...Business Strategies Week One: Strategic Business Continuity and Internal Risk Assessment Details Due Points Objectives 1.1 Identify key firm capabilities. 1.2 Describe the components of sustainable competitive advantage. 1.3 Analyze the influence of the organization on strategic business continuity. Readings Read Ch. 3 of Strategic Management: Competitiveness and Globalization, Concepts and Case. Participation Participate in class discussion. All Days 1 Discussion Questions Respond to three discussion questions. Days 3, 4, 5 3 Weekly Summary Write a 300-350 word summary of how this week’s material relates to you professionally and to organization. Post to Weekly Summary Thread. Day 7 1 Learning Team Instructions Create the Learning Team Charter. Select one of the following Virtual Organizations to use throughout the course for strategic plan development: • Riordan Manufacturing • Huffman Trucking • McBride Financial Services Day 7 Individual Internal Risk Assessment Resource: University Library’s Datamonitor 360 Access the University Library’s Datamonitor 360 and look up one of the following companies: • Wal-Mart Stores, Inc. • Jet Blue Airways Corporation • Hewlett-Packard Company • The Home Depot Prepare a 1,050- to 1,750-word paper identifying the key capabilities of your selected company. • Discuss the firm’s strengths and weaknesses in marketing, human resources, management...
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...Business Strategies Week One: Strategic Business Continuity and Internal Risk Assessment Details Due Points Objectives 1.1 Identify key firm capabilities. 1.2 Describe the components of sustainable competitive advantage. 1.3 Analyze the influence of the organization on strategic business continuity. Readings Read Ch. 3 of Strategic Management: Competitiveness and Globalization, Concepts and Case. Participation Participate in class discussion. All Days 1 Discussion Questions Respond to three discussion questions. Days 3, 4, 5 3 Weekly Summary Write a 300-350 word summary of how this week’s material relates to you professionally and to organization. Post to Weekly Summary Thread. Day 7 1 Learning Team Instructions Create the Learning Team Charter. Select one of the following Virtual Organizations to use throughout the course for strategic plan development: • Riordan Manufacturing • Huffman Trucking • McBride Financial Services Day 7 Individual Internal Risk Assessment Resource: University Library’s Datamonitor 360 Access the University Library’s Datamonitor 360 and look up one of the following companies: • Wal-Mart Stores, Inc. • Jet Blue Airways Corporation • Hewlett-Packard Company • The Home Depot Prepare a 1,050- to 1,750-word paper identifying the key capabilities of your selected company. • Discuss the firm’s strengths and weaknesses in marketing, human resources, management...
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...Class Presentations - Groups will be randomly assigned to one of the three presentation dates. 3-4 groups will present on the first week, and 3-4 groups on the second and third weeks. All WORD Doc. papers will be due, however on the first date, 4/17/14. Each group will have 20 minutes to present their project, with 15 minutes set aside afterwards for Q&A. After each presentation, the class will recommend a grade for each presenting team, based on set criteria. Required Project Outline / Requirements The marketing plan project should be delivered in written WORD format by 4/17/14. The presentation will be made on either 4/17, 4/24 or 5/1, with PPT presentation, and may include any other video or creative content The presentation portion of the project will be worth 10% of your final class grade. C) Recommended Marketing Plan Outline: (FOR COMPETITION AND CLASS) - Guidelines: o WORD Format o Total Document = 1 Page Executive Summary + Strategic Summary Chart + remaining written document + Appendices for support material o Suggested Format: Executive Summary (one-page overview of key highlights of each section of the marketing plan – including core idea/concept) Strategic Summary Chart • One-page and/or one PPT slide • List your key marketing research conclusions (1 sentence) in the left column and the proposed corresponding strategies (1 sentence) in the right column Remaining written section • Should not exceed 10 pages (reco: single-spaced, 12 point...
