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 »
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 »
-> REFERS TO: company values, goals, organizational structure, systems and activities, resources and competences. -> OBJ: Cost and values differentiation and define Strength and Weaknesses; -> PROSPECTIVE: internal to the company. -> METHOD: Value Chain Model: -> DEF: method to support the internal strategy analysis process; -> IDEA: we don’t have to consider the company
Business Strategy level > INTERNAL ANALYSIS: Leggi tutto »
-> Complementary analysis of the 5 forces; POLITICAL/LEGAL:– Regulation: automotive industry, UE commission should not allow to produce cars with traditional engine, this is a regulation;– Monopolies legislation;– Environmental protection laws;– Taxation policy;– Foreign trade regulations;– Employment law;Government stability; ECONOMIC:– Business cycles;– GNP trends;– Interest rates;– Money supply and inflation;– Unemployment & av.income– Energy availability
-> DEF: Evaluation of the attractiveness of a business area and identification of the main threats and opportunities; -> OBJ: identify Opportunities and Threats; -> HP: -> METHODOLOGY: INDUSTRY STRUCTURE: Inner characteristics and defining elements an industry is built on. PERFECT COMPETITION: all players operate at zero economic surplus and attractiveness drops dramatically; PEST: Political,
Business Strategy level > EXTERNAL ANALYSIS: Leggi tutto »
