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Business 130:The Principles of Marketing : Business 130:The Principles of Marketing Instructor Martin J. Kandes Class 1


What is this Course About? : What is this Course About? It’s a Course About How to Think About Marketing


Marketing 130 Introduction / Orientation : Marketing 130 Introduction / Orientation Course Requirements Read The Textbook, Be In Class, Professionalism View and Understand Video Case Studies Do Five (5) Business Case Studies Do 3-5 page Book Report From Required List Mid Term Examination Final Examination


Required Textbook : Required Textbook “Basic Marketing” by William Perreault and Jerome McCarthy


Required Book Report Selection List : Required Book Report Selection List “The Marketing Imagination” by Theodore Levitt “Relationship Marketing” by Regis McKenna “Crossing the Chasm” by Geoffrey Moore “You are the Message” by Roger Ailes “Selling to the Top” by David Peoples “The Fifth Discipline” by Peter Senge “Made in Japan” by Akio Morita “Sacred Hoops” by Phil Jackson


Teaching Strategies : Teaching Strategies Dialogue based upon Textbook reading Lecture and Discussion in Class Video Case Presentation / Discussion Case Studies Examinations


Web Site Address : Web Site Address Http://www.cob.sjsu.edu/facstaff/kandes _m/index.htm


Grading : Grading Personal Profile 15 points Case Analysis (5) 50 points Mid Term Examination 100 points Final Examination 100 points Book Report 75 points


Grading : Grading A+ Outstanding A Excellent A- Exceptional B+ Very Good B Good B- Above Average C Average


What is the Purpose of Education? : What is the Purpose of Education?


Slide11 : “Education is not filing a bucket but lighting a fire” William Butler Yeats


The Fire  : The Fire “A man only learns in two ways, one by reading, and the other by association with smarter people” Will Rodgers Learning


What is Learning? : What is Learning? Learning is a behavior that can influence our personal growth as individuals and as a community. Each individual has his or her individual path to sculpting and unlocking their potential, beginning with their hereditary roots and their learning behavior.


Learning : Learning Is about improvement of the mind as we accumulate and enhance data, information, knowledge, understanding, know-how and wisdom as we live life and gain experience.


Slide15 : Standards Learning Performance Time S0 S1 S2 Learning is all about Personal Growth! Results


Slide16 : Learning Practice Standard Peak Performance Results Personal Growth!


Slide17 : Learning Practice Standard Peak Performance Results Soccer Success!


Slide18 : Personal Growth Requires Individual Accountability Taking Responsibility for Setting Standards, Performance, Results and Learning by Continually Improving the Process of Practice Prior to Performance Practice First Perfection Later


I Want To Play Better Golf : I Want To Play Better Golf Standard: Mine Worldclass: Tiger Woods Performance (Practice / Game) Mine Worldclass: Tiger Woods Results Mine Worldclass Learning What’s Right What’s Wrong


Slide20 : Standards Performance Results Learning I Want To Play Better Golf


Learning is for You, Incorporated : Learning is for You, Incorporated You are the CEO of Your Own Business…YOU As CEO you are responsible for creating clarity of purpose and the conviction necessary to grow personally. Position Yourself For Personal Growth of You, Inc. Through Learning Learning is a process. Learning is about improving your capability, capacity, creativity, competency, conduct, capital and contacts to position yourself for the success and happiness of You, Inc. What do you need to do to market You, Inc. to others?


Marketing as a System : Marketing as a System Introduction


Slide23 : Marketing as a System The “Classic” 4 P’s of Marketing Product Price Promotion Place The is a Course About These P’s and More...


The Marketing Strategy of You, Inc : The Marketing Strategy of You, Inc Product: You (Your Feature and Benefits) Price: What You Will Work For Promotion: How You Influence Others Place: Where and When do You Sell You But there are P’s other than these…..


Slide25 : Performance Persuasion Perception Products Package Promotion Place Price Positioning The Many “P’s” of Marketing People


Slide26 : Performance Persuasion Perception Products Package Promotion Place Price Positioning Also the P’s of Product Management People


Marketing is about Managing : Marketing is about Managing These “P’s”


Slide28 : The Most Important “P” PEOPLE ! Who You Market To---Your Customers


How Does One Manage People? : How Does One Manage People? Select Employees Motivate Employees Train Employees Coach Employees Appraise Them Organize Them Direct Them Control Them This is the Classic View of Management


Marketing is Also About Managing : Marketing is Also About Managing Manage One’s Self Integrity Ethics D,I, K, U, KH, W Temperament Thoughts / Thinking Emotions Actions Use this as a window to understand others- your customers and what they need from you!


To Manage One Needs to... : To Manage One Needs to... Look up Look Down Look Out Look In Look Around Understand, influence, motivate, lead by example


To Market To Customers You Need…. : To Market To Customers You Need…. To Know a Lot About People!


