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Uitgebreide samenvatting Strategic marketing inclusief tabellen en schema's
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Super uitgebreide samenvatting van het vak Strategic marketing. Tabellen en schema's zijn duidelijk uitgelegd.
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Strategic Marketing,Doelstelling............................................................................................................................. 5
1. Het strategische framework: het speelveld.........................................................................5
1.1 wat is strategische marketing?.....................................................................................5
1.1.1 Wat is strategische marketing?.............................................................................5
a. Strategisch............................................................................................................5
b. Marketing..............................................................................................................6
c. Strategische vs. tactische vs. operationele marketing...........................................6
d. doelstelling van strategische marketing is creëren van duurzaam concurrentieel
voordeel.................................................................................................................... 6
1.1.2 Wat is strategische marketing niet?......................................................................7
1.1.3 5 pijlers van marketing..........................................................................................7
a. doelstellingen........................................................................................................7
b. doelgroepen.......................................................................................................... 7
c. product/dienst.......................................................................................................7
d. klantwaarde..........................................................................................................8
1.1.4 Waarom gebruiken we modellen?........................................................................8
1.1.5 Wat is marketingbeleid?.......................................................................................8
1.2 structuur van het strategische planningsproces...........................................................9
1.3 strategische framework: het speelveld.........................................................................9
1.3.1 Het speelveld -in welke markt zijn we actief?.......................................................9
a. probleem: Marketing myopia.................................................................................9
b. business scope.....................................................................................................9
c. business domain.................................................................................................11
d. het volledige speelveld........................................................................................11
1.3.2 missie en visie....................................................................................................11
a. missie................................................................................................................. 11
b. visie.................................................................................................................... 11
1.3.3 purpose.............................................................................................................. 12
1.3.4 voorlopige nieuwe strategische groeirichtingen..................................................12
a. duidelijke bepaling huidige ondernemingsdoelstellingen.....................................12
b. extra groeirichtingen die voortvloeien uit probleemstelling..................................12
2. externe analyse: op zoek naar kansen en bedreigingen...................................................12
2.1 relevante analyses maken.........................................................................................13
2.1.1 8 criteria voor relevante analyses.......................................................................13
2.1.2 toegepast op een strategisch onderzoek voor een organisatie...........................13
2.2 externe analyse: kansen en bedreigingen (outside in)...............................................13
2.3 marktdynamiek: de markt, de bedrijfstak....................................................................14
2.3.1 marktdynamiek: beperkte definitie......................................................................14
2.3.2 marktdynamiek toegepast..................................................................................14
2.3.3 marktdynamiek: Michael Porter 5 krachtenmodel...............................................14
a. onderlinge concurrentie......................................................................................15
b. kracht van de klant (buyer power).......................................................................17
c. kracht van de leveranciers..................................................................................20
d. nieuwe toetreders...............................................................................................20
e. dreiging van substituten......................................................................................21
2.3.4 marktdynamiek: vraaganalyse............................................................................21
a. productlevenscyclus/marktgroei..........................................................................21
= PLC..................................................................................................................... 21
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, b. causale modellen................................................................................................22
c. tijdreeksanalyse..................................................................................................22
d. extrapolatie......................................................................................................... 22
2.4 omgevingsdynamiek..................................................................................................23
2.4.1 technologie......................................................................................................... 23
2.4.2 economie............................................................................................................ 23
2.4.3 demografie......................................................................................................... 23
2.4.4 ecologie.............................................................................................................. 23
2.4.5 sociaal-cultureel.................................................................................................23
2.4.6 politiek................................................................................................................ 23
2.5 conclusie.................................................................................................................... 24
3. interne analyse: op zoek naar sterktes en zwaktes..........................................................24
inleiding........................................................................................................................... 24
3.1 definities..................................................................................................................... 24
3.1.1 definitie sterkte en zwakte..................................................................................24
a. alternatief A: tov bestaande kansen en bedreigingen (inside-out).......................25
b. alternatief B: tov klantwaarde (KSF)...................................................................25
3.1.2 mogelijke valkuilen binnen interne analyse.........................................................25
3.2 modellen interne analyse...........................................................................................25
3.3 analyse organisatie/processen...................................................................................26
3.3.1 7s model van McKinsey......................................................................................26
a. strategy/strategie................................................................................................26
