In order to expand your business in existing and into new and diverse markets, it is vital that strategies and plans can be developed with realistic prospects of success. Understanding Markets and Strategy explains the context, meaning and value of markets. It shows you how to analyze them, develop appropriate strategies and respond appropriately to changing competitive dynamics, ensuring that resources are used to create the greatest chances of success. Debunking myths around how markets are defined, it explores how to exploit the assets you currently possess and how to develop new assets for the target market. It also explores the implications for the strategies, resources, competencies and capabilities of expansion into international territories on your organization. The author explains, with practical tools and techniques, how marketing needs to be a product of, and consistent with, strategic competitive and corporate analysis.
Ideal for Directors and senior managers as well as strategic planners and marketing managers, it provides you with everything you need to understand markets and to create a strategic context for the development of credible and robust commercial strategies and plans to exploit them.
eBook - ePub
Understanding Markets and Strategy
How to Exploit Markets for Sustainable Business Growth
- English
- ePUB (mobile friendly)
- Available on iOS & Android
eBook - ePub
Understanding Markets and Strategy
How to Exploit Markets for Sustainable Business Growth
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INDEX
NB: page numbers in italics indicate Figures
Ahrendts, Angela 31
Aldi 89–90
Amazon 28, 29
anti-competitive behaviour 136–37
Apple 44, 107, 149
iPhone 38, 39
associates 184–85
Aston Martin 53
attractiveness, of market 17–26
assumptions 18
criteria
customer needs 22
price 22–25, 23
market research and data 19
questions 26
tips 25–26
total market value 19–20
turnover case study 20–21
unrealized market value 18–19
volume and margins 19–20
AZ Electronic Materials 131
‘B2Bographics’ 83
Bakewell market 5–7
livestock 9
non-livestock 9–10
Barbour 101
‘benefit edge’ 78
benefits vs price 65–80
‘benefit edge’ 78
benefit ranking table 65–66, 66
benefit vs price matrices 73, 73–77, 75, 76
local contexts case study 67–68
market research 69–70
marketing, role of 68–69, 73
price limits of buyer, elasticity of 71–73, 77
questions 79–80
Škoda case study 71
SWOT analysis 67
tips 78–79
Bez, Ulrich 53
Bloomberg 57
BMW 206, 211
Bowman, Cliff 205
Branson, Richard 107
British Airports Authority (BAA) 137
buddies 184–85
Buffett, Warren 11
Burberry 31–32, 210
‘Buyer 3Cs’ 175, 175
‘Buyer Benefit Template’ 66
buyer motivation 38–42
buyer profiles 91
Canadian Pacific Railway 171
cartels 136–37
Cartier 86
case studies
auto manufacturing 235
Bur...
Table of contents
- Understanding Markets and Strategy
- Understanding Markets and Strategy
- Contents
- List of Figures
- Acknowledgements
- Introduction
- 01 So, what is a market?
- 02 What makes markets attractive?
- 03 Where do markets exist?
- 04 Have to buy or discretionary buy?
- 05 Products and services
- 06 Product and service benefits and price
- 07 Market segmentation
- 08 How to analyse markets
- 09 How to develop market scenarios – demand
- 10 How to develop market scenarios – competition
- 11 Market scenarios – future strategic market issues
- 12 Putting the company and its competitors in the context of the market
- 13 What is success?
- 14 What is strategy and why is the strategy process important?
- 15 Competing in markets
- 16 Making strategic choices and corporate strategy
- Epilogue
- References
- Index
- Copyright Page
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Yes, you can access Understanding Markets and Strategy by Malcolm Morley in PDF and/or ePUB format, as well as other popular books in Business & Business Development. We have over 1.5 million books available in our catalogue for you to explore.