Creativity in Marketing Environmental Analysis Lecture 2 Lars Torsten Eriksson [email protected]...
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Transcript of Creativity in Marketing Environmental Analysis Lecture 2 Lars Torsten Eriksson [email protected]...
MARKETINTERACTION ORGANIZATION
Our Course Focus
MA
RK
ET
VIE
W
RELATIONSHIP VIEW
RESOURCE BASED VIEW
Point of Departure Examples and Output Creative Management Processes
Lectures, literature Assignment presentations Team work
SCHEDULE July 3 Introduction July 5 Environmental
Opportunities July 6 Market
Relationships July 7 Marketing Strategy July 10 Lateral Marketing July 11 Creative
Processes July 12 Creating
Offerings July 13 Creating Brands July 17 Creating Price Models July 18 Creating Logistic
Solutions July 19 Literature test and
Case presentation July 20 Assessing Creative
Solutions and course review
MAJOR ASSIGNMENTS/EXAMS
Class Participation and presentations 75 % Literature test 25 %
100%
ATTENDANCE Regular attendance is
necessary. Not all material covered in the course is in the textbook. You must be available to work with your team members for group assignments.
W. 1
W. 2
GRADING CRITERIA REFER USE OF RELEVANT FACTS
RELATE USE OF RELEVANT CONCEPTS AND MODELS
REFLECT ABILITY TO SEE ALTERNATIVESOLUTIONS AND PERSPECTIVES
RECOMMEND ABILITY TO SUGGEST NEW AND MEANINGFUL SOLUTIONS WITH
AN ANALYSIS OF ALTERNATIVECONSEQUENCES
THE THE MMIIOO MODEL MODELThe Market Concept ViewThe Market Concept View
Lars Torsten Eriksson - Marknadsorientera ditt företag!
MARKET INTERACTION ORGANIZATION
Situation Analysis
Strategies
Action Programs
Present Situation
OPPORTUNITY ANALYSIS
SOME PEOPLE: MAKES THINGS HAPPEN – THEY BUILD
RAILROADS PARTICIPATES WHEN THINGS
HAPPENS – THEY RIDE THE TRAIN WATCHES OTHERS PERFORM – THEY
WATCH THE TRAIN PASS BY WONDER IF THERE ARE ANY NEW
TRAINS RUNNING – THEY JUST MISSED IT
Lars Torsten Eriksson - Matrix & Mind
Analysis of the Future
WHAT THREATS AND OPPORTUNITIES ARE WE FACING?
OUR PRESENT POSITION IN THE INDUSTRY LIFE CYCLE?
WHICH STRONG AND WEAK SIDES DO WE HAVE?
HOW CAN WE DEVELOP OUR BUSINESS FOR THE FUTURE?lte
EXTERNAL ANALYSISThe PEST Factors
POLITICS ECONOMY
SWOT
SOCIAL TECHNOLOGY
POLITICS ECONOMY
SWOT
SOCIAL TECHNOLOGY
Lars Torsten Eriksson – Matrix & Mind!
INFOCOM CHANGES
LANGUAGE WRITTEN BOOKS COMMUNICATION TELEGRAPH
PHONERADIOTVCELL PHONEINTERNET
250 000 5000 500 100TODAY
PEST-ANALYSIS
1950 1960 1970 1980 1990
THE GOLDEN DAYS
THE STRONG SOCIETY
STAGFLATION
THE ICT SOCIETY
THE NEWECONOMY
ICT-ANALYSIS
1950 1960 1970 1980 1990
COMPUTER INVENTION
MAIN FRAMES
MINI COMPUTERS
PC-COMPUTERSPALMS2 G 3 G
CELLPHONES
PEST-ANALYSIS
1970 1980 1990 2000 2010
NEW WORLD LEADERSINCREASE OF DEMOCRATIES
APPLE AMAZONMICROSOFT DELL NETSCAPE
GENERATION X GENERATION Y THE INTERNET GEN
MINI PC COMPUTERS LAP TOPS PALMSCOMPUTER
CELL PHONE 2 G 3 G
CONTEXT:WHY IS OUR TURNOVER
DECREASING?
VOLUMEDOWN
WE LOSEMARKETSHARE
TOTALMARKETDECREASES
DECREASE IN NEW DEMAND
DECREASED REPLACEMENTS
DISTRIBUTION GAP
OFFERING GAP
PROMOTION GAP
Market Research
How do we find out more about the Opportunities and Threats to improve our Marketing Decisions?
STRENGTHS your specialist marketing expertise. a new, innovative product or service location of your business quality processes and procedures any other aspect of your business that
adds value to your product or service.
WEAKNESSES lack of marketing expertise undifferentiated products and
service (i.e. in relation to your competitors)
location of your business poor quality goods or services damaged reputation
OPPORTUNITIES a developing market such as the
Internet. mergers, joint ventures or strategic
alliances moving into new market segments that
offer improved profits a market vacated by an ineffective
competitor CHANGE
THREATS a new competitor in your home
market price wars with competitors a competitor has a new, innovative
product or service competitors have superior access to
channels of distribution taxation is introduced on your
product or service
Strengths-Powerful and prestigious brand
portfolio-World renowned-Powerful distribution capabilities-New product launches-Moët-Hennessy - Wines and
spirits
Weaknesses-Selective Retailing division
continued poor performance-Higher exposure to US Dollar
than its peers-Weak sales performance
Opportunities-A change in investor’s perception-Expansion into new countries-Product diversification-Advertising impact
Threats-Champagne production-Price deflation-Economic cycle-Imitators
LVMH SWOT Analysis
Change is always slower than we think –but the consequenceswill be more profound than we first expected