Strategic Mktg Tools

1. © 2003 IBM Corporation
Antonio Fontanini 1
www.eoi.esMKTG FUNDAMENTALS/ Antonio Fontanini
MARKETING TOOLS
ONLINE MASTERS
PROFESSOR
Antonio Fontanini

3. El Diamante Estratégico

4. 20/01/15
Customers
Needs and other
Segmenting
Dimensions
Company
Mission, Objectives,
& Resources
Competitors
Current &
Prospective
S.
W.
O.
T.
Context
Technology, Political & Legal, Social & Cultural, Economic
Marketing Strategy Planning Process
Targeting &
Segmentation
Positioning &
Differentiation
Narrowing down to focused strategy with quantitative and qualitative screening criteria

7. MARKETING
DASHBOARD

13. ONE PAGE PLAN

14. The second Sigmoid curve
A Product/Company life diagram
Empires (dictatorships), our life, our personal relationships
Everything is condemned to vanish and die?

15. The second Sigmoid curve
Few 1st curve managers survive to the 2nd
Timing: Coca Cola measures in centuries
A
B

18. Total
Industry
Profit
+
-
$ 0
Market
Introduction
Market
Growth
Market
Maturity
Sales
Decline
Time
Total
Industry
Sales
Leverage = M(aneuver) x R(eturn)
Product Life-Cycle: Strategic Leverage
Placement
Promotion
Product
Placement
Price
Price
Price
Promotion
Placement
Price

19. Product
Placement
Total
Industry
Profit
+
-
$ 0
Market
Introduction
Market
Growth
Market
Maturity
Sales
Decline
Time
Total
Industry
Sales
Rivalry
Product life-cycle: Rivalry
ModerateWin - Win Lose - LoseWin - Lose

21. STRATEGIC MANAGEMENT IN GLOBAL CORPORATIONS

24. MUCHAS (MUCHÍSIMAS)
GRACIAS
fontanini@learning.eoi.es