b. structure/structuur...............................................................................................26
c. systems/systemen..............................................................................................26
d. staff..................................................................................................................... 30
e. skills.................................................................................................................... 30
f. style/stijl (van leidinggeven).................................................................................30
g. shared values/waarde.........................................................................................30
3.3.2 organisatie - audit: de processen........................................................................31
a. input-output-throughput.......................................................................................31
b. waardeketen van Porter......................................................................................31
3.3.3 organisatie - audit: agile/scrum...........................................................................32
a. behendig en lenig...............................................................................................32
b. agile in de praktijk...............................................................................................32
c. relevantie van Agile voor interne analyse................................................................32
3.4 financiële analyse......................................................................................................32
a. rendabiliteit......................................................................................................... 32
b. solvabiliteit.......................................................................................................... 32
c. liquiditeit.............................................................................................................. 33
3.4.3 analyse kosten-en margestructuur.....................................................................33
3.5 marketingaudit........................................................................................................... 33
3.5.1 marketingeffectiviteit...........................................................................................33
a. marketingprocessen............................................................................................33
b. analyse marketingcomponenten.........................................................................34
3.5.2 marketingorganisatie en interfaces met andere functies.....................................34
3.6 spiegelen................................................................................................................... 35
3.7 conclusie interne analyse...........................................................................................35
4. de swot-analyse: conclusie van de analyse......................................................................35
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, 4.1 wegen van kansen en bedreigingen volgens impact en moment...............................36
4.1.1 waarom worden kansen en bedreigingen gewogen?..........................................36
4.1.2 hoe worden K en B gewogen?............................................................................36
a. moment van impact/effect...................................................................................36
b. mate van impact/effect........................................................................................36
4.2 wegen van sterktes en zwaktes volgens impact en moment......................................36
a. moment van impact/effect...................................................................................36
b. mate van impact.................................................................................................37
4.3 SWOT wegingsmatrix................................................................................................37
4.4 confrontatiematrix......................................................................................................37
4.4.1 opmaak van de confrontatiematrix......................................................................37
4.4.2 de 4 kwadranten van de SWOT..........................................................................38
4.4.3 toepassen confrontatiematrix..............................................................................39
4.5 strategische issues....................................................................................................39
4.5.1 definitie............................................................................................................... 39
4.5.2 hoe stel je strategische issues samen?..............................................................40
4.5.3 standpuntenmodel..............................................................................................40
4.6 praktische bedenkingen.............................................................................................40
4.7 conclusie: waar staan we nu?....................................................................................41
5. strategische opties............................................................................................................ 41
5.1 genereren van strategische opties via 3-luik van Johnson & Scholes........................41
5.1.1 luik 1: de basis: generieke waardestrategieën....................................................41
a. product leadership..............................................................................................42
b. operational excellence........................................................................................42
c. customer intimacy...............................................................................................43
d. van generieke naar gedifferentieerde waardestrategieën...................................43
e. en nu? kiezen!....................................................................................................44
5.1.2 luik 2: richting van de groei.................................................................................44
a. positieve groei.....................................................................................................44
b. neutrale groei......................................................................................................45
c. negatieve groei...................................................................................................46
d. ethische bezwaren rond groei.............................................................................46
5.1.3 luik 3: wijze van de groei: autonoom of samenwerking.......................................47
a. autonome groei...................................................................................................48
b. groei via strategische samenwerking - cooperation/project.................................49
c. groei via strategische samenwerking - alliance...................................................49
d. groei via strategische samenwerking - joint ventures..........................................49
e. groei via strategische samenwerking - acquisition/overname.............................49
f. groei via strategische samenwerking - acquisition/overname - specificatie van de
groeirichting............................................................................................................ 49
5.1.4 combinaties van basis, wijze en richting.............................................................51
5.1.5 slim overzicht van strategische opties:alles start met nuloptie............................51
5.1.6 van strategische issues naar strategische opties................................................51
5.2 genereren van opties via 3i model.............................................................................52
5.3 creatie van een duurzaam concurrentieel voordeel volgens Chernev........................53
5.4 kwalitatieve keuze uit strategische opties via SFA-scoringmodel...............................56
5.4.1 criteria................................................................................................................ 56
a. suitability............................................................................................................. 56
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