INSEAD Library

Includes bibliographical references and index

Digitized

Marketing Strategy and Competitive Positioning Contents Preface Acknowledgements Abbreviations xvii xx xxiii Part 1 Marketing Strategy 1 Market-led strategic management Introduction 1.1 The marketing concept and market orientation 1.2 The resource-based view of marketing 1.3 Organisational stakeholders 1.4 Marketing fundamentals 1.5 The role of marketing in leading strategic 1.6 Summary Case Study: Psion Discussion questions 3 3 7 11 17 22 28 29 30 31 2 Strategic marketing planning Introduction 2.1 Defining the business purpose or mission 2.2 The marketing strategy process 2.3 Establishing the core strategy 2.4 Creation of the competitive positioning 2.5 Implementation 33 33 35 38 40 48 52 2.6 Summary Case Study: Playboy Discussion questions 56 57 58 3 Portfolio analysis Introduction 3.1 Portfolio planning 3.2 The Boston Consulting Group Growth-Share Matrix 3.3 Multi-factor approaches to portfolio modelling 3.4 The process of portfolio planning 3.5 Financial portfolio theory 3.6 Resource portfolios 3.7 Summary Case Study: Heinz Discussion questions 59 59 62 64 72 78 82 85 87 89 90 Part 2 Competitive Market Analysis 4 The changing market environment Introduction 4.1 A framework for macro-environmental analysis 4.2 The economic and political environment 4.3 The social and cultural environment 4.4 The technological environment 4.5 Changes in marketing infrastructure and practices 4.6 New strategies for changing environments 4.7 Summary Case Study: Smart houses Discussion questions 93 93 94 94 100 105 107 109 113 113 115 5 Analysis of the competitive environment Introduction 5.1 The Five Forces Model of industry competition 5.2 Strategic groups 5.3 Industry evolution and forecasting 5.4 Environmental stability 5.5 SPACE analysis 5.6 The Advantage Matrix 5.7 Summary Case Study: Virgin Megastore Discussion questions 117 117 118 123 126 129 132 134 136 137 138 6 Assessment of organisational resources Introduction 6.1 Understanding marketing resources 6.2 The resource-based view of the firm 6.3 Identifying the core competencies of the organisation 6.4 Auditing resources 6.5 Itemising marketing assets 6.6 Assessing marketing capabilities 6.7 Developing and exploiting resources 6.8 Summary Case Study: HandM Stores Discussion questions 139 139 140 145 149 153 157 171 173 174 175 177 7 Customer analysis Introduction 7.1 What we need to know about customers 7.2 Marketing research 179 179 180 183 7.3 The marketing research process 7.4 Organising customer information 7.5 Summary Case Study: Procter and Gamble Discussion questions 193 195 198 199 201 8 Competitor analysis Introduction 8.1 Competitive benchmarking 8.2 The dimensions of competitor analysis 8.3 Choosing good competitors 8.4 Obtaining and disseminating competitive information 8.5 Summary Case Study: Emap Discussion questions 203 203 204 207 222 226 229 231 232 9 Forecasting future demand and market requirements Introduction 9.1 Forecasting what? 9.2 Forecasts based on current demand 9.3 Forecasts based on past demand 9.4 Forecasting through experimentation 9.5 Forecasting through intentions and expert opinions 9.6 Summary Case Study: Boeing Discussion questions 233 233 234 235 237 250 254 258 261 261 Part 3 Identifying Current and Future Competitive Positions 10 Segmentation and positioning principles Introduction 265 265 267 270 271 273 274 288 293 294 295 299 300 302 303 303 306 311 320 323 333 335 336 10.1 Principles of competitive positioning 10.2 Principles of market segmentation 10.3 The underlying premises of market segmentation 10.4 Bases for segmenting markets 10.5 Segmenting consumer markets 10.6 Segmenting business markets 10.7 Identifying and describing market segments 10.8 The benefits of segmenting markets 10.9 Implementing market segmentation 10.10 Summary Case Study: Internet Exchange Discussion questions 11 Segmentation and positioning research Introduction 11.1 A priori segmentation approaches 11.2 Post-hoc/cluster-based segmentation approaches 11.3 Qualitative approaches to positioning research 11.4 Quantitative approaches to positioning research 11.5 Summary Case Study: Asianet, Zee TV, Namaste and more Discussion questions Selecting market targets Introduction 12.1 The process of market definition 12.2 Defining how the market is segmented 337 337 339 342 12.3 Determining market segment attractiveness 12.4 Determining current and potential strengths 12.5 Making market and segment choices 12.6 Alternative targeting strategies 12.7 Summary Case Study: Cadillac Discussion questions 344 354 357 360 362 363 364 Part 4 Competitive Positioning Strategies 13 Creating sustainable competitive advantage Introduction 13.1 Using organisational resources to create sustainable competitive advantage 13.2 Generic routes to competitive advantage 13.3 Achieving cost leadership 13.4 Achieving differentiation 13.5 Sustaining competitive advantage 13.6 Summary Case Study: Nokia Discussion questions 367 370 371 375 385 387 387 389 367 367 14 Offensive and defensive competitive strategies Introduction 14.1 Build strategies 14.2 Holding and defensive strategies 14.3 Market niche strategies 14.4 Harvesting strategies 14.5 Divestment/deletion 14.6 Matching managerial skills to strategic tasks 391 391 392 399 405 407 408 409 14.7 Summary Case Study: BSkyB Discussion questions 410 410 412 15 Competing through strategic alliances and networks Introduction 15.1 The era of strategic collaboration 15.2 The drivers of collaboration strategies 15.3 Types of network 15.4 Alliances and partnerships 15.5 Strategic alliances as a competitive force 15.6 The risks in strategic alliances 15.7 Competing through strategic alliances 15.8 Summary Case Study: Napster Discussion questions 413 413 415 417 421 426 429 430 434 437 438 442 16 Competing through superior service and customer relationships Introduction 16.1 The goods and services spectrum 16.2 Relationship marketing 16.3 The three Ss of customer service 16.4 Providing superior service 16.5 Measuring and monitoring customer satisfaction 16.6 Summary Case Study: Petite Pictet and Cie Discussion questions 443 443 445 447 452 452 456 461 461 463 17 Competing through innovation Introduction 17.1 New product success and failure 17.2 Planned innovation 17.3 The new product development process 17.4 Speeding new product development 17.5 Organising for new product development 17.6 Summary Case Study: Obituary of Ely Callaway Discussion questions 465 465 466 470 473 481 482 485 486 488 18 Competing through e-marketing Introduction 18.1 The growth of the Internet as a marketing medium 18.2 The metrics of e-marketing 18.3 e-marketing research 18.4 The impact of e-marketing on marketing strategy 18.5 Emerging themes in e-marketing 18.6 Summary Case Study: Tesco Online Discussion questions 489 489 491 499 501 505 515 515 516 518 19 Implementation through internai marketing Introduction 19.1 The development of internai marketing 19.2 The scope of internal marketing 19.3 Planning for internai marketing 19.4 Partnership with human resource management 19.5 Summary Case Study: DaimlerChrysler UK Discussion questions 519 519 522 524 537 539 547 548 549 Part 5 Conclusions 20 Marketing strategies for the twenty-first century Introduction 20.1 The changing competitive arena 20.2 Fundamentals of strategy in a changing world 20.3 Competitive positioning strategies 20.4 Summary Case Study: It's scary out there Discussion questions 553 553 554 560 567 581 581 583 References 584 Indices By author By company/brand By subject 606 612 619