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Strategic marketing
Strategic marketing
Strategic marketing
Strategic marketing
Strategic marketing
Strategic marketing
Strategic marketing
Strategic marketing
Strategic marketing
Strategic marketing
Strategic marketing
Strategic marketing
Strategic marketing
Strategic marketing
Strategic marketing
Strategic marketing
Strategic marketing
Strategic marketing
Strategic marketing
Strategic marketing
Strategic marketing
Strategic marketing
Strategic marketing
Strategic marketing
Strategic marketing
Strategic marketing
Strategic marketing
Strategic marketing
Strategic marketing
Strategic marketing
Strategic marketing
Strategic marketing
Strategic marketing
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Strategic marketing

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strategic market management david aaker

strategic market management david aaker

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  • 1. INTERNAL ANALYSIS<br />Group – 4<br />Junaid A Siddiqui<br />Shivani Sharma<br />Dattsen Mishra<br />MananBedi<br />KunalShukla<br />AshishGadbail<br />Rohit Singh<br />AkifGhaffar<br />MohitLala<br />
  • 2. Topics to be covered<br />External Analysis Vs Internal Analysis<br />Importance of Internal Analysis<br />
  • 3.
  • 4. Importance of Internal Analysis<br />
  • 5. Performance Beyond Profit<br />Financial Performance<br /><ul><li> Sales & Market Share
  • 6. Profitability
  • 7. Shareholder’s Value</li></li></ul><li>Internet Analysis Performance measurement  Financial performance<br />Financial Performance<br />Customer Base<br />Customer satisfaction<br />Loyal customers<br />Sales<br />Cost<br />Shareholder’s value enhancement<br />
  • 8. Financial Performance (ctd…)<br />
  • 9. Financial Performance<br />Performance Beyond Profit<br /><ul><li> Product Service Quality
  • 10. Brand Loyalty
  • 11. Brand Association
  • 12. Relative cost
  • 13. New product Activity
  • 14. Employee Capability</li></li></ul><li>Internal Analysis<br />Performance Measurement<br />Performance Beyond Profit<br />Product / Service Quality<br />The collection of features and characteristics of a product that contribute to its ability to meet given requirements.<br />Product quality plays a major role in brand loyalty and brand association<br />Global Product Quality Index rating was 94.5 which was highest<br />Coca Cola Company :-<br /><ul><li>Consistency and reliability are critical to our product quality and to meeting global regulatory requirements and Company standards.
  • 15. The Coca-Cola Management System (TCCMS). TCCMS is the integrated quality management program, which holds all of their operations system wide to the same standards for production and distribution of our beverages</li></li></ul><li>Internal Analysis<br />Performance Measurement<br />Performance Beyond Profit<br />Brand Loyalty / Customer Satisfaction<br /><ul><li>Relative possibility of customer shifting to another brand in case there is a change in product’s features, price or quality.
  • 16. Brand loyal consumers are the foundation of an organization
  • 17. Brand loyalty is always developed post purchase.
  • 18. Example of brand loyalty can be seen in US where true Apple customers have the brand's logo tattooed onto their bodies.</li></ul>It measures parameters such as quick service, ensuring quality products, continuous improvement, wide distribution network, etc.<br />
  • 19. Internal Analysis<br />Performance Measurement<br />Performance Beyond Profit<br />Brand Association<br /><ul><li>It is anything which is deep seated in customer’s mind about the brand.
  • 20. Associations are not “reasons-to-buy” but provide acquaintance and differentiation that’s not replicable
  • 21. Examples :-</li></ul> Hyatt Hotels :- Luxury<br /> Mercedes Benz :- Sophistication, superior engineering.<br /> Bill Gates and Microsoft etc.<br /><ul><li>Brand should be associated with something positive so that the customers relate your brand to being positive</li></li></ul><li>Internal Analysis<br />Performance Measurement<br />Performance Beyond Profit<br />Relative Cost Vs Relative performance<br />Value Analysis<br /><ul><li>Raise Prices
  • 22. Promote </li></ul>COST REDUCTION<br />Eg. Apple i-phone, i-pad<br />Change<br /><ul><li>Design
  • 23. Manufacturing System</li></ul>Eg. Sony Ericson Camera<br />Value Analysis<br /><ul><li>Emphasize/ Promote
  • 24. Leave it alone</li></ul>Eg. Nokia N 73 Speakers, Camera<br />Value Analysis<br /><ul><li>De-emphasize
  • 25. Upgrade</li></ul>Eg. Micromax Mobiles<br />
  • 26. Internal Analysis<br />Performance Measurement<br />Performance Beyond Profit<br />New Product Activity<br />
  • 27. Internal Analysis<br />Performance Measurement<br />Performance Beyond Profit<br />Employee Capability and Performance<br />
  • 28. Past and Current Strategies<br />Strategic Problems<br />Organizational Capabilities <br />Financial Capabilities /Constraints <br />Strengths / Weaknesses <br />
  • 29. Determinants of Strategic Options<br />Past and Current Strategies<br />Strategic Problems<br />STRATEGIC CHOICES<br />Organizational Capabilities <br />Financial Capabilities /Constraints <br />Strengths / Weaknesses <br />
  • 30. PAST AND CURRENT STRATEGIES<br />To understand the bases of past performance, it is important to be able to make an accurate profit of past and current strategies.<br />
