Strategic Marketing: Planning and Control, Third Edition

❍ The focus on market share and growth ignores fundamental issues such as developing sustainable competitive advantage. ❍ Not al ...

On the basis of these criteria and on an agreed weighting scheme, a SBU or product is then positioned on the matrix, which is di ...

There are also wider criticisms of portfolio models in general: ❍ They are based on an analysis of current areas of business and ...

summary of the audit not a replacement. The strengths and weakness of the organisation have to be judged in relation to the oppo ...

This page intentionally left blank ...

CHAPTER 6 Developing a future orientation ...

This page intentionally left blank ...

■ Introduction In Part 1 of this text we have been analysing the situation that any organisa- tion currently faces and identifyi ...

112 Strategic Marketing: Planning and Control At an operational level relevant marketing information is likely to be read- ily a ...

What is critical is for managers to form a fully developed understanding of the market they are in and to establish the strategi ...

causes the trend line to change. Identifying these discontinuities is a critical activity, which this simple technique ignores. ...

a larger organisation. Organisations also use forecasts published by an individual expert as the basis of their planning. The te ...

2 Strong leadership: Strong group leaders carry enormous influence within the group and this can lead to increased pressure for ...

6 Self-appointed mind guards: Members of the group take on the role of guarding against incoming information that may threaten t ...

a panel of experts has been formed by the co-ordinator the Delphi study will have at least four phases: Phase 1 A letter is sent ...

individuals have undertaken in the previous round. Panel members can adjust their judgements in the light of the previous round ...

environment. Longer-term time horizons should be used so that par- ticipants’ do not simply extrapolate from present trends. The ...

step is to again have a brainstorming session that puts these drivers into alternative sequences of events overtime. One way of ...

4 Identify the issues arising: The robust scenarios that have survived the evaluation process should then be reviewed to see whe ...

Developing a future orientation 123 Illustrative Example 6.2 New Solutions New Solutions is one of a number of consultancy pract ...