Strategic Market Management : Global Perspectives

ISBN-13: 9780470689752 / Angielski / Miękka / 2010 / 368 str.

David A Aaker

Opis

Suitable for all business students studying strategy and marketing courses in the UK and in Europe, this text also looks at important issues such as the financial aspects of marketing.

Spis treści

Preface

Acknowledgements

Chapter 1 Strategic Market Management: An Introduction and Overview

What Is a Business Strategy?

Strategic Market Management

Marketing and its Role in Strategy

Part I STRATEGIC ANALYSIS

Chapter 2 External and Customer Analysis

External Analysis

The Scope of Customer Analysis

Segmentation

Customer Motivations

Unmet Needs

Chapter 3 Competitor Analysis

Identifying Competitors Customer–Based Approaches

Identifying Competitors Strategic Groups

Potential Competitors

Competitor Analysis Understanding Competitors

Competitor Strengths and Weaknesses

Obtaining Information on Competitors

Chapter 4 Market/Submarket Analysis

Dimensions of a Market/Submarket Analysis

Emerging Submarkets

Actual and Potential Market or Submarket Size

Market and Submarket Growth

Market and Submarket Profitability Analysis

Cost Structure

Distribution Systems

Market Trends

Key Success Factors

Risks in High–Growth Markets

Chapter 5 Environmental Analysis and Strategic Uncertainty

Technology Trends

Consumer Trends

Government/Economic Trends

Dealing with Strategic Uncertainty

Impact Analysis Assessing the Impact of Strategic Uncertainties

Scenario Analysis

Chapter 6 Internal Analysis

Financial Analysis Sales and Profitability

Performance Measurement Beyond Profitability

Strengths and Weaknesses

Threats and Opportunities

From Analysis to Strategy

Cases for the End of Part I

Case 1 Understanding and Working with Industry Trends

The Future of Newspapers

Case 2 Evaluating and Assessing the Implications of a New Business Model

Spotify Identifying a New Value Proposition

Case 3 Competing Agaist Industry Giants

Competing Against Tesco

Part II CREATING, ADAPTING, AND IMPLEMENTING STRATEGY

Chapter 7 Creating Advantage, Synergy, and Commitment versus Opportunism versus Adaptability

The Sustainable Competitive Advantage

The Role of Synergy

Strategic Commitment, Opportunism, and Adaptability

Chapter 8 Alternative Value Propositions

Business Strategy Challenges

Alternative Value Propositions

Superior Quality

Value

Chapter 9 Building and Managing Brand Equity

Brand Awareness

Brand Loyalty

Brand Associations

Brand Identity

Chapter 10 Energizing the Business

Innovating the Offering

Energize the Brand and Marketing

Increasing the Usage of Existing Customers

Chapter 11 Leveraging the Business

Which Assets and Competences Can Be Leveraged?

Brand Extensions

Expanding the Scope of the Offering

New Markets

Evaluating Business Leverage Options

The Mirage of Synergy

Chapter 12 Creating New Businesses

The New Business

The Innovator s Advantage

Managing Category Perceptions

Creating New Business Arenas

From Ideas to Market

Chapter 13 Global Strategies

Motivations Underlying Global Strategies

Standardization Versus Customization

Expanding the Global Footprint

Strategic Alliances

Global Marketing Management

Chapter 14 Setting Priorities for Businesses and Brands the Exit, Milk, and Consolidate Options

The Business Portfolio

Divestment or Liquidation

The Milk Strategy

Prioritizing and Trimming the Brand Portfolio

Chapter 15 From Silos to Synergy Harnessing the Organization

Silo–Driven Problems The Case of Marketing

Addressing the Silo Marketing Issues Challenges and Solutions

Organizational Levers and Their Link to Strategy

Structure

Systems

People

Culture

A Recap of Strategic Marketing Management

Cases for the End of Part II

Case 1 Strategic Positioning

Alltech FEI World Equestrian Games 2010

Case 2 Leveraging a Brand Asset

Innocent Drinks

Case 3 Competing Against the Industry Giant

HTC Something Beautiful Is Coming

Case 4 Creating a New Brand for a New Market

Tata Nano Estimating the True Cost of the Cheapest Car in the World

Case 5 Transformative Innovation in the Developing World

Vodaphone M–PESA Mobile Banking in Kenya

Learning Learning One Laptop Per Child Initiative

Merck Making Life–Saving Drugs Accessible and Affordable

Nestlé Creating Shared Value through Business

Selco Solar–Powered LEDs Paid for Using Microfinancing

Appendix Planning Forms

O autorze

David A. Aakeris Professor Emeritus at the Haas School of Business, University of California, Berkeley. He has been awarded four career awards including the
1996 Paul D. Converse Award for outstanding contributions the development of marketing. He is the creator of the Aaker
Model , has published more than 100 articles and 14 books

Damien McLoughlin is Professor and Director of the Academic Centre for Marketing Studies at the UCD Michael Smurfit Graduate Business School. His teaching is highly regarded and has been recognized with teaching awards from both the Smurfit and Quinn Schools of Business.

His work has been published in leading international journals. Professionally, he has worked with leading international firms such as Alltech, Microsoft and Hewlett–Packard.

Blurb

Developing and implementing strategies is now very different than it was only a few decades ago, when the business environments were more stable and simpler. Every market can now be described as dynamic. As a result, firms need to be able to adapt strategies in order to stay relevant. It is a challenging but exciting time, full of opportunities as well as threats.

Strategic Market Management: Global Perspectives is motivated by the strategic challenges created by the dynamic nature of markets. The premise is that all traditional strategic management tools either do not apply or need to be adapted to a more dynamic context.

The unique aspects of the book are its inclusion of:

• A business strategy definition that includes product/market scope, value proposition, and assets and competences.
• A structured strategic analysis including a detailed customer, competitor, market, and environmental analysis leading to understanding of market dynamics that is supported by a summary flow diagram, a set of agendas to help start the process, and a set of planning forms.
• Concepts of strategic commitment, opportunism, and adaptability and how they can and should be blended together.
• Bases of a value proposition and strong brands. A strategy without a compelling value proposition will not be market driven or successful. Brand assets that will support a business strategy need to be developed.
• Creating synergetic marketing with silo organizations defined by products or countries. All organizations have multiple products and markets and creating cooperation and communication instead of competition and isolation is becoming an imperative.

This book is essential reading for students on strategy and marketing courses at undergraduate level as well as MBA.

There will be a website accompanying the book www.wileyeurope.com/college/aakerwith PowerPoint presentations and a set of lecture suggestions for each chapter; a test bank; several course outlines, and additional case studies.