* Your assessment is very important for improving the workof artificial intelligence, which forms the content of this project
Download competitive marketing strategy
Market segmentation wikipedia , lookup
Food marketing wikipedia , lookup
First-mover advantage wikipedia , lookup
Pricing strategies wikipedia , lookup
Bayesian inference in marketing wikipedia , lookup
Market analysis wikipedia , lookup
Resource-based view wikipedia , lookup
Affiliate marketing wikipedia , lookup
Internal communications wikipedia , lookup
Competitive intelligence wikipedia , lookup
Neuromarketing wikipedia , lookup
Product planning wikipedia , lookup
Market penetration wikipedia , lookup
Marketing communications wikipedia , lookup
Marketing channel wikipedia , lookup
Multi-level marketing wikipedia , lookup
Ambush marketing wikipedia , lookup
Youth marketing wikipedia , lookup
Digital marketing wikipedia , lookup
Marketing research wikipedia , lookup
Target audience wikipedia , lookup
Viral marketing wikipedia , lookup
Sports marketing wikipedia , lookup
Guerrilla marketing wikipedia , lookup
Sensory branding wikipedia , lookup
Direct marketing wikipedia , lookup
Integrated marketing communications wikipedia , lookup
Marketing mix modeling wikipedia , lookup
Target market wikipedia , lookup
Green marketing wikipedia , lookup
Advertising campaign wikipedia , lookup
Street marketing wikipedia , lookup
Marketing plan wikipedia , lookup
Multicultural marketing wikipedia , lookup
1 COMPETITIVE MARKETING STRATEGY Term: Sep 2008 –Dec 2008 PGP Faculty: Nagasimha Balakrishna Kanagal Office: E-205; Phone Ext. - 3185 Secretary: Ms. KPG Rama E-Block, II Floor Please note that the syllabus below is tentative and subject to change. 1.0. Objective The course is designed with an intention to enhance the ability of students to the process of marketing strategy formulation. 2.0. Pedagogy Classroom sessions will be a combination of lectures, conceptual discussions, discussions on chosen articles and research papers in the area as well as analysis of cases - presentations and discussions. The students will also be conducting a project study exercise on a carefully chosen area of marketing strategy formulation. 3.0. Evaluation Evaluation will consist of the following: Group Project : 25% Case Presentations / Analysis : 25% (please note number of cases for preparation is half of the number of cases in the outline, as this will be shared among groups) Quizzes : 20% Final Exam : 25% Class Participation / Attendance : 05% 4.0: Course Book David A. Aaker. Strategic Market Management (Sixth Edition) 2 5.0. Group Exercise The Markstrat Exercise is the group project. Book : Markstrat3 for Executives – Books on Reserve Markstrat is a marketing software simulation to learn strategic marketing concepts such as brand portfolio strategy, segmentation and positioning strategies, as well as operational marketing. It is an experience based learning tool. Participants must go beyond strategy formulation and implement their strategic plan through decisions at the tactical level. Markstrat3 has been developed by Jean Claude Larreche and Hubert Gatignon from INSEAD in cooperation with a experience based training consultancy firm StratX. Markstrat3 is used in leading business schools such as INSEAD, London Business School, Columbia University, Yale University, Stanford, Kellogg – Northwestern, National University of Singapore. Markstrat3 is also used by corporate bodies such as 3M, Coca-Cola, Hewlett Packard, IBM, Lucent, Nestle, Bacardi, Xerox. 6.0. Session wise course schedule 3 ________________________________________________________________ Module 1 Strategic market analysis ________________________________________________________________ Session 1,2 Introduction to marketing strategy Readings: Marketing strategy decisions. Chapter 6. Marketing Strategy by O C Ferrell, Michael D Hartline, George H. Lucas Jr., David Luck Ohmae, Kenichi. ‘Getting back to strategy’. Harvard Business Review, November-December 1988, pg. 149-156 Case: Benetton (A) Session 3 Introduction to Markstrat Session 4 Customer management strategies Readings : Aaker David. Strategic Market Management Chapter 3 Kanagal, Nagasimha Balakrishna ‘Role of Relationship Marketing in Competitive Marketing Strategy’ Sixth Annual Hawaii International Conference on Business, May 2006 Kanagal, Nagasimha Balakrishna ‘Creating Customer Value: Successful Competitive Marketing Strategies’. Third All India Management Scholars International Conference on Management, Jan 2006 4 Building customer relationships. Chapter 6. Services Marketing : Valerie A Zeithaml and Mary Jo Bitner. Irwin McGraw Hill Joseph Pine II and James H. Gilmore. ‘Welcome to the experience economy’. Harvard Business Review, Jul-Aug 1998. James C Anderson and James A Narus ‘Business marketing : Understand what customers value’. Harvard Business Review, Nov-Dec 1998. Case : Federal Express : The Money Back Guarantee (A) Case : IDS Financial Services Session 5 Market analysis Readings: Aaker, David A. ‘Strategic Market Management’. Chapter 5 Jeffrey E Garten ‘Troubles ahead in emerging markets’. Harvard Business Review, May-June, 1997. Case : Texas Instruments Session 6 Markstrat in Classroom Session 7 Market scenario building 5 Readings: Hagel III, and A M Sacconaghi, Jr. ‘Who will benefit from virtual information?’ The Mckinsey Quarterly, 1996, no.3, pg. 23-37 Wack, Pierre. ‘Scenarios: shooting the rapids’. Harvard Business Review, November-December 1985, pg. 139-150 Exercise: Report on watches market enclosed. Build alternative scenarios (atleast two) for the domestic watch industry. Consider a ten-year period. Module 2 Developing marketing strategies Session 8,9 Obtaining marketing competitive advantages Readings: Aaker, David A. ‘Strategic Market Management’. Chapters 8,9, 10. Kanagal, Nagasimha Balakrishna ‘Competitive Marketing Strategies through Competitive Advantages’. Asia Pacific Management Conference XII, 2006. Kanagal, Nagasimha Balakrishna and D V Jagadish. ‘Obtaining sustainable competitive advantages. The route of electronic commerce. National Conference on ECommerce, Institute of Public Enterprise, Feb 2000. Jay Kandampully and Nagasimha Balakrishna Kanagal . A model for services strategy statement using strategic marketing principles. Draft Paper IIMB and University of Queensland, Australia Yip, George S. Gateways to entry. Harvard Business Review, Sep-Oct 1982, pg. 85-91. 6 Hamel, Gary and C K Prahalad. ‘Corporate imagination and expeditionary marketing’. Harvard Business Review, Jul-Aug 1991, pg. 81- 92. Case : Blair Water Purifiers (India) Session 10 Interface of marketing implementation Readings: Bonoma, Thomas V. ‘Making your marketing strategy work’. Harvard Business Review, March-April 1984, pg. 69-76. strategy formulation and Coyne, Kevin P. and Somu Subramaniam. ‘Bringing discipline to strategy’. The Mckinsey Quarterly, 1996, no.4, pg. 15-25. Kanagal, Nagasimha Balakrishna. ‘Issues in Marketing Strategy Implementation’ Draft paper , IIMB Kanagal, Nagasimha Balakrishna. ‘Forming strategic alliances: Issues in conceptualization’. IIMB Review, Journal of Indian Institute of Management Bangalore, Dec 1999. Video Case : AT&T Geopartners Case: Power Play (A) Nintendo in 8 bit Video Games Session 11 Impact of customer satisfaction and public image on marketing strategy Readings: Kanagal, Nagasimha Balakrishna. ‘Public Image and Marketing Strategy: an Indian Context’. Indian Management. Journal of the All India Management Association, vol. 38, no.1,2, Jan/Feb 1999. 7 Parsons, Andrew J. ‘Nestle: The vision of local managers’. The Mckinsey Quarterly, 1996, no.2, pg. 5-29. Case: Nestle’s Infant Formula Case : Xerox Corporation : The Customer Satisfaction Program Session 12, 13 Functional Strategies ________________________________________________________________ Study Presentations : Product Strategy Pricing Strategy Promotion Strategy Advertsing Strategy Distribution Strategy Case Presentations : Citibank : Launching the card in Asia Pacific(A) ________________________________________________________________ Module 3 Analytical approach to marketing strategy Session 14 Introduction: Analytical approach to marketing strategy Readings: Aaker, David. ‘Strategic Market Management’ Ch. 4 Kanagal, Nagasimha Balakrishna. ‘Marketing strategy and game theory’. IIMB Management Review, vol. 10, no.3, JulSep 1998 Raju, Jagmohan S. and Abhik Roy. Understanding competitive relationships. Chapter 9. Wharton on Dynamic Competitive Strategy. John Wiley and Sons. 1997. Presentation : Blades Market 8 Case : Eagle Hardware and Garden Inc. Session 15 Analyzing competition _____________________________________________________________________________________ Readings: Heil P. Oliver, George S. Day and David J. Reibstein. ‘Signaling to competitors’. Chapter 12. Wharton on Dynamic Competitive Strategy. John Wiley and Sons, 1997 Robert Dolan. ‘How do you know when the price is right?’ Harvard Business Review. Harvard Business Review, Oct 1995. Rao, Akshay et. Al . ‘How to fight a price war’. Harvard Business Review, Mar-April 2000. Gatignon, Hubert and David Reibstein. ‘Creative strategies for responding to competitive actions’. Chapter 10. Wharton on Dynamic Competitive Strategy. John Wiley and Sons, 1997. Wind, Jerry. ‘Preemptive strategies’. Chapter 11. Wharton on Dynamic Competitive Strategy. John Wiley and Sons, 1997. Case: Signaling Costs Case : Computron Case : Nike Europe Session 16 Competitive intelligence, competition policy and war gaming 9 Readings : India: Chapter in Competition Regimes in the World – A Civil Society Report. CUTS International – Edited by Pradeep S Mehta. Yoffie, David B and Michael A Cusumano. ‘Judo Strategy. The Competitive Dynamics of Internet Time’. Harvard Business Review. Jan-Feb 1999 Case : Power Play (B) : Sega in 16 bit Video Games Session 17 Life cycle considerations in competitive market Strategies – new and growth Markets Readings : Aaker, David. ‘Strategic Market Management’. Ch. 12 Mahajan, Vijay, Eitan Muller and Frank M Bass. ‘New product diffusion models in marketing : A review and directions for research’ Journal of Marketing, Jan 1990, pg 1-26. Peter N. Golder and Gerard Tellis ‘Pioneer advantage : Marketing logic or marketing legend’ Journal of Marketing Research, vol. XXX (May 1993), 158-170. Robinson William T and Claes Fornell. ‘Sources of market pioneer advantages in consumer goods industries’. Journal of Marketing Research, vol. XXII, August 1985, pg 305-317. Case : Nissan Case : USA Today Session 18 Life cycle considerations in competitive market strategies - maturity and decline markets 10 Readings : David Aaker. Strategic Market Management. Chapter 14 Harrigan, Kathryn Rudie and Michael E Porter. ‘End game strategies for declining industries’. On Competition. HBS Press. Case : Managing the product life cycle – The ITC Case Case : Snapple Session 19, 20 Project presentations *** ( Cases and list of readings can be subject to additions /deletions and change) 7.0 Group Project - 25% First Presentation -------- 5% Second Presentation and Report ------ 20%