Documente Academic
Documente Profesional
Documente Cultură
&
COMPETIVENESS
WHAT IS STRATEGY?
Generalship. . .
Planning, development and projection of
organizational resources over time,
towards particular objectives, and in the
face of opposition.
. . .Management
Military analogy ignores the customer
entirely.
Is customer the booty from the war?
Panders to the machismo image of go-getter
managers.
A strategy is the pattern or plan that
integrates an organizations major goals,
policies, and action sequences into a
cohesive whole.
Competitiveness
The ability to achieve contested objectives over
time.
MARKETING MANAGEMENT
PROCESS
Analysis/Audit - where are we now?
Desire
Desire Generic Form Brand
Generic Form Brand
Competitors
Competitors Competitors Competitors Competitors
Competitors Competitors Competitors
Socializing Potato
Socializing Potatochips
chips Chocolate
Chocolatebar
bar Hershey
Hershey
Exercising
Exercising Candy Mints Nestle
Candy Mints Nestle
Eating Soft
Eating Softdrink
drink Sugar
Sugardrops
drops Mars
Mars
.. .. .. ..
. . . .
COMPETITIVE COMPETITION
STRATEGIES ANALYSIS
Leaders Identifying
Objective setting
Strategic
Challengers
grouping
Competitors
Followers SWOT
Reaction
Nichers patterns
Selection
ALTERNATIVES TO
COMPETITION
Collaboration
Collusion
Co-operation
Co-existence