STRATEGY IN THE BUSINESS CONTEXT Aoge Hu STRATEGIC FILTER Follower Brand Tangible Resources
Brand Driven Innovation ?
Durability
Category Leader Brand
BRAND
Incremental / Radical
Market Driven / Drive Market
Absolu
Inimitablity
EVALUATION
Intangible Resources
Appropriablility
What you can do ?
POSITIONING
What yo
Substitutability
Innovation Driven Brand ? (Beverland, 2010)
Superiority
Designer Driven Brand Organizational Capabilities
Product Leader Brand
(Collis, 2008)
Build
d A Gap
How
Interview & Survey (clear desire) Observation (between clear & unclear) Lead user (lack of empathy), Co-evolution
Product Improvement
Customer
Customer Migration
(Christensen, 2007)
Outcome
Situation of pre-purchase decision Business planing (Marketing Mix) Purpose brand: design for habitual behavior
Market Commonality
ute Contrast
ou Might do ?
Who
Current Customer Customer of comeptitors Customer who are considering
Attack (Initiative)
Awareness
MARKETING PLAN
WHO
Motivation
Organizational
(Chen, 1996)
(Effects of rivarly)
Fit & Integration
PRODUCT
(Porter, 1996)
Resource Similarity
Product Newness
Marketing Effect
Market Campaign (Debruyne, 2002)
Make Trade-off
Performance
WHAT
Capability
Competitor
New to the Company
Responce (Countmove)
Trial & Repurchase New Product Lines
(Guilltinan, 1999)
Innovative product: easy to react Radical product: hard to react
More marketing efforts lead to more competitive reaction. More reaction in high growth market.
New to the World innovation & Diffusion
Targeting Strategy
Selective: different activity for multiple segment. Undifferentiatied: no direct competitor, wide. Niche: particular group, low rivarly.
Relative Advantages Promotion
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In
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MARKETING MIX
Intensive Promotion
Selectvie Promotion
Compatibility Price (Guilltinan, 1999)
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Sk st Fa
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Product
Us
Se cr e
Compatibility
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What you will do ? Changes required either in the relative values assigned to different benefits or usage process
Br
ed
The number of new benefits and levels of improvements over existing products
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Relative Advantages
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Place