  • 31. Determinants of Strategic Options<br />Past and Current Strategies<br />Strategic Problems<br />STRATEGIC CHOICES<br />Organizational Capabilities <br />Financial Capabilities /Constraints <br />Strengths / Weaknesses <br />
  • 32. STRATEGIC PROBLEMS<br /><ul><li>Differs from a weakness or liability.
  • 33. Absence of an asset ( such as good location) or competence (eg new product introduction skills).</li></ul>For Example – An Automobile brand that finds it has a fit and finish deficit w.r.t. competitors requires strategic moves involving product design and production<br />
  • 34. Determinants of Strategic Options<br />Past and Current Strategies<br />Strategic Problems<br />STRATEGIC CHOICES<br />Organizational Capabilities <br />Financial Capabilities /Constraints <br />Strengths / Weaknesses <br />
  • 35. ORGANIZATIONAL CAPABILITIES<br />Important source of both strengths and weaknesses are:<br /><ul><li>Structure – E.g.. The flexible structure of 3M is a key to its growth
  • 36. System – E.g.. McDonald’s
  • 37. People
  • 38. Culture</li></li></ul><li>Determinants of Strategic Options<br />Past and Current Strategies<br />Strategic Problems<br />STRATEGIC CHOICES<br />Organizational Capabilities <br />Financial Capabilities /Constraints <br />Strengths / Weaknesses <br />
  • 39. CONSTRAINTS<br />Questions to be answered?????<br /><ul><li>Whether or not to invest in a business or withdraw cash from it???
  • 40. Should a firm increases its net investment or decrease it by holding liquid assets or returning cash to debt holders?
  • 41. E.G. – Enam Securities Pvt Ltd was acquired by Axis bank because they were not making enough profit from past some time.</li></li></ul><li>Determinants of Strategic Options<br />Past and Current Strategies<br />Strategic Problems<br />STRATEGIC CHOICES<br />Organizational Capabilities <br />Financial Capabilities /Constraints <br />Strengths / Weaknesses <br />
  • 42. ORGANIZATION STRENGTH AND WEAKNESSES<br />Based on its assets and competencies<br />
  • 43. Where to compete<br />The Customer Value Proposition<br />Assets and Competencies<br />Functional Strategies and programs<br />
  • 44. Internal Analysis<br />From Analysis to Strategy<br />Where to compete<br />Some leading Examples<br />Some important questions to be asked are:<br />
  • 45. Internal Analysis<br />From Analysis to Strategy<br />Customer Value Propositions<br />Can involve elements such as providing:<br />
  • 46. Assets & Competencies<br />Internal Analysis<br />From Analysis to Strategy<br />
  • 47. Internal Analysis<br />From Analysis to Strategy<br />Functional Strategies & Programs<br />Business strategy driven by a supportive set of Functional Strategies & Programs<br />
  • 48. Internal Analysis<br />From Analysis to Strategy<br />
  • 49. Definition and need of Portfolio Analysis<br />BCG Matrix<br />GE Matrix<br />Few strategic implications<br />
  • 50. Internal Analysis<br />Business Portfolio Analysis<br />Definition of Portfolio Analysis<br />“A company's portfolio is the sum of its business, assets and products. A perfect portfolio analysis is shaped to meet and suit the company's potency and also enable it to exploit the best opportunities available to it.” <br />Analysis of a portfolio involves deciding on the relative importance of available business and investment opportunities.<br />The best portfolio analysis takes into account the locations of the different Strategic Business Units (SBU) present in the portfolio.<br />Need of Business Portfolio Analysis<br />
  • 51. Internal Analysis<br />Business Portfolio Analysis<br />BCG Matrix<br />Four classification (thus four strategies)<br />Two dimension used:<br /> Market share <br /> Market growth rate<br />
  • 52. Internal Analysis<br />Business Portfolio Analysis<br />GE/Mc Kinsey Matrix<br />The GE matrix however, attempts to improve upon the BCG matrix by generalizing the axes as "Industry Attractiveness" and "Business Unit Strength" whereas the BCG matrix uses the market growth rate as a proxy for industry attractiveness and relative market share as a proxy for the strength of the business unit.<br />There are nine Quadrants which are numbered and accordingly Strategic implications are like– <br />While the GE business screen represents an improvement over the more simple BCG growth-share matrix, it still presents a somewhat limited view by not considering interactions among the business units and by neglecting to address the core competencies leading to value creation.<br />
  • 53. Internal Analysis<br />Business Portfolio Analysis<br />GE/ Mc Kinsey Matrix<br />Evaluating Business Unit Strength<br /><ul><li> Organization
  • 54. Growth
  • 55. Share by segment
  • 56. Customer loyalty
  • 57. Margins
  • 58. Distribution
  • 59. Technology skills
  • 60. Planets
  • 61. Marketing
  • 62. Flexibility</li></ul>Industry Attractiveness<br />Business unit Strength<br />Evaluate Industry Attractiveness<br />1) Size 2) Growth 3) Customer satisfaction levels<br />4) Competition 5) Price level 6)Profitability<br />7) Technology 8) Government regulation <br />9) Sensitivity to economic trends<br />
  • 63. Internal Analysis<br />Business Portfolio Analysis<br />Few strategies <br />

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