2. Corporate Strategies and Their Marketing Implications Glory Days Premium Prices and quality Biggest share of corporate, R&D and sales excellent resources Troubles Internet and Intranet reduced the demand for mainframes Dell solutions of tailored equipment and services Mission Statement Moving away from the creation of the technology to the application of the technology Our Business: e-business engineering, software, and outsourcing services. 50% of R&D budget for internet software development Strategy 2.1 What Is Marketing’s Role in Formulating and Implementing Strategies? 2.1.1 Market-Oriented Management 2.1.2 Does Being Market-Oriented Pay? Customer Focus Cross Functions Profitability Marketing Concept 2.1.3 Factors That Mediate Marketing’s Strategic Role Factors Exceptional Competitive Conditions Industry or market development phase Inertia of past successful startegy 2.1.3.1 Competitive Factors Affecting a Firm’s Market Orientation Maturity Capacity Growth Sales Oriented Product Oriented New Entrants Few Competitors Marketing Oriented 2.1.3.2 The Influence of Different Stages of Development across Industries and Global Markets Global Industry 2.1.3.3 Strategic Inertia Success My way is the best Shock Listen to the market 2.2 Three Levels of Strategy: Similar Components But Different Issues What are strategies How they implemented over an org 2.2.1 Strategy: A Definition A strategy is a fundamental pattern of present and planned objectives, resource deployments, and interactions of an organisation with markets, competitors, and other environmental factors. What Where How Objectives To focus To implement 2.2.2 The Components of Strategy Scope Number and types of industries, product lines, and market segments Objectives KPIs as volume growth, profit contribution, or return on investment Sustain Competitive Advantage Position to develop and sustain advantage competitors? Resources Deployment Decid

Lire le document entier