External (market positioning) and Internal (capabilities, resources) factors that influence strategy.

1. Where to play
& how to win
• Bestjobs
• CleveTaxi
• Starbiter
• Vivre.eu
• Zumzi
Calin Fusu,
ROCKIT 2017

2. DEMOGRAPHIC
FACTORS
01
GEOGRAPHICAL
FACTORS
02
SITUATIONAL &
BEHAVIORAL
FACTORS
03
PSYCHOLOGICAL
FACTORS
04
BENEFIT
SEGMENTATION
05
WHERE TO PLAY
management tries to match the organizational profile
with the environment conditions within the industry context
+ market segmentation criteria: by demography, geography,
situational & behavioral factors, psychological and benefit segmentation.

3. HOW TO WIN
resources and capabilities are the result of
learning accumulation and cannot be changed rapidly
strategy becomes a matter of aligning what we do well
with the right marketplace opportunities

4. SELECT MATCHED PAIRS
the challenge here is that both are linked,
and together they are the heart of strategy
select strategy by considering matched pairs
of Where to Play and How to Win choices

5. RESOURCES
Competitive positioning and the
resource-based view of the firm
(Hooley & Broderick, Journal of
Strategic Marketing, 1998)
The Coherence Premium
(Leinwand & Mainardi,
Harvard Business Review, 2010)
Playing to Win: How
the Strategy Really Works
(Lafley & Martin, 2013)
Bruce Lee remix Be Water My Friend ;)
https://www.youtube.com/watch?v=0EygqL--RW4