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Marketing strategy and planning Innovation - Markops Week 41 Jacob Holm [email protected] www.office2go
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Marketing strategy and planningInnovation
-
Markops
Week 41
Jacob Holm
www.office2go
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
16.30-17.00www.Office2go.dk
The marketing management processPart 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 10Part 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
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 effort2. The level of innovation
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Innovation model
In many situations, competition is between business models, not products and companies – page 327
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2. Micro environment Porters five forces
Market definition
Industry competitors
Determine intensity &
attractiveness?
SuppliersPower etc.
BuyersPower etc.
New entriesThreats & attractiveness, competence
SubstitutesRelative price,
switching cost etc.
One interesting question in using this approach is whether the existing competitors in a market are capable of reinvention, or whether emerging value-creating opportunities will instead be exploited by new entrants in the market. Page 328
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Innovation
• Disruptive innovation• Proactive cannibalisation• Value innovation• Big ideas• Innovation networks
Blue ocean strategy
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Innovation – “Think new” – Blue Ocean Strategy
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A paradox of strategy:
86%
14%
0%10%20%30%40%50%
60%70%80%90%100%
Cases
Creating a newmarket
line extensions orincrementalimprovements toexisting industries
62%
38%
Total revenue
39%
61%
Total profit
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The traditional perception of strategy
Low-cost
Differentiation
Price
Quality
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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 company’s activities with it’s strategic choice of differentiation or low cost
Align the hole system of the company’s activities in pursuit of differentiation and low cost
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The traditional perception of strategy
Low-cost
Differentiation
Price
Quality
New strategic
possibility
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Value innovation
Customer value
Cost
Blue ocean
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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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How to create a Blue ocean
A new value curve
Which factors should be downgraded compared to the industry standard
Which factors has the industry taken for granted and should removed
Which factors should be created that has newer been seen before
Which factors should be upgraded compared to the industry standard
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