Ch 02 developing strategies 21 rex macasaet
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This document discusses various marketing concepts and strategies including Porter's generic strategies of differentiation, cost leadership, and focus. It provides examples of applying concepts like choosing and delivering value to customers. Other concepts covered include product versus market orientation, Ansoff's product-market expansion grid, and categories of marketing alliances such as logistics alliances. Examples are given for each concept to illustrate how companies have implemented various marketing strategies.
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Ch 02 developing strategies 21 rex macasaet
This document discusses various marketing concepts and strategies including Porter's generic strategies of differentiation, cost leadership, and focus. It provides examples of concepts related to value delivery processes, product versus market orientation, business dimensions, and Ansoff's product-market expansion grid. Categories of marketing alliances such as product/service, promotional, logistics, and pricing collaborations are also examined with examples provided.
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Ch 02 developing strategies 21 rex macasaet
- 2. I. Porter’s Generic Strategies II. The Value Delivery Process III. Product versus Market Orientation IV. Dimensions that Define a Business V. Ansoff’s Product-Market Expansion Grid VI. Categories of Marketing Alliances
- 3. Differentiation Overall Cost Leadership Focus Concept 1 (REMEMBER This)
- 4. Example of Concept 1(REMEMBER This) Cost Leadership Differentiation Strategy Segmentation Strategy Narrow Market Scope Broad Market Scope Uniqueness competency Low Cost competency
- 5. Concept 2 Choose the Value Provide the Value Deliver the Value
- 6. Example of Concept 2 - is a leading telecommunication in Asia Pacific Region - diversified from a traditional telecom provider to a cloud service provider Population 2011 (in M) Internet Users 2011 (in M) Users % of World User Growth (2000-2011) Asia Only 3,880 932 44% 716% ROW 3,050 1,178 56% 378% World 6,930 2,111 100% 485% Choose the Value Provide the Value Deliver the Value
- 7. Concept 3 • What the product is?Product • The value the product can give?Market
- 8. Example of Concept 3 We produce water PRODUCT MARKET We serve to lead healthier, more comfortable lives We offer loans and savings We find ways
- 10. Example of Concept 4 - National Bookstore - Netopia - Book Sale Books, Research, Ballpens
- 11. Concept 5 Ansoff’s Product-Market Expansion Grid
- 12. Example of Concept 5 Sewer SystemSeptic Cleaning
- 13. Concept 5 Ansoff’s Product-Market Expansion Grid
- 14. Example of Concept 5 Sewer SystemSeptic Cleaning
- 15. Concept 6 Product or service alliance Promotional alliance Logistics alliances Pricing collaborations
- 16. Example of Concept 6 SHAKEY’S ON WHEELS ON A NEW VOYAGE Shakey’s On Wheels is ready to roll! If you can’t come to Shakey’s, Shakey’s will come to you. The new, innovative, re-designed and revolutionary Shakey’s On Wheels’ mobile restaurant is all set to serve its mouth- watering menu right where you are. The leading pizza restaurant chain promises you just that, with its state-of-the-art 12- meter AX model Hyundai vehicle that brings all of Shakey’s goodness wherever you want it to be. Logistics alliances