strategic marketing management chapter 9 and 10

LOGO

LOGO

Group members

Afza Farooq Tehzeeb Tariq Syed Zohaib Ali Rameez Akram

Presented to:-

Sir Amin Nasarullah

LOGO

STRATEGIC OPTIONS:Quality Value Focus Innovation.

STRATEGIC MARKETING MANAGEMENT.

Chapter 9 &10

LOGO

What is mean by strategic options?

•A strategy is about giving the business a clear direction and purpose.

•Business strategy crowd together following strategic options:

Value propositionAssets and competencies

Functional strategies and programs

LOGO

STRATEGIC OPTIONS INCLUDE:

QualityValue Focus

InnovationGlobalization

LOGO

•A business may select more than one strategic options among different options.

•These strategies would help you in developing business strategies and

decision making.

LOGO

CHALLENGES OF BUSINESS STRATEGY.

Q.Which strategic option should form the basis for business strategy?

Answer: Each option should be challenged with respect to whether it

contain a real and perceived value proposition , and whether it is

relevant, sustainable and feasible

Is There A Real Customer Value Proposition?

Is There A Perceived Customer Value Proposition?

Is the strategy relevant to customer?

Is the strategy sustainable?

Is the strategy feasible?

Strategic Options To Be Discussed In Detail:

QualityValueFocus

InnovationBeing global

Strategic options:

Product Attributes

product Design

Product Line Breadth

CORPORATE SOCIAL RESPONSIBILITY

Brand familiarityThe awareness consumers have of a particular brand.

Customer Intimacy

A marketing strategy where a service supplier or product retailer gets close to their clients.

THE QUALITY OPTION

Perceived quality of the product

PERCEIVED QUALITY AND FINANCIAL PERFORMANCE

Association of quality with brand choice.

TOTAL QUALITY MANAGEMENT

TQM is an operating philosophy and management tool that focuses on continuous process improvement. Everything is a scientific method.

http://www.kandns.com

Total Quality Management

• Commitment of senior management to total quality management .

• Cross functional teams empowered to make changes.

• Process orientation includes livestock to feed , preparation of ready to cook products like burger patties, nuggets and kababs.

• A set of systems like suggestion system.

• The tracking of key quality measures including customer satisfaction.

Signals Of High Quality• Consumer mostly prefer quality

product which are fit and finish.

Example Broadband suppliers (professionals

attitudes) Tomato juices (thickness) Cleaners (dishwashers) Super markets (imtiaz, metro) Cars and clothes (heavy weight

mobile phones and branded clothes)

Values• Dell computers:

customization and assemble to order, no intermediary, effective distribution, direct contact with customer.

• Super stores:Imtiaz super store

• Suzuki: cost focus , easy to operate.

VALUE Cont…

Value Arenas

Creating a cost advantage

Perceived value

Low cost culture

Creating A Cost Advantage

A source of competitive advantage that depends on producing some product or service at the lowest cost. The most successful approaches to cost advantages areNo frills product/servicesOperationsScale economiesThe experience curve

Perceived ValueIt deals solely with the customer‘s

perception of a product.

Nike, a well-known brand of today, endorsed in professional NBA player

Michael Jordan and created a special line of shoes called the Air Jordan(s).

Low Cost Culture•Cost oriented culture•Low cost structure

FOCUS:Pay particular attention to some thingfor example

Hospital:kidney center specially for kidney related patients.

Tutty fruity:Provide flavored yogurt.

Focus strategy concentrates on:

Resources and energy

Competing with limited resources

Supporting a strategic position

Innovation

INNOVATIONSONY:Focus on continuous innovation, introduces new products like walkman, handycam, Xplod(mobile entertainment), play stations, cile(handheld PDA), cyber shot (digital camera), and VAIO(note book computers).

PROCTER AND GAMBLE:Deep understanding of customer, research on technologies, ability to link customer need with technical skills.

Innovation cont…

Innovation and value proposition

The first mover advantage

Thank You