Strategic Marketing: Planning and Control, Third Edition

ensure that they are doing the right things. These actions need to be co-ordinated, efficiently executed and focused on meeting ...

management can provide common tools and analytical techniques enabling the assessment and control of complex issues, situations ...

■ Towards strategic management Over a period of some 30 years, we have seen the concept of strategy evolve. Aaker (1995) provide ...

There is the need to plan actions, allocate resources and, where appropriate restructure, to achieve strategic change. The strat ...

Porter (1998) provides an interesting perspective and views of strategy in terms of: (i) developing a unique position by choosin ...

result of change on the organisation’s strategy? Figure 1.3 summarises the following: ● Drivers of change Consistently, current ...

‘balanced scorecard’ approach. This involves taking both financial/ non-financial measures and examines the benefits delivered t ...

Little, or no effect, is put into establishing what the customer actually wants – a dangerous route! Naturally, product innovati ...

5 Realistic expectations We cannot be all things to all people. Expectations have to be realistic and matched to capabilities, r ...

Essentially, a marketing strategy aims to deliver the following: 1 Segmentation This process breaks the market down into groups ...

2 Formulating strategy Having analysed our situation, we then determine a way forward. Formulation involves defining strategic i ...

and other businesses. Increasingly, we see organisations recognising that they cannot do everything themselves and look to form ...

■ References Aaker, D., Strategic Market Management, 4th edn, Wiley, New York, 1995. Cavazza, M., Daily Mail, 5th September, 200 ...

Part 1 Strategic Analysis ...

■ External analysis ■ Customer intelligence ■ Segmentation ■ Internal analysis ■ Developing a future orientation Undertaking a s ...

CHAPTER 2 External analysis ...

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■ Introduction An analysis of the external environment is undertaken in order to dis- cover the opportunities and threats that a ...

22 Strategic Marketing: Planning and Control An analysis of the external environment can be broken down into three key steps eac ...

External analysis 23 Area of external information Category General content Market intelligence • Market potential :Capacity, con ...