This document contains an agenda for marketing strategy and planning workshops on innovation taking place on October 16th and 17th. It includes times for sessions on topics like the marketing management process, competitive analysis, identifying competitive positions, and implementing strategies. There are also sections discussing the roles of marketing and innovation, different innovation models and strategies like disruptive innovation and blue ocean strategy, as well as advantages of pursuing a blue ocean strategy through value innovation.

1. Marketing strategy and planning
Innovation
-
Markops
Week 41
Jacob Holm
Jacob.k.holm@gmail.com
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2. 16-okt Hold 17-okt Hold2
8.00-8.30 8.00-8.30
8.30-9.00 8.30-9.00
9.30-10.00 9.30-10.00
10.00-10.30 10.00-10.30
10.30-11.00 10.30-11.00
11.00-11.30 11.00-11.30
11.30-12.00 11.30-12.00
12-12.30 frokost 12-12.30 frokost
12.30-13.00 12.30-13.00
13.00-13.30 13.00-13.30
13.30-14.00 13.30-14.00
14.00-14.30 14.00-14.30
14.30-15.00 14.30-15.00
15.00-15.30 15.00-15.30
15.30-16.00 15.30-16.00
16.00-16.30 16.00-16.30
16.30-17.00
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3. 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
• Segmentation and positioning principles – 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

4. What is marketing’s role
“There are only one valid definition of business purpose:
To create a customer!
Because it’s purpose is to create a customer, a business has two
– and only two – basic functions. Marketing and innovation. They
produce results – all the rest are costs”
Peter Drucker – Markedsføring 12 – 2005
Therefore we need to focus on:
1. how we increase the effectiveness of the
marketing effort
2. The level of innovation
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5. Innovation er en svær ting
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6. Innovation model
In many situations, competition is between business models, not products and
companies – page 327
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7. Innovation
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8. 2. Micro environment
Porters five forces
Market definition
New entries
Threats & attractiveness, competence
Industry
competitors
Suppliers Determine Buyers
Power etc. intensity & Power etc.
attractiveness?
One interesting question in using this
approach is whether the existing
competitors in a market are capable of
reinvention, or whether emerging
Substitutes
value-creating opportunities will
Relative price,
instead be exploited by new entrants
switching cost etc.
in the market. Page 328 www.Office2go.dk

9. Innovation
•Disruptive innovation
•Proactive cannibalisation
•Value innovation Blue ocean strategy
•Big ideas
•Innovation networks
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10. Innovation – “Think new” –
Blue Ocean Strategy
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11. A paradox of strategy:
100%
14%
90%
C re a tin g a n e w 80% 38%
m a rke t
70% 61%
60%
50%
lin e e x te n sio n s o r 86%
40%
in cre m e n ta l
30% 62%
im p ro ve m e n ts to
e x istin g in d u strie s 20% 39%
10%
0%
C a se s T o ta l re ve n u e T o ta l p ro fit
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12. The traditional perception of strategy
Quality
Differentiation
Low-cost
Price
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13. Red ocean versus blue ocean strategy
Red ocean strategy Blue Ocean strategy
Competing in existing market place Create uncontested market space
Beat the competition Make the competition irrelevant
Exploit existing demand Create and capture new demand
Make value / cost trade-off Break the value / cost trade-off
Align the hole system of the Align the hole system of the
company’s activities with it’s company’s activities in pursuit of
strategic choice of differentiation or differentiation and low cost
low cost
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14. The traditional perception of strategy
Quality
New strategic
possibility Differentiation
Low-cost
Price
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15. Value innovation
Cost
Blue ocean
Customer value
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16. Advantages with blue ocean strategies
• Low cost and high value creates a leap in value both for the
customer and for the company
• History has shown that you have the new market space alone for
up to 15 years.
• It create barriers to imitation – Body shop >< Estée Lauder
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17. How to create a Blue ocean
Which factors should
be downgraded
compared to the
industry standard
Which factors has the Which factors should
industry taken for A new value be created that has
granted and should curve newer been seen
removed before
Which factors should
be upgraded
compared to the
industry standard
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18. Example: Cirque du soleil
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19. Coffee break
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