Table of content
First Part: Marketing Planning......................................................................................................................3
Chapter 1: Marketing Planning: New Pace, New Possibilities.......................................................................3
Marketing& Value:...................................................................................................................................3
Purpose of marketing planning:...............................................................................................................3
Second Part: Strategic Management............................................................................................................3
Chapter 1: Introducing strategy....................................................................................................................3
1.2.............................................................................................................................................................3
1.2.1 Defining strategy..........................................................................................................................4
Three leading strategy theorists:..........................................................................................................4
1.2.2. Levels of strategy........................................................................................................................4
1.2.3. Strategy Statements...................................................................................................................5
1.3. The Exploring Strategy Model............................................................................................................5
1.3.1. Strategic Position........................................................................................................................5
1.3.2. Strategic Choices.........................................................................................................................6
1.3.3. Strategy in Action........................................................................................................................6
1.4. Strategy Development Processes......................................................................................................6
Chapter 2......................................................................................................................................................6
2.1 Introduction........................................................................................................................................7
2.2 The Macro-environment.....................................................................................................................7
2.2.1 The PESTEL framework................................................................................................................7
2.2.2 Building scenarios........................................................................................................................7
2.3 Industries and Sectors........................................................................................................................8
2.3.1 Competitive forces- the Five Forces Framework..........................................................................8
2.3.2 Complementors and Industry Life Cycles.....................................................................................9
2.4 Competitors and markets.................................................................................................................10
2.4.1 Strategic Groups........................................................................................................................10
2.4.2 Market Segments...........................................................................................................................10
2.4.3 Competitor analysis and ‘Blue Oceans’......................................................................................11
2.5 Opportunities and Threats................................................................................................................11
Chapter 3....................................................................................................................................................11
3.1 Introduction......................................................................................................................................11
3.2 Foundations of Strategic Capability..................................................................................................12
1
, 3.2.1 Resources and competences.....................................................................................................12
3.2.2 Dynamic capabilities..................................................................................................................12
3.2.3 Threshold and distinctive capabilities........................................................................................12
3.3 ‘VRIO’ Strategic Capabilities as A Basis of Competitive Advantage...................................................12
3.3.1 V- value of strategic capabilities................................................................................................12
3.3.2. R- Rarity....................................................................................................................................13
3.3.3 I- Inimitability.............................................................................................................................13
3.3.4 O- Organizational Support.........................................................................................................13
3.4 Diagnosing Strategic Capabilities......................................................................................................13
3.4.1 The value chain and value system.............................................................................................13
3.4.2. Activity Systems........................................................................................................................14
3.4.3. SWOT........................................................................................................................................14
Chapter 5....................................................................................................................................................15
5.1...........................................................................................................................................................15
5.2 Generic Competitive Strategies........................................................................................................15
5.2.1 Cost Leadership.........................................................................................................................16
5.2.2 Differentiation strategies...........................................................................................................16
5.2.3 Focus strategies.........................................................................................................................16
5.2.4 ‘Stuck in the middle’?................................................................................................................17
5.2.5 The Strategy Clock.....................................................................................................................17
2
, First Part: Marketing Planning
Chapter 1: Marketing Planning: New Pace, New
Possibilities
Marketing& Value:
Marketing: The activity, set of institutions, and processes for creating, communicating, delivering, and
exchanging offerings that have value for customers, clients, partners and society at large. This definition
emphasizes the importance of value: The difference between the perceived benefits a customer receives
and the perceived total price the customer pays.
Purpose of marketing planning:
Contents of a marketing plan
Basic steps of a marketing plan
Second Part: Strategic Management
Chapter 1: Introducing strategy
1.2
Strategy is the long-term direction of an organization
3
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