Presentation on theme: "Market strategy and the strategic pathway"— Presentation transcript:
1Market strategy and the strategic pathway Lecture 41
2A route-map for market-led strategic change Part ICustomer valueimperativesPart IIDeveloping a value-basedmarketing strategyPart IIIProcesses for managingstrategic transformationThe strategic pathwayChange strategyMarket sensingand learningstrategyThe Customeris alwaysright-handedStrategicgapsStrategicmarket choicesand targetsStrategicthinking andthinkingstrategicallyNew marketingmeetsold marketingOrganizationand processesfor changeCustomer valuestrategy andpositioningImplementationprocess andinternalmarketingValue-basedmarketingstrategyStrategicrelationshipsand networks
3Agenda What is strategy anyway? Strategic thinking Thinking strategicallyFrom strategic thinking and thinking strategically to the strategic pathway
4What is strategy anyway? Strategy is aboutcompetitive arenas – where we will be activevehicles – how we will get theredifferentiators – how will we win in the marketplacestaging – the speed and sequence of our competitive moveseconomic logic – how will we obtain returns?
5What is strategy anyway? A simple view of strategybeing best at the things that matter most to customersfinding new and better ways of achieving thisStrategy should not be so complex no-one can understand it
6What is strategy anyway? What strategy is NOTstrategic planninganalytical techniquesoperational efficiency
7What is strategy anyway? Strategy IS aboutRevolution, reinvention and renewalBreaking free frommanagement toolsindustry dogma and “rules”the presenttactics and “sameness”hostility to change
8Strategic thinking Marketing as strategy strategic dilemmas the growth mandatereinvention and renewalthe limitations of imitationradical innovationtiming and speedcrisis and failuresocial legitimacy
9Strategic thinking Strategic dilemmas Social legitimacy The growth mandateCrisis andfailureMarketingasstrategyReinventionand renewalTiming andspeedThe limitationsof imitationRadicalinnovation
14The pioneer, migrator, settler map Pioneers:value innovateHigh-growthtrajectoryMigrators:improve valueSettlers:me-toobusinessesCurrentportfolioPlannedportfolioSource: Adapted from W. Chan Kim and Renee Mauborgne, “Value Innovation: The StrategicLogic of High Growth”, Harvard Business Review, January-February 1997, pp
15Strategic thinking Timing and speed business agility fast strategy, or not so muchfirst mover advantage, or maybe notactive waiting
16Strategic thinking Crisis and failure it’s not our fault it’s our faultit’s their faultfailurewhy do we get caught unawares?
17Strategic thinking Social legitimacy ethical standards corporate social responsibility
18Thinking strategically StrategizingBarriers to strategic thinking and thinking strategicallydoing new stuff in old organizationsthe halo effectevidence-based managementWeirdosThe opposable mind