Description
It covers the strategy involved in marketing. e.g. Planning New Businesses and Downsizing Old Businesses, ansoff matrix
Planning New Businesses and Downsizing Old Businesses
?
Strategies Involved:
? ? ? ? ?
Intensive growth Integrative growth Diversification growth Forming Strategic Alliances Harvesting or divesting old businesses
Growth Oriented Strategies:
DIVERSIFICATION GROWTH S A L E S INTEGRATIVE GROWTH
INTENSIVE GROWTH
TIME
Strategic Planning for Intensive Growth: Product-Market Expansion Grid (Ansoff’s Matrix)
Existing Products Existing Markets New Markets Market Penetration
(e.g. introduction of sachets)
New Products Product Development
Market Development
(e.g. Scorpio being exported to S. Africa, US etc.)
Diversification Strategies
Integrative Growth
?
Backward integration- Acquiring Suppliers
? Gas
Authority of India Ltd (GAIL) has invested in 29 exploration blocks and three coal bed methane (CBM) blocks (ET, 28th Oct. 2008) ? Tamil Nadu Newsprint and Papers (TNPL), manufacturers of printing & writing paper and newsprint has set up a captive plantation to meet its material requirements. (ET, 28th July 2008) ? Exide Industries has picked up a 51% stake in Leadage Alloys India Ltd. (LAIL) to get raw material source of recycled lead and lead alloys for making storage batteries. (ET, 19th June 2008)
Integrative Growth (Cont…):
?
Forward Integration - Acquiring Buyers
? Jubilant
Organosys, involved in manufacturing of active pharma ingredients forayed into the healthcare segment and currently operates a 92-bed hospital in West Bengal (ET, 21 July 2008) ? National Mineral Development Corporation (NMDC), from mining iron ore, is leapfrogging into steelmaking by investing Rs 16,000 crore in a new plant in Chhattisgarh that will have an annual capacity of four million tonnes (ET, 18 March 2008) ? XL Telecom, a solar panel manufacturer, is going to establish a grid connected ‘solar farms’ in Spain and Portugal with an investment of Rs 1,000 crore. (ET, 27 Dec 2007)
Integrative Growth (Cont…):
?
Horizontal Integration - Acquiring Competitors
? HP
acquires Compaq ? Jet acquires Air Sahara ? Kingfisher acquires Air Deccan ? Tata steel acquires Corus ? Mittal steel acquires Arcelor ? Hindalco acquires Novelis ? Videocon acquires Thomson’s CPT plant ? Videocon acquires Daewoo Electronics
Diversification Growth:
?
Concentric Diversification Strategy:
Technological/marketing synergy with existing product line that may appeal to different group of customers.
?
E.g. Tata Motors going in for Nano, IBS offering Executive MBAs
?
Horizontal Diversification Strategy:
Technologically unrelated products that could appeal to current customers.
?
E.g. Bajaj going in from manufacturing of scooters to manufacturing of bikes, Microsoft key-board and mouse
Diversification Growth (Cont…):
?
Conglomerate Diversification Strategy: No relation to company’s current technology, product or market.
?
Tata group manufactures cars as well as salt ? Godrej group manufactures soaps as well as furniture ? ADAG is into telecommunications as well as financial services ? Aditya Birla group is into manufacture of textiles as well as cement
Strategic Alliances:
? ? ? ?
Product or Service Alliance Promotional Alliance Logistics Alliances Pricing Collaborations
Business Strategic Planning
Planning Involves Eight Steps:
? ? ? ? ?
Business Mission SWOT Analysis: Internal SWOT Analysis: External Goal Formulation
?
?
?
Strategy Formulation Program Formulation Implementation Feedback and Control
The Marketing Process
?
Two Views of the Value Delivery Process:
? Traditional
? Make
physical process sequence
the product . . . Sell the product
? Value
creation and delivery sequence
? Choose
the value . . . Provide the value . . . Communicate the value
The Marketing Process
?
Steps in the Marketing Process:
? Analyzing
market opportunities ? Developing marketing strategies ? Planning marketing programs ? Managing the marketing effort
The Marketing Process
Marketing Plan Contents
?
?
?
?
Executive summary and TOC Current situation Opportunity and issue analysis Objectives
?
?
?
?
Marketing strategy Action programs Financial projections Controls
Bodycopy: India's largest selling washing machine deserves a detergent that is as good. At Videocon, we recommend new Surf Excel. Because new Surf Excel is perfectly suited to top-loading machines like ours. So show your clothes you care. USE NEW SURF EXCEL.
Bodycopy: When the world's top carmakers need a more efficient way to collect spare parts from overseas, they turn to the company with three red lines in its logo. Whatever your business needs whether it's car parts, textiles or anything else, DHL puts you in control of your goods through to their destination. You'll have a single partner with proven customs expertise taking complete responsibility for all of your shipments worldwide.
doc_166208106.ppt
It covers the strategy involved in marketing. e.g. Planning New Businesses and Downsizing Old Businesses, ansoff matrix
Planning New Businesses and Downsizing Old Businesses
?
