3 :Competitive strategy
Strategic Marketing Business Plan (For market opportunity for growth and/or strategic investment)
segmentation
Product
Where to invest (product)
•Expansion
When to invest (market) how to invest (competitor) & who will buy (customer)
•New product launch Entry of new player Market
customer
• Targeting new markets (Domestic/ global) Competition
Strategic Marketing Plan : Assignment for submission by every student (30 marks/ only hard copy) •
Market opportunity for expansion in the Indian tyre industry by leading players like MRF Ltd, Apollo, J.K, etc : Scenario building for next five years( Expansion/ Green field project)
•
Market potential for small car in India ( such as Nano and other potential new entrants) : Scenario building for next five years( new product)
•
Emerging competition in the Indian cement industry and scope for creating new capacities by major players ACC, Ambuja cement, Birla group, J.K. cement, etc: Scenario building for next five years( major investments)
Strategic Marketing Plan : Assignment for submission by every student (30 marks/ only hard copy) •
Strategic marketing plan for the Indian washing machine industry with major players like LG, Samsung, Whirlpool, IFB, etc: Scenario building for next five years( target customer, price range & regional segmentation)
•
Analysis of Indian aviation industry, the need for strategic initiatives by leading airlines like Indian, Jet Airways, King Fisher, Spice Jet, Go Air, etc (Emerging markets (metros, tier1/2 cities), growth in passenger traffic, customer servicing, profitability, etc)
•
Emerging trend in the Indian Retail business: Opportunities and threats for global players like TESCO, Wal-Mart, Metro and Indian major groups like Reliance, Birlas, Tatas, Future Group, Spencer's, etc: Scenario building for next five years
Market Strategy: Environmental Audit & Analysis External environmental analysis: PEST Frame work P: Political & legal factors E: Economic factors S: Socio, cultural, demographic factors T: Technological factors Internal (organizational) marketing audit analysis:
Sales & market share (past, present & future) Brand loyalty & customer servicing/ satisfaction Sales, cost structure & profitability( current/ long term) New product activity & technology
Market Strategy: Dimensions of market analysis Relates to industry or product •
Analysis of past trend & current market status
•
Prevailing market forces & key success factors (KSF)
•
Future market potential & demand projections (Short, medium and long term/ use forecasting methods)
•
Market distribution systems & channels
•
Market profitability & cost structure
Michael Porter’s Five factor model for industry analysis
Opportunity for growth & new entrants
Market Strategy: Risk of high growth markets
Risks of High Growth markets Market changes Competitive risk •Over crowding •Superior competitive entry •Low cost advantage
•New technology
Firm limitations
•Price instability •Changing KSF •Disappointing growth
•Indian aviation industry •Indian consumer durable industry •Indian passenger car industry
•Resource constraints •Distribution constraints
Market Strategy: BCG growth share Matrix (Allocating resources amongst SBUs and comparison at a glance)
Competitor Analysis: Understanding Competitors & actions
Size, Growth & Profitability Strengths and Weaknesses
Image and Positioning
Competitor Actions
Exit Barrriers
Objectives and Commitment
Current and Past Strategies
Organization and Culture Cost Structure 10 Figure 4.3
Competitor’s Strengths & Weaknesses Innovation Management
Technology, new product Tech superiority, etc
Manufacturing/operations
Strategic goals, Decision making process, entrepreneurial thrust, etc
Economies of scale, Productivity, Sourcing, etc
Marketing differentiation, Pricing
Finance/ risk analysis Financial capability Access to capital, credibility,
Brands, distribution Positioning, selling, etc
Customer base Customer segments, Market share, CRM, etc
Competitor Analysis: The Value Chain
Support Activities
Firm Infrastructure Human Resource Management
M
ar
gi
Technology Development
n
Procurement
Service
gi ar
Marketing Operations Outbound & Logistics Sales
M
n
Inbound Logistics
Primary Activities Figure 4.5
Source: Reprinted with permission 1985 Michael Porter
Thank You Module 4: Customer strategy Module 5: Segmentation strategy Will be covered in the next lecture