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...DEVELOPING OF MARKETING STRATEGIES AND PLANS C H A P T E R 2 ___________________________________________________________________________ INTRODUCTION How do companies compete in a global marketplace? One part of the answer is a commitment to creating and retaining satisfied customers. We can now add a second part: Successful companies know how to adapt to a continuously changing marketplace through strategic planning and careful management of the marketing process. In most large companies, corporate headquarters is responsible for designing a corporate strategic plan to guide the whole enterprise and deciding about resource allocations as well as starting and eliminating particular businesses. Guided by the corporate strategic plan, each division establishes a division plan for each business unit within the division; in turn, each business unit develops a business unit strategic plan. Finally, the managers of each product line and brand within a business unit develop a marketing plan for achieving their objectives. However, the development of a marketing plan is not the end of the marketing process. High-performance firms must hone their expertise in organizing, implementing, and controlling marketing activities as they follow marketing results closely, diagnose problems, and take corrective action when necessary. In today’s fast-paced business world, the ability to effectively manage the marketing process—beginning to end—has become an extremely...
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...2: Corporate, Business and Mktg. Strat. 1 * Summary 2 * Reaction 4 * Recommendation 5 * Conclusion 6 II. Chapter 3: Marketing and Competitive Space 7 * Summary 8 * Reaction 10 * Recommendation 11 * Conclusion 12 III. Chapter 9: Strategic Brand Management 13 * Summary 14 * Reaction 16 * Recommendation 17 * Conclusion 18 IV. References 19 1 2 SUMMARY Business and marketing strategies are being altered and renewed in a wide range of companies by executives in their efforts to survive and prosper in an increasingly complex and demanding business environment. Choosing high performance strategies in this environment of constant change requires vision, sound strategic logic and commitment. Market-driven organizations develop closely coordinated business and marketing strategies. Executives in many companies are reinventing their business models with the objective of improving their competitive advantage. These changes include altering the market focus, expanding product scope, partnering with other organizations, outsourcing manufacturing and modifying internal structure. Corporate strategies includes: (1) defining the corporate mission and setting objectives, (2) determining strategic business units, and (3) establishing strategy guidelines for long-term strategic planning of the corporation and its business units...
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...Stutendt STUDENT GUIDE FOR WRITING A MARKETING PLAN 1. Executive Summary The Executive Summary “sells” the marketing plan to readers through its clarity and brevity. The summary should present a description of the product/service, its target market, and its need within the market. The summary should also provide an overview of the main points of the plan and should emphasize an action orientation. 2. Company Description The company description should highlight the recent history and successes of the organization. 3. Strategic Focus and Plan While not included in all marketing plans, the Strategic Focus and Plan sets the strategic direction for the entire organization. One approach is to use the strategic marketing process (see pp. 44-50 in the text) and/or diversification and synergy analyses (see pages 581-584). a. Mission/Vision The Mission/Vision statement is a qualitative statement that specifies the markets and product lines in which a business will compete. A mission statement can dramatically affect the range of a firm’s marketing activities by narrowing or broadening the competitive playing field. An effective mission statement must be clear and direct. See page 32 in the text. b. Goals The Goals section of a marketing plan sets both financial and non-financial targets. Goals should be in quantitative terms, where possible, to facilitate measuring the company’s future performance. See page 34 in the text. An example...
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...International Marketing 1 The Scope and Challenge of International Marketing Objectives What you should learn from Module 1 What is meant by international marketing. To understand the scope of the international marketing task To comprehend the importance of the self-reference criterion (SRC) in international marketing. To be able to identify and manage the factors influencing internationalisation of companies. To evaluate the progression of becoming an international marketer. To see how international marketing concepts influence international marketers. To appreciate the increasing importance of global awareness. 1.1 The Internationalisation of Business 1.2 International Marketing Defined 1.3 The International Marketing Task 1.4 Environmental Adjustment Needed 1.5 Self-reference Criterion: An Obstacle 1.6 Becoming International 1.7 International Marketing Orientations 1.8 Globalisation of Markets 1.9 Developing a Global Awareness 1.10 Orientation of International Marketing Summary The first section of International Marketing offers an overview of international marketing and a discussion of the global business, political and legal environments confronting the marketer. International Marketing is defined as Performance of Business activities beyond national borders. The task of international marketer is explained. Key obstacles to international marketing are not just foreign environments but also our won self reverence criteria (SRC) and ethnocentrism. This...
