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Cbs customer management & alliances-networks

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Marketing course at Copenhagen Business School

Marketing course at Copenhagen Business School

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  • 1. Marketing strategy and planningCustomer management & Alliances-networks Week 44 Jacob Holm Jacob.k.holm@gmail.com hoja@udd.cbs.dk Tlf: 24 42 11 32 www.office2go.dk 1
  • 2. www.Office2go.dk
  • 3. Markops - sunday www.Office2go.dk
  • 4. The marketing management process Part 1:Marketing Strategy• Market –led strategic management – chapter 1• Strategig marketing plannng Part 2: Competitive market analysis• The changing market environment – chapter 3• Customer analysis – chapter 4• Competitor analysis - chapter5• Understanding the organizational resource base – chapter 6• Forecasting future demand and market requirements – chapter 7 Part 3: Identifying current and future competitive positions• Segmentation and positioning principles – chapter 8• Segmentation and positioning research – chapter 9• Selecting target markets– chapter 10 Part 4: Competitive position strategies• Creating sustainable competitive advantages – chapter 11• Competing through the new marketing mix – chapter 12• Competing trough innovation– chapter 13• Competing through superior service and customer relationship – chapter 14 Part 5: Implementing the strategy• Strategic customer management – chapter 15• Strategic alliances and network – chapter 16• CSR – chapter 18 www.Office2go.dk
  • 5. Today subject1. Strategic customer management 1. Customers 2. How to use the sales force in the future 3. Customer portfolio strategy2. Alliances and network 5 www.Office2go.dk
  • 6. Sales capabilitiesSelling focuses on the needs ofthe seller – marketing on theneeds of the buyer (Levitt 1960)But is this the case know?Can we live without asalesforce?Who is implementing thestrategy at our customer? www.Office2go.dk
  • 7. Customer relationshipProctor & Gamble has a 200-person sales team whollydedicated to Wal-Mart – 20 % ofP&G business.Why don’t they just outsourcethis – it is a pretty straightforward sale…….. www.Office2go.dk
  • 8. Customer sophistication and complixity Proces udvikling Store virksomheder: over 200 ansatte. Ca 1.000 Konsulenter Enkelthed Mellemstore virksomheder: 40 – 200 ansatte: 4.115 Små virksomheder: 2 – 40 ansatte: 87.000 Nystartede Virksomheder: ca 0 Pris 25.000 www.Office2go.dk
  • 9. How to create a competitive advantage www.Office2go.dk
  • 10. CommodisationSalg forsøger at differentiere – indkøb at standardisere!Sælgeren skal holde sig et skridt foran indkøberen og øge værdien aftilbuddet – differentiere. www.Office2go.dk
  • 11. Requirement of the new sales force www.Office2go.dk
  • 12. I hvilken omfang skal vi involvere os i kundenPasser voressalgsorg. Tilvores markedog kunder –kort og landsigt Vi skal kun- ne identifice- re behov og muligheder før kunden Hvordan sælger vi Vi skal forstå kunden kundes behov internt i virks. I et sådant omfang organisationen. at vi kan kreere værdi www.Office2go.dk
  • 13. Customer portfolio www.Office2go.dk
  • 14. Understanding customer relationship 14 www.Office2go.dk
  • 15. Customer loyalty• Hvis du kan bidrage til kundes værdikæde beholder du kundenellers ikke !• www.Office2go.dk
  • 16. Coffee break 16 www.Office2go.dk
  • 17. Markeds ændringer www.Office2go.dk
  • 18. Markeds ændringerPrahalad & Krishnan argues on page 418:1. The age of mass production is over and customers demand unique value. Value is shifting from products to solutions and experience.2. The consequence is that no single business is big enough to cope with the complexity and diversity of customer demands that is emerging Build relationships www.Office2go.dk
  • 19. Alliances• Hvad kan bedst betale sig – gøre alt selv eller strategiskealliancer?• Vi koncentrerer os om hvad vi er gode til og outsourcer resten• side 418: ”1/3 of P&G new products come from external alliances and morebroadly P&G has transformed itself through collaboration.”• Side 419: “The goal is to find ways of working with suppliers (and customers)not simply to cut cost but to collaborate on product innovation” www.Office2go.dk
  • 20. Ex. Alliances www.Office2go.dk
  • 21. Alliances www.Office2go.dk
  • 22. Alliancer: www.Office2go.dk
  • 23. Network Som Office2go brugerSom jeg bruger Som Office2go Eks. Jobindex der bruger formidler stillinger og ansøgere www.Office2go.dk
  • 24. Virtual Network www.Office2go.dk
  • 25. Social media network www.Office2go.dk
  • 26. Netværk/alliance samfund• Vi er på vej mod et netværkssamfund hvor vi bruger netværkpå alle mulige måder.• Netværk og alliancer skal dog vurderes og evalueres konstant 1. Hvad driver netværket – salg, innovation, produkter etc 2. Hvad faciliterer netværket. a. Ens kultur b. Ledelses filosofi c. Afhængighedsgrad af hinanden d. Symmetri – forstår partnerne hinanden e. Eksklusivitet – Er man villig til at udelukkende at bruge partnerne. f. Konkurrere mod de samme konkurrenter g. Sammenfald i kunder uden at konkurrere direkte 3. Alliancen - vurder a. Hvordan bidrager den b. Hvad er risici ved alliancen c. Skal vi bevæge os på alliance kurven www.Office2go.dk
  • 27. Today subject1. Strategic customer management 1. Customers 2. How to use the sales force in the future 3. Customer portfolio strategy2. Alliances and network 27 www.Office2go.dk
  • 28. Nothing more for today Jacob Holm Jacob.k.holm@gmail.com hoja@udd.cbs.dk Tlf: 24 42 11 32 28 www.Office2go.dk