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Business model marketing course 5
 

Business model marketing course 5

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    Business model marketing course 5 Business model marketing course 5 Presentation Transcript

    • advanced coursebusiness model marketing
    • Session 6
    • business modelstrategy
    • Now that you created a new business model...What does it mean for themarketing strategy?
    • so what is a marketing strategy?
    • Blue ocean strategy (a company strategy)
    • Red  ocean   Blue  ocean  Exis%ng  markets   New  markets  Current  customer  segments   New  customer  segments  Heavy  compe%%on   No  compe%%on  (for  now)  Very  li>le  to  no  space  on  the  market   Infinite  market  space  Exis%ng  market  rules   Developing  new  market  rules  No  real  innova%ons   Value  innova%ons  Killing  compe%%on:  the  blood  that  flows   Infinite  open  space:  The  blue  depths  of   the  ocean  
    • Blue ocean strategy-creating completely new industries (blue oceans)-by fundamental differentation-creating value innovation (creating new benefits+services, reducing costs by remong less valuable features+services)-use of the ‘four actions framework’
    • Four actions framework1.  Which of the factors that the industry takes for granted should be eliminated?2.  Which factors should be reduced well below the industry standard?3.  Which factors should be raised well above the industry standard?4.  Which factors should be created that the industry never offered?
    • testing Business modelsIs the new business model ready to stand up against it’s environment?
    • theoretic models to use
    • Business model environment-market forces-industry forces-key trends-macro-economic forces
    • Market forces-market issues-market segments-needs and demands-switching costs-revenue attractiveness
    • Industry forces (porter)-competitors-new entrants-substitute products-suppliers and others-stakeholders
    • Key trends (destep)-technology trends-regulatory trends-societal and cultural trends-socioeconomic trends
    • Macro economic forces-global market conditions-capital markets-commodities and resources-economic infrastructure
    • Business model evaluation-Business Model Assessment-SWOT -analyse
    • business modelpresentation
    • presentation..-how are you going to tell aconvincing story?
    • presentation..-visualizing with drawings-visualize with post-it’s-telling a visual story (p. 158/159)-prototyping: sketch, BM-canvas,excel calculations, marketresearch? (p. 165)
    • storytelling..-introducing new ideas-overwinning resistance by tellinga clear story-good stories clarify the BM-canvas-good stories involve listeners-good stories are told to others
    • of video..Link
    • use your business model canvas!