Strategy & Marketing
1.Introduction to Marketing Mix: -> DEF MARKET MIX: marketing mix is a set of marketing levers; -> Remembering the market scheme, from Mission, Vision and Purpose we build a strategic market, that is… Operational Marketing: -> DEF: Is the translation of the marketing strategy into decisions. -> Decisions about: Market demand > Endogenous variables (marketing […]
IT doesn’t matter Harvard Business Review (May 2003) -> Carr’s article -> IT (ICT) cannot be a source of sustainable, long term, competitive advantage, since it is becoming more and more: … in one word a commodity. -> IT (ICT, Information & Communication Technology) is more and more essential to operations but it is
Strategic Role of IT & Digital Strategy Leggi tutto »
DISTRUPTION: happens when an established company, well respected and well positioned on the market (incumbent) is beaten (from a competitive standpoint) by a newcomer usually a new venture, which takes the market leadership thanks to new technologies. Case Histories: Oticon: -> BUSINESS: -> CHAR: -> Starkey: in 1985, small US-based company, introduced a new device
Distruptive Innovation and Big-Bang Distruption: Leggi tutto »
1.Segmentation: -> DEF: process through which the company divides the market into various sub-groups – with different demand profiles but internally homogenous – on the basis of which management developes specific marketing plans to best satisfy their requirements. -> OBJ: give insights to markets in order to define the best possible marketing program for every
Marketing Segmentation Leggi tutto »
1.INTRODUCTION TO MARKETING: -> There are different approaches to create value: MKT: Are all the activities that try to put toghether the supply and the demand. Understanding the Market: => UNDESTRANDING THE MARKET allow to understand what are Opportunities and Threats. Marketing definition: -> We have to find a MARKET to sell. Market Segmentation: ->
MARKETING INTRODUCTION: Leggi tutto »
-> IDEA: market is like an ocean and all companies are fishes. The one that have similar size eat each other. Introduction: -> Models are not necessarily fast creatively. -> We have to find an approach to stimulate strtegic innovation. ❓How can we define strategic innovation? History: Characteristics: Types of Oceans: RED OCEANS: -> DEF:
Blue Ocean Strategy, BOS Leggi tutto »
Description -> The company DEVICES operates in the Italian market for consumer electronics, where it has always been aiming at obtaining high profits thanks to the efficient management of distributors and the optimization of production processes. The company’s core business lies in offering a selected range of products based on technology patents acquired from external
Case: Devices (exam simulation) Leggi tutto »
TRADITIONAL APROACH: Porter’s generic strategies; Porter’s Strategies: -> Economies of Scale/Learning; -> New sources of commodities. COMMODITY: product that can not be differentiate (ex sugar); COST Leadership: -> DEF: gain CA by being the lowest-cost producer of a service, production process or commodity. Sources of Cost Advantage: Cost Leadership Strategies: -> Can frighten off new
The Competitive Advantage: Leggi tutto »
-> OBJ: manage financial resources allocation to the portfolio of different Strategic Business Unit the overall company is made of. -> Key Issue: -> SCOPE: -> We can chose between: Diversification Strategy: -> DEF: Choice of “hierarchy” that is internalizing a new business within the corporate portfolio. -> Diversification is more favorable than other alternatives
Corporate Strategy and Portfolio Analysis Leggi tutto »
1.Single activities, The Competitive Advantage: -> The Competitive Advantage of the single activity depends on: Steps to identify cost competitive advantage: -> Evaluation and quantification of costs of specific activities considered as significat; -> Benchmarking with costs covered by major competitors in carrying out the same activities. ❌INTERNAL PROBLEMs: ✔SOLUTION: -> More sophisticated overall
The Three levels of act in the Supply Chain Leggi tutto »
