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Business Strategy:

-> AIM: creating a sustainable competitive advantage. -> HOW: Creating objectives and strategic plan. -> It follows a number of steps: 1.ORIENTATION Vision, Mission, Goals: business boundaries definition 2.ANALYSIS or DIAGNOSIS External Analysis SWOT Analysis Internal Analysis 3.DECISION-MAKING Strategic Alternatives Generation Strategic Alternatives Assessment and Selection 4.IMPLEMENTATION Strategy Implementation 5.CONTROL Control Orientation: -> DEF: orientate […]

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MARKETING POSITIONING:

SEGMENTATION: splitting the market into different segments. TARGETING: cselection of the segments to be approached. POSITIONING: built the offer. Index: Positioning: The act of “drawing” the firm’s offer and image in a way to be set in a precise position in the target consumers’ mind Kotler 2000 EXAMPLE: PoliMi > Positioning: Is first in architecture

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Business Model Canvas

Business Model Design: -> DEFINITIONS of Business Model: “A business model is an architecture for the product, service and information flows, including a description of the various business actors and their roles, a description of the potential benefits for the various business actors, and a description of the sources of revenues” (Timmers, 1998) “A business

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