Strategic Market Management∶ An Introduction and Overview.pptVIP

* * * * * * * * Strategic Market Management 7th Edition – David Aaker Strategic Market Management 7th Edition – David Aaker * * * * * * * * * * * * * * ? Copyright 2010 John Wiley Sons Ltd Strategic Market Management Global Perspectives David A. Aaker and Damien McLoughlin ISBN: 978-0-470-68975-2 /college/aaker ? Copyright 2010 John Wiley Sons Ltd * Chapter One ? Copyright 2010 John Wiley Sons Ltd * Strategic Market Management: An Introduction and Overview ? Copyright 2010 John Wiley Sons Ltd * “We don’t know where our first impressions come from or precisely what they mean, so we don’t always appreciate their fragility”. Malcolm Gladwell ? Copyright 2010 John Wiley Sons Ltd * “Even if you are on the right track, you’ll get run over if you just sit there.”  Will Rodgers ? Copyright 2010 John Wiley Sons Ltd * “If you don’t know where you’re going, you might end up somewhere else.” Casey Stengel ? Copyright 2010 John Wiley Sons Ltd * What is a Business Strategy? The Product-Market Investment Strategy – Where to compete The Customer Value Proposition Assets and Competencies Functional Strategies and Programmes ? Copyright 2010 John Wiley Sons Ltd * A Business Strategy Where to Compete The product-market investment decision How to Compete Value Assets Function area proposition competencies strategies and programs Figure 1.1 A Business Strategy Figure 1.1 ? Copyright 2010 John Wiley Sons Ltd * The Product-Market Investment Strategy Invest to grow (or enter a product market) Invest only to maintain the existing position Milk the business by minimising investment Recover as many of the assets as possible by liquidating or divesting the business ? Copyright 2010 John Wiley Sons Ltd * Customer Value Proposition Examples Good value (Aldi) Excellence on an important product or service attribute (El Bulli restaurant in Spain) The best overall quality (Krug Grande Cuvée) Product line breadth (Tesco innovative offerings (Logitech) A sha