Strategic Market Management Ch.3

External and Customer Analysis External Analysis Must be enjoin and purposeful to avoid volumes of descriptive material. Be creative. Affecting strategic decisions The external analysis should contribute to investment decisions and development of a strategic option that includes look on proposition, assets and competencies, and functional strategies. 1) Investment decision- where to compete. nookie answer the following questions: Should existing business areas be liquidated, milked, maintained, or invested in? What growth directions should receive investment? Market penetration, harvest-time expansion, or market expansion? Should new business areas be entered? 2) Selecting strategic options- how to compete. Can answer the following questions: What are the value propositions? What are the key success factors? Which assets/competencies should be developed or created? Which strategies/programmes should be implemented in functional areas? What is the strategy for positioning, segmentation, distribution, brand-building, manufacturing and so forth ?

Additional analysis objectives External analysis can also contribute to strategy indirectly by identifying: Significant trends and afterlife events Threats and opportunities Strategic uncertainties that could hit strategy outcomes Fig. 3.1 [pic] Strategic uncertainties Example Alfa Romeo wants to engulf a hybrid car. Consider questions like: What are sales prospects in coming years, how many will be change in which categories? What are the hybrid strategies of competitors? Which new technologies can affect demand? Analysis Reduce uncertainties by getting more culture- information need analysis. Model uncertainty by analyzing a scenario- scenario analysis. two topics will be covered in Ch.6 The level of analysis- delimitate the market To... If you want to get a full essay, order it on our website: Ordercustompaper.com

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