Internal Analysis Flashcards
BHAG
big hairy audacious goal
smart objectives
specific
measurable
achievable
realistic and relevant
time bound
what is a strategy
a gameplan for long run survival given a specific situation, opportunities and resources
what is a gameplan
an action plan for successfully achieving your goal
swot analysis
strengths
weaknesses
opportunities
threats
what is strategic planning
strategic planning is the process of developing and maintaining a strategic fit between the organizations goals and capablities and the ever changing external environment
STRATEGIC PLANNING IS A PROCESS
Mission statement and market definition
internal analysis + external analysis
swot
organizational goals and strategies
marketing goals and strategies
market strategies = 4Ps and marketing execution
internal analysis + external analysis
buyers analysis
industry analysis
competitor analysis
distribution analysis
levels of strategic planning
Concern or company
strategic business units (SBU)
product or market combination (PMC)
goals of a plan or strategy on a lower level must fit with a higher level
Concern or company
mission and vision
industry play field
margers and acquisitions
5y or 3y strategic plan
strategic business units (SBU)
a division product line within a division or even a single product or brand with its own mission, objectives, customers and competitors and for which a separate strategic business plan can or should be created
product or market combination (PMC)
clearly defined product group, targeted towards a clearly defined market
vision statement
a vision statement focuses on tomorrow and depicts the future the organization seeks to create
a mission statement
focuses on today and what an organization does to achieve it
both mission and vision
vital in directing goals, a vision is related to a BHAG and a mission is related to business objectives
in short the vision is the .. and the mission is the .. and …
why, what and how
market definition
demarcation of the activities, business domain
describes how the basic needs of the customer are served and the solutions he can look for
model of abell and hammond
model of abell and hammond
what: served customer fuctions
for whom: served customer groups
how: technologies utilized
abell and hammond diagram
it makes a picture of the market you operate in and the position of your company within this market
the cube in the figure indicate the existing activities of the company
the elements outside the cube indicate growth opportunities
its also interesting to depict your most important competitors in the cube
how do you think daimler group defined its market?
what customer segments can you identify
what are their needs
what technologies are provided
the marketing environment in three different parts
micro
meso
macro
micro: value chain of porter
the series of internal departments that carry out value creating activities to design, produce, market, deliver and support a firms products
value chain of porter
how value chain activities are carried out, determines costs and affects profits
working together in an ecosystem is the new normal
via partnerships you deliver a superior customer experience and can create a sustainable competitive advantage
internal organization analysis
Technology and innovation
production capabilities
financial posibilities
management and organization
sustainable competitive advantage
VRIO
value
rarity
imitability
organization
mc kinsey 7 s model
strategy
Structure
Systems
Shared values
Style
Staff
Skills
mc kinsey 7 s model
Strategy
the plan devised to maintain and build competitive advantage over the competition
mc kinsey 7 s model
structure
the way the organization is structured and who reports to whom
mc kinsey 7 s model
systems
the daily activities and procedures that staff members engage in to get the job done
Mc kinsey 7 s model
shared values
called superordinate goalss when the model was first developed, these are the core values of the company that are evidenced in the corporate culture and the generic work ethic
called superordinate goalss when the model was first developed, these are the core values of the company that are evidenced in the corporate culture and the generic work ethic
Style
The style of leadership adopted
mc kinsey 7 s model
Staff
The employees and their general capabilities
mc kinsey 7 s model
Skills
the actual skills and competencies of the employees working for the company
macro environment
pest analysis
Pestel
De pest
pest analysis
- political
- economic
- social
- technological
pest el
- ecological
- legal
de pest
- demographic
- ecological
threats and opportunities
Customer equity
the total combines customer lifetime values of all the companies current and potential customers
size customer base, acquisition and retention
customer life time value
the present value of the future cash flows attributed to the customer during his her entire relationship with the company
(average monthly revenue per customer * gross margin per customer) / monthly churn rate
Customer relationship management
the overall process of building and maintaining profitable customer relationships by delivering superior customer value and customer satisfaction
- target selectively
- customer profitability analysis
- involves: acquisition, stimulation and the retention of customers
target to the right customers
strangers
barnacles
butterflies
true friends
the CBBE model
explains what is needed to build a strong brand and brand preference
the concept behind the brand equity model is simple
in order to build a strong brand you mut shape how customers feel about your product. You have to build the right type of experiences around your brand, so that customers have specific, positive thoughts, feelings, beliefs, opinions and perceptions about it
the cbbe PYRAMID
brand behaviour
brand preference
heartshare
mindshare
mindshare
part of the evoked set in a specific category
the evoked set is
the group of brands a consumer takes into consideration when buying a specific product or service. The consumer will compare these brands and make a final buying decision
heart share
the purpose of creating heartshare is to build strong positive and differentiating brand associations
can be functional and emotional associations
brand preference
consumers develop a preference for one or a couple of brands, because this brand answers the specific needs and desires of a consumers
brand behaviour
the ultimate goal of a successful positioning is to create a strong brand that consumers want to buy
3 levels of behaviour
Buying intention
brand loyalty
brand ambassador ship
