Presentation on theme: " What is strategy anyway? Strategic thinking Thinking strategically From strategic thinking and thinking strategically to the strategic pathway."— Presentation transcript:
What is strategy anyway? Strategic thinking Thinking strategically From strategic thinking and thinking strategically to the strategic pathway
Strategy is about competitive arenas – where we will be active vehicles – how we will get there differentiators – how will we win in the marketplace staging – the speed and sequence of our competitive moves economic logic – how will we obtain returns?
A simple view of strategy being best at the things that matter most to customers finding new and better ways of achieving this Strategy should not be so complex no-one can understand it
What strategy is NOT strategic planning analytical techniques operational efficiency
Strategy IS about Revolution, reinvention and renewal Breaking free from management tools industry dogma and “rules” the present tactics and “sameness” hostility to change
Marketing as strategy strategic dilemmas the growth mandate reinvention and renewal the limitations of imitation radical innovation timing and speed crisis and failure social legitimacy
The growth mandate when growth stalls building growth platforms adjacency and hidden assets for growth the growth gamble
Reinvention and renewal new business models The limitations of imitation playing catch-up benchmarking intellectual leadership
Radical innovation disruptive innovation cannibalization value innovation big ideas innovation networks
Pioneers: value innovate Migrators: improve value Settlers: me-too businesses Current portfolio Planned portfolio High-growth trajectory Source: Adapted from W. Chan Kim and Renee Mauborgne, “Value Innovation: The Strategic Logic of High Growth”, Harvard Business Review, January-February 1997, pp
Timing and speed business agility fast strategy, or not so much first mover advantage, or maybe not active waiting
Crisis and failure it’s not our fault it’s our fault it’s their fault failure why do we get caught unawares?
Social legitimacy ethical standards corporate social responsibility
Corporate and social responsibility (CSR) - Societal and ethical marketing An emergent and growing marketing philosophy. As companies continually strive to find effective ways to attract and retain customers. Importance of handling marketing responsibly in a way that contributes to the well being of society. Links between good ethics, market share and profitability. Companies not only consider its customers and its profitability but also the good of the wider community (local and globally).
CSR and its impact on the marketing process Internalisation of costs (making the polluters pay). Green taxes. Legislation. Support for cleaner technology. Redesigned products for recycling. Reverse distribution channels to receive products for recycling. Consumer education on sustainability.
Sustainable marketing The establishment, maintenance and enhancement of customer relationships so that the objectives of the parties involved are met without compromising the ability of future generations to achieve their own objectives. Brassington & Pettitt, 2002
Strategizing Barriers to strategic thinking and thinking strategically doing new stuff in old organizations the halo effect evidence-based management Weirdos The opposable mind