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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