ANALYSIS

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					               The Big Picture
• Marketing does not work in a vacuum and it
  is important to know, what is going on
  elswhere.
• Historically, Industrial Organization looked
  at industry performance



András Bauer        Marketing                1
NATURE:
SUPPLY
                 STRUCTURE
AND
DEMAND



                  CONDUCT




                 PERFORMANCE

  András Bauer       Marketing   2
  Structure-Conduct-Performance
• In this logic the market structure (plus add
  culture to international) defines how firms
  « behave », i.e. compete extremely in an
  oligopoly.
• This behavior will have an impact on
  company performance, i.e. profits are
  usually higher in a monopoly or marketing
  is more intensive in an oligopoly.
András Bauer         Marketing                   3
               Value Chain Analysis
• As an extension to aggregate industry
      analysis, one can look inside the firm
  and determine, what is a contribution of
  different activities.
• The Value Chain Model is usually still
  aggregate


András Bauer           Marketing               4
               THE MODEL OF A VALUE CHAIN

   SUPPORT ACTIVITIES

         FIRM INFRASTRUCTURE
      HUMAN RESOURCES MANAGEMENT                  M
        TECHNOLOGY DEVELOPMENT                    A
                  PROCUREMENT                     R
                                   MAR
                                                  G
      IN-        OPE    OUT-               SER
      LOG                          KET            I
                 RATI   LOG                VICE
      ISTI       ONS    ISTI       ING/           N
      CS                CS         SALES



                 PRIMARY ACTIVITIES
András Bauer               Marketing                  5
               The Value Chain
• Is a good construct, but is clearly based on
  the old economy with more emphasis on
  physical creation of products and services
• « Supporting functions » may become the
  core of the value chain



András Bauer         Marketing                   6
      An extended version of SCP:
        The Five Forces Model
• Based on empirical research on firm and
  industry cases several researcers worked on
  this concept. (e.g. Bain)
• Michael Porter (Harvard) made an industry
  competitive framework famous:



András Bauer        Marketing                   7
               New
               entrants




Bargaining     Rivalry         Bargaining
power of       within the      power of
buyers         industry        suppliers


                              FIVE FORCES
               Firms
               exiting

András Bauer      Marketing                 8
               The Five Forces Model
• Helps you to think strategically
• Looks at power, as moving force of
  economic competition
• Does not tell you, why firms provide more
  value to their owners



András Bauer            Marketing             9
               SWOT Analysis
• SWOT analysis is based on logic. Looks at
  the firm and its environment from the inside

               Strenghs and Weaknesses

• and from outside:

               Opportunities and Threats
András Bauer            Marketing            10
               SWOT Analysis
• What is important in the SWOT analysis is
  not the analysis only by itself, but the action
  plan as a consequence.
• Example: Higher prices than competitors, as
  a weakness. What can you do about it?
  What action is required? Or: A growing
  market, as an opportunity. What should be
  done to capture it?
András Bauer          Marketing                 11
               Benchmarking
• Benchmarking helps to establish our
  comparative position and study the best
  practice.
• Benchmarking is an important exercise,
  since it will clarify, where we are. It can be
  used as an input to a SWOT analysis


András Bauer          Marketing                    12
 Putting it together: The Balanced
              Scorecard
• The Balanced Scorecard is an ambitious
  tool or ,method of organizing, to link
  performance to strategy and firm activities.
• Though it is very analytical, the journey
  could be more important than the
  destination, i.e. the firm experiences
  learning and synergy

András Bauer         Marketing                   13
                               THE
                Financial      BALANCED
                               SCORECARD



                 Vision       Internal Business
  Customer       and
                 Strategy     Processes




               Learning and
               Growth

András Bauer     Marketing                 14
               The Balanced Scorecard
                    Philosophy
• It is more than a combination of financial
  and non-financial measures, it includes
  outcomes and outcome drivers.
• For all firms or business units the BC is
  unique and can be created from its own
  variables.


András Bauer            Marketing              15
        FINANCIAL MEASURES                    CUSTOMER MEASURES
        Revenue Growth and Mix                Product/Service Attributes
        Cost Reduction/Productivity           Customer Relationship
        Asset Utilization/Investment          Image and Reputation




         INTERNAL MEASURES                    LEARNING AND
                                              GROWTH MEASURES
         Quality and time-based
         metrics of performance               People, systems and
                                              organizational processes




András Bauer                      Marketing                                16
                             Financial Objectives
                             Customer Outcomes
                                                             Customer
     Market share                                            profitability

                               Account
                               share

                                                 Customer
               Customer
                                                 retention
               acquisition
                                 Customer
                                 satisfaction


                                               Core outcome drivers
                                               and Internal Business
András Bauer                       Marketing   Process Measures              17
          CUSTOMER OUTCOMES AND DRIVERS




               Customer              Customer             Customer
               Acquisition           Satisfaction         Retention




               Product Service   +                  +   Relationship
                                      Image
Value =        Attributes


    András Bauer                     Marketing                         18
András Bauer   Marketing   19
                     THE ANSOFF MATRIX



                                       FOCUS ON NEW
               FOCUS ON
                                       CUSTOMERS IN
               EXISTING
               CUSTOMERS               EXISTING
                                       SEGMENTS


         FOCUS ON                      DEVELOP NEW
         COMPETITORS ’                 SEGMENTS
         CUSTOMERS




András Bauer               Marketing                  20
CUSTOMER                CORE              MARKETING
TARGET                         STRATEGY   MIX




               THE LOGIC OF SEGMENT FOCUSED
                         STRATEGY




András Bauer              Marketing              21
     Specific to marketing analysis
• Market segmentation, the capability to
  identify, describe and analyze segments
• Product positioning, the understanding of
  how the value proposition works on
  customers
• Consumer behaviour analysis
• Customer analysis

András Bauer        Marketing                 22
                A ROAD-MAP FOR ANALYSIS

LOOK AT             FIND OUT
THE BIG             HOW             LOOK AT
PICTURE             VALUE IS        THE FIRM
                    CREATED

                                    FIGURE OUT
ANALYZE              ANALYZE
                                    THE BEST
THE                  COMPETI
                                    VALUE PRO
MARKET               TORS
                                    POSITION

DEFINE THE         IMPLEMENT:       EVALUATE
SPECIFIC           TIME AND         FUTURE
MARKETING          BUDGET           ACTIONS
MIX
 András Bauer           Marketing                23

				
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posted:10/28/2011
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