Aaker - Strategic Market Management

Topics: United States bankruptcy law, Strategic management, Bankruptcy in the United States Pages: 10 (534 words) Published: December 11, 2013
STRATEGIC
MARKET
MANAGEMENT
GLOBAL

PERSPECTIVES
iPITI

David A. Aaker
Damien McLoughlin

)WILEY
A John Wiley and Sons, Ltd, Publication

CONTENTS

Preface

ix

Acknowledgements
Chapter 1

xiii

Strategic Market Management: An Introduction
and Overview
What is a Business Strategy?
Strategic Market Management
Marketing and its Role in Strategy

1
3
10
15

PART I

STRATEGIC ANALYSIS

19

Chapter 2

External and Customer Analysis
External Analysis
When Should an External Analysis be Conducted?
The Scope of Customer Analysis
Segmentation
Customer Motivations
Unmet Needs

21
21
25
26
26
31
35

Chapter 3

Competitor Analysis
Identifying Competitors - Customer-Based Approaches
Identifying Competitors - Strategic Groups
Potential Competitors
Competitor Analysis — Understanding Competitors
Competitor Strengths and Weaknesses
Obtaining Information on Competitors

41
43
45
46
47
52
58

Chapter 4

Market/Submarket Analysis
Dimensions of a Market/Submarket Analysis
Emerging Submarkets
Actual and Potential Market or Submarket*Size
Market and Submarket Growth
Market and Submarket Profitability Analysis
Cost Structure
Distribution Systems
Market Trends
Key Success Factors
Risks in High-Growth Markets

60
61
61
62
65
68
70
71
72
73
74

vi Contents
Chapter 5

Chapter 6

Environmental Analysis and Strategic Uncertainty
Technology Trends
Consumer Trends
Government/Economic Trends
Dealing with Strategic Uncertainty
Impact Analysis - Assessing the Impact of Strategic
Uncertainties
Scenario Analysis
Internal Analysis
Financial Analysis - Sales and Profitability
Performance Measurement - Beyond Profitability
Strengths and Weaknesses
Threats and Opportunities
From Analysis to Strategy
Cases for the End of Part I
Case 1 - Understanding and Working with Industry
Trends. The Future of Newspapers
Case 2 - Evaluating and Assessing the Implications
of a New Business Model. Spotify - Identifying
a New Value Proposition
Case 3 - Competing Against Industry Giants. Competing
Against Tesco

PART II

79
81
83
89
92
93
95

"

99
100
103
107
109
110
113
113

120
126

CREATING, ADAPTING, AND
IMPLEMENTING STRATEGY

131

Creating Advantage, Synergy, and Commitment
versus Opportunism versus Adaptability
The Sustainable Competitive Advantage
The Role of Synergy
Strategic Commitment, Opportunism, and Adaptability

133
134
139
142

Chapter 8

Alternative Value Propositions
Business Strategy Challenges
Alternative Value Propositions
Superior Quality
Value

. 153
154
156
162
167

Chapter 9

Building and Managing Brand Equity
Brand Awareness
Brand Loyalty
Brand Associations
Brand Identity

175
176
177
179
186

Chapter 7

Contents vu
Chapter 10

Energizing the Business
Innovating the Offering
Energize the Brand and Marketing
Increasing the Usage of Existing Customers

194
195
199
207

Chapter 11

Leveraging the Business
Which Assets and Competences Can Be Leveraged?
Brand Extensions
Expanding the Scope of the Offering
New Markets
Evaluating Business Leverage Options
The Mirage of Synergy

213
214
216
220
221
222
225

Chapter 12

Creating New Businesses
The New Business
The Innovators Advantage
Managing Category Perceptions
Creating New Business Arenas
From Ideas to Market

230
231
233
236
236
241

Chapter 13

Global Strategies
Motivations Underlying Global Strategies
Standardization Versus Customization
Expanding the Global Footprint
Strategic Alliances
Global Marketing Management

246
247
251
255
257
261

Chapter 14

Setting Priorities for Businesses and Brands the Exit, Milk, and Consolidate Options The Business Portfolio
Divestment or Liquidation
The Milk Strategy
Prioritizing and Trimming the Brand Portfolio

264
265
267
271
274

Chapter 15

From Silos to Synergy - Harnessing the...
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