Professional Documents
Culture Documents
- Tanya Agrawal
Stay close to the customers Ahead of the competitors Principle To attract and satisfy customers at a profit
Stakeholders
Organization
Structure- to have minimum layers between lower employees and CEO Policies- employees close to customer are given more authority Culture-aims to delight
Long term objectives Participative approach info from top down and bottom up sources Flexible to rapidly changing environment
Strategy
Hierarchy of Strategies
Corporate (Strategic Management)
Corporate Office
SBU A
SBU B
SBU C
Finance
Marketing
Production
Provide information on competition & customer ,and advocate customer orientation for developing long term corporate strategy Provide competition and customer analysis for developing long term business strategy, including competitive advantage Develop segmenting, targeting and positioning strategies Take product-line decision Evolve and implement marketing mix strategy in short term to achieve business unit objectives Coordinate marketing activities Allocate resources
Developing corporate mission and objectives Defining strategic business units (SBUs) Allocation of resources to SBUs Developing corporate strategies to fill the strategic planning gap
(2)
(3)
(4)
Personal goals and vision of the management and owners should be considered
Analysis of the major opportunities and threats faced by the company as a part of the market environment should be considered Viability of a mission is determined by the available resources of the company Provides access to a wide variety of market, makes significant contribution to perceived customer benefits & difficult for competitors to imitate
Requirements
Expectation of corporate public Value system of top management Corporate resources Performance of SBUs External Environment
Growing Rapidly
Star
Question Mark
Growing Slowly
Cow
Large Percentage
Dog
Small Percentage
Medium
Invest/Grow
Low
Selectivity/ earnings
Harvest/Divest
Diversification Strategy
When good opportunities are found outside the present businesses i.e. product market, this strategy is considered Good opportunities relates to business strengths and core competencies also
Scanning the external environment (opportunities & threats analysis) Analyzing the internal Environment (Strengths and weakness assessment) Developing Objectives and Goals Formulating strategies for achieving the goals
(5)
(6) (7) (8)
Business of the company & business unit intend to pursue Unique methods which would distinguish it from the competitors Social Standing of the organization as a business What Business the company id in ? entity Customer groups Customer needs or functions Technologies Used
Political Environment Economic Environment Social Environment Technological Environment Legal or Regulatory
Survival Objective & goals Growth Objective & goals Constraint Objective & goals
Focus
Strategic Advantage
c)
d)
Analysing marketing opportunities Segmenting and selecting target market segment Developing market strategies Implementing and controlling the market plan