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...= Managers within a strategic business unit or small organizations can make use of a variety of strategic techniques ideas and tools as part of the business planning process .Critically review the value of the main tools that exist to determine the most appropriate bases of competitive advantage including Porter’s thinking on generic strategies. ===========================================================Word count: 1579 =========================================================== 1. Porter’s Generic Competitive Strategies The Porter’s Generic Competitive Strategy defines whether a company follows competitive advantages through its share market scope. (Porter, Michael E., 1985) Competitive Advantage Competitive Advantage Differentiation Differentiation Low Cost Low Cost Broad Target Broad Target Competitive Scope Competitive Scope Narrow Target Narrow Target There are three generic strategies, either lower cost, differentiated, or focus. The focus strategy has two variants, cost focus and differentiation focus. A firm selects to pursue one of two types of competitive advantages. 1. Cost Leadership: Through lower costs than its competition or become a low cost producer in its industry. 2. Differentiation: By differentiating itself along some dimensions that are widely valued by customers to command a higher price. 3. Focus: A company also chooses one of two types of scope...
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... * SWOT Relative Strength Relative weaknesses Competitive advantage: Superior inputs Superior technology Superior operations Superior data Superior collaborators/partners Superior branding Superior offering Superior perceptual positioning Superior access Superior segment Superior customers Protano 8 C Category – demand - willingness to buy and ability to pay, need is perceived lack, never a product. Customers buy benefits and solutions Perception – the world according to you Marketing manager: Creator of value Manager of perception Master of persuasion Keeper of relationships for a lifetime Want – a specific satisfier (product or brand) * Competition – any player in the market going after the same customer Horizontal competition – competition across similar competitors Vertical competition (forward) – towards consumers Vertical competition (backwards) – towards suppliers Company – competitive position Customer Consumer Strategic problem must ask the question “why” afterwards Opportunity statements must have a number and time period MECE...
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...Operational Level Paper E1 ENTERPRISE OPERATIONS (REVISION SUMMARIES) Chapter 1 2 3 4 5 6 7 8 9 10 11 12 Topic Organisations Corporate Responsibility and Ethics The International Economy Information Systems Managing Information Systems Operations Management Quality Management Marketing Buyer Behaviour Human Resource Management Management Theory and Motivation The Legal Environment Page Number 3 13 17 27 35 45 55 61 73 79 93 101 E1 revision summaries 1 E1 revision summaries 2 Chapter 1 Organisations E1 revision summaries 3 Key summary of chapter Private sector organisations Sub-sectors of the economy not directly controlled by the government or state private business and households. Examples • • • • Private businesses e.g. self employed sole traders or partnerships. Companies (corporations) e.g. separate legal identity with limited liability for shareholders (owners). Private banks and building societies. Non-governmental organisations e.g. trade unions, charities, clubs etc. e.g. Public organisations Sub-sectors of an economy, or organisations, owned and directly controlled by the state or government. Examples • • • Local authorities. State owned industries e.g. the UK post office. Public corporations e.g. the British Broadcasting Company (BBC). Characteristics of public organisations • • • • Ultimately accountable to government. Goals and guidelines determined by government. Not-for-profit motive (NPO). Funded by the general public...
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...MARKETING PROCESSES 1 DEVELOPING MARKETING STRATEGIES AND PLANS • Corporate and division strategic planning All corporate headquarters undertake four planning activities: a. Defining the corporate mission. b. Establishing strategic business units (SBUs). c. Assign resources to each SBU. d. Assessing growth opportunities. 1. Defining the Corporate Mission Key questions to ask: What is our business? Who is the customer? What is of value to the customer? What will our business be? What should our business be? Mission statements are best when guided by a “vision” that provides direction for the company. [pic] Good mission statements have three major characteristics: a. Focused on a limited number of goals. b. Stresses the company’s major policies and values. c. Defines the major competitive spheres within which the company will operate by defining the: o Industry. The range of industries in which a company will operate. Some companies will operate in only one industry; some only in a set of related industries; some only in industrial goods, consumer goods, or services; and some in any industry. o Products and applications. Range of products and applications a company supply. o Competence. The range of technological and other core competencies that a company will master and leverage. o Market-segment. The type of market or customers a company will serve. o Vertical. The number of channel levels from...
