Strategic market management: global perspectives

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

.