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Aaker - Strategic Market Management

STRATEGIC

MARKET

ADMINISTRATION

GLOBAL

POINTS OF VIEWS

iPITI

David A. Aaker

Damien McLoughlin

)WILEY

A John Wiley and Kids, Ltd, Newsletter

CONTENTS

Preamble

ix

Acknowledgements

Chapter you

xiii

Proper Market Administration: An Introduction

and Overview

What exactly is Business Approach?

Strategic Marketplace Management

Advertising its Role in Strategy

1

three or more

10

12-15

PART I actually

STRATEGIC EVALUATION

19

Phase 2

Exterior and Client Analysis

External Analysis

The moment Should an External Analysis become Conducted?

The Scope of Customer Research

Segmentation

Consumer Motivations

Unmet Needs

twenty one

21

twenty-five

26

26

31

thirty-five

Chapter three or more

Competitor Examination

Identifying Competition - Customer-Based Approaches

Discovering Competitors - Strategic Organizations

Potential Opponents

Competitor Analysis — Understanding Competitors

Competitor Strengths and Weaknesses

Obtaining Information on Competitors

41

43

45

46

47

52

58

Phase 4

Market/Submarket Analysis

Proportions of a Market/Submarket Analysis

Emerging Submarkets

Actual and Potential Market or Submarket*Size

Industry and Submarket Growth

Market and Submarket Profitability Examination

Cost Structure

Distribution Systems

Market Developments

Key Success Factors

Hazards in High-Growth Markets

70

61

sixty one

62

66

68

seventy

71

seventy two

73

74

vi Material

Chapter your five

Chapter 6

Environmental Evaluation and Tactical Uncertainty

Technology Trends

Consumer Trends

Government/Economic Trends

Working with Strategic Concern

Impact Examination - Examining the Impact of Strategic

Questions

Scenario Evaluation

Internal Evaluation

Financial Analysis - Sales and Profitability

Performance Way of measuring - Past Profitability

Strengths and Weaknesses

Threats and Opportunities

Coming from Analysis to Strategy

Situations for the finish of Part I

Circumstance 1 -- Understanding and Working with Industry

Trends. The continuing future of Newspapers

Case 2 -- Evaluating and Assessing the Implications

of a New Business Unit. Spotify -- Identifying

a fresh Value Idea

Case a few - Contending Against Industry Giants. Rivalling

Against Sainsbury

PART II

79

81

83

fifth 89

92

93

95

"

99

90

103

107

109

128

113

113

120

126

CREATING, CHANGING, AND

APPLYING STRATEGY

131

Creating Benefits, Synergy, and Commitment

vs . Opportunism compared to Adaptability

The Sustainable Competitive Advantage

The Role of Synergy

Strategic Commitment, Opportunism, and Adaptability

133

134

139

142

Part 8

Option Value Offrande

Business Approach Challenges

Alternative Value Propositions

Superior Quality

Benefit

. 153

154

156

162

167

Section 9

Building and Managing Brand Value

Brand Awareness

Brand Loyalty

Brand Organizations

Brand Identity

175

176

177

179

186

Chapter 7

Items vu

Part 10

Energizing the Business

Innovating the Giving

Energize the brand name and Marketing

Increasing the Usage of Existing Customers

194

195

199

207

Chapter 11

Leveraging the company

Which Resources and Competences Can Be Leveraged?

Brand Extension cables

Expanding the Scope with the Offering

New Markets

Evaluating Business Leverage Options

The Mirage of Synergy

213

214

216

220

221

222

225

Chapter doze

Creating Online businesses

The New Organization

The Innovators Advantage

Taking care of Category Perceptions

Creating New Business Arenas

Via Ideas to Market

230

231

233

236

236

241

Chapter 13

Global Approaches

Motivations Actual Global Tactics

Standardization Vs Customization

Increasing the Global Impact

Strategic Complicite

Global Promoting Management

246

247

251

255

257

261

Chapter 14

Placing Priorities for Businesses and Brands the Quit, Milk, and Consolidate Alternatives The Business Profile

Divestment or perhaps Liquidation

The Milk Approach

Prioritizing and Trimming the brand name Portfolio

264

265

267

271

274

Chapter 15

From Succursale to Synergy - Harnessing the...

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