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...commerce. In order for the marketing student to grasp the complexities of these issues in the real business world, each student will be assigned to a special project group that will design and create an integrated Ecommerce business plan for a newly developed online company. Each team will be assigned a specific type of online business model. Project Concept: Each special project group will function as a marketing design team that will meet on several occasions to determine project requirements. Each group will be responsible for creating the appropriate Ecommerce business model, as part of the integrated Ecommerce marketing plan. Strategic market planning is a process directed towards making decisions with tomorrow in mind. As such, strategic market planning is a means of preparing for future decisions so that a firm can rapidly and economically, start and move forward with as little disruption to the business as possible. Proper strategic market planning can provide considerable benefits to start up firms, especially those firms requiring substantial financial backing or are involved in highly turbulent or changing environments online. Proper strategic market planning can act as a road map to guide long term plans, assist in strategy implementation, and encourage better use of resources. Project Criteria: Each team will develop an appropriate business model for a startup company in the online marketplace. Review current academic, business, marketing, consumer and technology...
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...Case Study Title: “Carnival Cruise Lines” Program MSC HTM 544: Strategic Management for Travel and Tourism Business Instructor Name: Professor: Ada Lo Student Name: Zheng Chen Jerry 1 Jerry, (Zheng Chen) 鄭晨 13105284g Table of Content Vision ＆ Mission ＆ Goals ＆ Strategies ....................................... 3 Vision of Carnival ........................................................................................... 3 Mission Statement of Carnival ........................................................................ 3 Strategies being pursued by Carnival .............................................................. 3 Its Long-term Goals ......................................................................................... 3 Congruence of Mission, vision, goals, strategy and business model of Carnival............................................................................................................ 4 An internal factor analysis summary .......................................................... 5 External factor analysis summary ............................................................... 6 Strategic Groups within the Cruise industry ................................................ 7 Facing Issues and Solutions .............................................................................. 8 Issues............................................................................................................
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...Integrated e-Marketing Plan: Developing an e-Marketing Plan for Competing in the Electronic Global Marketplace Prepared for [company name] By: [student name] Date: [submission date] Table of Contents Starting an e-business in the Electronic Global Marketplace: Completing an Integrated e-Marketing Plan 1 Executive Summary 3 Selection of the e-Business for the Project 4 Environmental Analysis of the Marketplace 5 Targeted Market Segmentation 6 Consideration of Placement Decisions 7 Consideration of Product Decisions 8 Considerations of Pricing Decisions 9 Analysis of Innovative Promotional Communication Tools 10 Implementation and Measurement of Strategic Goals 11 Conclusions and Recommendations 12 Appendices 13 Executive Summary [Week 8] While this summary appears at the beginning of your plan, you should write it last. The summary is a one and a half to two page narrative that gives a brief overview of each of the sections found in the document. It should be designed to entice the reader to want to read more of the document. Selection of the e-Business for the Project Include in this section information from Assignment 1.1. Environmental Analysis of the Marketplace Include in this section information from Assignment 2.1. Targeted Market Segmentation Include in this section information from Assignment 3.1. Consideration of Placement Decisions Include in this section information from Assignment...
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...sylabus Course: IP_357 Global Marketing Management System Online (GMSMO) International Business Program University of Economics, Prague October 12 – 15, 2011 Instructor: Dr. Basil J. Janavaras E-Mail: basilj@janavaras.com Web Sites http://www.gmmso3.com , http://www.janavaras.com Introduction This course utilizes web based software named GMMSO (Global Marketing Management System Online, http://www.gmmso3.com ) as the basis of instruction along with targeted lectures on international business strategic planning. GMMSO software is a global marketing/management research and strategic planning tool that will enable you to: • Conduct a company situation analysis in a global context • Identify countries with high market potential for the company’s product/service • Conduct and in-depth market/competitive analysis and select the best country market • Determine the best entry mode strategy and develop the marketing plan To this end, the course requires integration of knowledge from this and other courses and bridges the gap between theory and the real world of business. This module organizes learning around projects that involve students in problem-solving, decision making, and investigative activities. It provides students with the opportunity to work relatively autonomously and in groups culminating in the production of realistic reports that integrate managerial realism into the classroom. Users are provided with helpful tools such as step-by-step...
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