Strategic market management: global perspectives
Aaker, David A.
Strategic market management: global perspectives - New Delhi Wiley India Pvt. Ltd. 2018 - xiii, 354 p.
Table of Content
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 Against 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
.
9788126548927
Marketing
Managment
658.8 / AAK
Strategic market management: global perspectives - New Delhi Wiley India Pvt. Ltd. 2018 - xiii, 354 p.
Table of Content
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 Against 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
.
9788126548927
Marketing
Managment
658.8 / AAK