Strategies Involved:
? ? ? ? ?
Intensive growth Integrative growth Diversification growth Forming Strategic Alliances Harvesting or divesting old businesses
Growth Oriented Strategies:
DIVERSIFICATION GROWTH S A L E S INTEGRATIVE GROWTH
INTENSIVE GROWTH
TIME
Strategic Planning for Intensive Growth: Product-Market Expansion Grid (Ansoff’s Matrix)
Existing Products Existing Markets New Markets Market Penetration
(e.g. introduction of sachets)
New Products Product Development
Market Development
(e.g. Scorpio being exported to S. Africa, US etc.)
Diversification Strategies
Integrative Growth
?
Backward integration- Acquiring Suppliers
? Gas
Authority of India Ltd (GAIL) has invested in 29 exploration blocks and three coal bed methane (CBM) blocks (ET, 28th Oct. 2008) ? Tamil Nadu Newsprint and Papers (TNPL), manufacturers of printing & writing paper and newsprint has set up a captive plantation to meet its material requirements. (ET, 28th July 2008) ? Exide Industries has picked up a 51% stake in Leadage Alloys India Ltd. (LAIL) to get raw material source of recycled lead and lead alloys for making storage batteries. (ET, 19th June 2008)
Integrative Growth (Cont…):
?
Forward Integration - Acquiring Buyers
? Jubilant
Organosys, involved in manufacturing of active pharma ingredients forayed into the healthcare segment and currently operates a 92-bed hospital in West Bengal (ET, 21 July 2008) ? National Mineral Development Corporation (NMDC), from mining iron ore, is leapfrogging into steelmaking by investing Rs 16,000 crore in a new plant in Chhattisgarh that will have an annual capacity of four million tonnes (ET, 18 March 2008) ? XL Telecom, a solar panel manufacturer, is going to establish a grid connected ‘solar farms’ in Spain and Portugal with an investment of Rs 1,000 crore. (ET, 27 Dec 2007)
Integrative Growth (Cont…):
?
Horizontal Integration - Acquiring Competitors
? HP
acquires Compaq ? Jet acquires Air Sahara ? Kingfisher acquires Air Deccan ? Tata steel acquires Corus ? Mittal steel acquires Arcelor ? Hindalco acquires Novelis ? Videocon acquires Thomson’s CPT plant ? Videocon acquires Daewoo Electronics
Diversification Growth:
?
Concentric Diversification Strategy:
Technological/marketing synergy with existing product line that may appeal to different group of customers.
?
E.g. Tata Motors going in for Nano, IBS offering Executive MBAs
?
Horizontal Diversification Strategy:
Technologically unrelated products that could appeal to current customers.
?
E.g. Bajaj going in from manufacturing of scooters to manufacturing of bikes, Microsoft key-board and mouse
Diversification Growth (Cont…):
?
Conglomerate Diversification Strategy: No relation to company’s current technology, product or market.
?
Tata group manufactures cars as well as salt ? Godrej group manufactures soaps as well as furniture ? ADAG is into telecommunications as well as financial services ? Aditya Birla group is into manufacture of textiles as well as cement
Strategic Alliances:
? ? ? ?
Product or Service Alliance Promotional Alliance Logistics Alliances Pricing Collaborations
Business Strategic Planning
Planning Involves Eight Steps:
? ? ? ? ?
Business Mission SWOT Analysis: Internal SWOT Analysis: External Goal Formulation
?
?
?
Strategy Formulation Program Formulation Implementation Feedback and Control
The Marketing Process
?
Two Views of the Value Delivery Process:
? Traditional
? Make
physical process sequence
the product . . . Sell the product
? Value
creation and delivery sequence
? Choose
the value . . . Provide the value . . . Communicate the value
The Marketing Process
?
Steps in the Marketing Process:
? Analyzing
market opportunities ? Developing marketing strategies ? Planning marketing programs ? Managing the marketing effort
The Marketing Process
Marketing Plan Contents
?
?
?
?
Executive summary and TOC Current situation Opportunity and issue analysis Objectives
?
?
?
?
Marketing strategy Action programs Financial projections Controls
Bodycopy: India's largest selling washing machine deserves a detergent that is as good. At Videocon, we recommend new Surf Excel. Because new Surf Excel is perfectly suited to top-loading machines like ours. So show your clothes you care. USE NEW SURF EXCEL.
Bodycopy: When the world's top carmakers need a more efficient way to collect spare parts from overseas, they turn to the company with three red lines in its logo. Whatever your business needs whether it's car parts, textiles or anything else, DHL puts you in control of your goods through to their destination. You'll have a single partner with proven customs expertise taking complete responsibility for all of your shipments worldwide.
doc_166208106.ppt