Slide33 : Because Customers are People... ….The Key “P” People - They are target of marketing What are people from a marketing perspective? They have a mind, a body, a spirit Complex System of Organs Marketing Organ Systems- Brain, Eyes, Ears and Heart People also have beliefs, emotions feelings, thoughts (past) and thinking (present)


Slide34 : The CEO of Human Life The Brain of People Works like a camera. A holographic camera. Makes you aware of what is and isn’t. It’s a true virtual reality machine. It gives you images and you decide what the image means. Your brain is a multi-purpose picture taking organ with no owners manual. What you learn is what you learn. The brain will let you do only what you think about.


Slide35 : What controls your brain? Your beliefs How many of you drove here today? Think about where you parked your car. Is it there? You belief it is. The brain gives you the most logical feeling and an objective reality of the car. The brain operates like a holographic camcorder.


Slide36 : People and their Brains Left Brain - Logic, Problem Solving Right Brain - Images to move the nervous system Image thinkers - mind works like a T.V. Concept thinker - mind works like a radio How people think and how people’s minds work effects how you market and sell to them. What is this thing called mind?


Slide37 : The mind is…... Seat of consciousness, thought, volition and feeling. Your mind through your brain directs you to do, to act. Each persons mind is constructed in a different way by life experiences, cultural background. education, social norms, genetics etc. You interpret what you see not what is? Imagine a brick wall. The brain gave you an image of a wall. What are the attributes of the wall?


The Mind : The Mind Everything you know is in your mind You perceive the world through your mind What we create in the material world begins in the mind as an idea


Slide39 : Left Brain (Newtonian) Right Brain (Quantum) Data Information Knowledge Action Wisdom Knowing Sensory Input Art Language Self Tools: Intellect Questions Dialogue Model Logic Analysis Tools: Intuition Metaphor Senses Art Poetry Myth Vision Brain Focus We use both!


The Brain Within You : The Brain Within You Left Brain Discipline Accountable Scripted Facts and Logic Measurable Knowledge Based Justify Right Brain Freedom Artful Ad Lib Feelings and Emotion Intangible Intuitive Buy


You Are What You Think ! : You Are What You Think ! Left Brain (x cells) logical verbal reasoning intellectual analytical linear (sequential) time bound analysis control Right Brain (50x cells) pattern recognition non verbal processing visual awareness intuitive emotional creative timeless see the whole synthesis


Slide42 : The Brain Has Three States of Emotion Positive- Buy Negative- Don’t Buy Neutral- Learn more What is emotion? Strong mental or instinctive feeling? e.g. love, fear


Slide43 : Three Kinds of Intelligence Mental = Brain (Thoughts) Emotional = Heart (Feelings) Intuitive = Gut (Beliefs) Knowledge Emotion The Brain Looks at Product and Services Through This Lens. That’s why Marketer's Need to Know This


Types of Intelligence : Types of Intelligence Intellectual Emotional Spiritual Visual Kinesthetic Musical Interpersonal Intrapersonal


Intelligence : Intelligence IQ SAT’s Grades Degrees Knowledge Learning Intellectual Skills Doing Self awareness manage your emotions motivational empathy read feelings of others teamwork persuasion relationship development Being Intellectual Emotional


Slide46 : Belief, Emotion, Feeling Belief- acceptance as truth, it is not truth. Truth is what you believe not fact. Brain has seen it before. It’s right from the perspective of the brain. Emotion = the response to something real or imagined by the brain. A disturbance in the body. Feeling = Responsive awareness or recognition, a type of emotional state.


Class #2 : Class #2 More About the Most Important “P” People


How Many People Are There? : How Many People Are There? Creation to 1800 1B 1930 2B 1960 3B 1974 4B 1987 5B 1999 6B The Target Market!


Markets by Population in 1998 : Markets by Population in 1998 China 1.2B India 989M USA 250M


People : People The most complex element of any business. Know them By first knowing yourself


People Feel…. : People Feel…. Tension Ambivalence Conflict Fear Anxiety Excitement Pay Attention When You Feel This way!


Slide52 : People Acquire Facts and Knowledge Facts = Objective truth Knowledge = The sum of what is known about something. But there is more!


What is Knowledge? : What is Knowledge? Rational Scientific Method Objective Events Linear Sequential Abstract Symbolic Intuitive Inner Experience Complex Holistic Multi-dimensional Non Linear Beyond Sense Based


The Continuum of Knowing : The Continuum of Knowing Data Information Knowledge Understanding Know-How Wisdom What Creates Knowing?


Thinking! : Thinking!


“Few people think more than two or three times a year. I’ve made an international name for myself thinking once a week.” : “Few people think more than two or three times a year. I’ve made an international name for myself thinking once a week.” ………George Bernard Shaw


How Often Do You Think? : How Often Do You Think? Space-The Final Frontier…….. To Boldly Go Where No Man Has Gone Before By Thinking


Types of Thinking : Types of Thinking Divergent: Expand The Picture (Right Brain) Convergent: Reduce The Picture (Left Brain) Learn to Think Marketing to do Marketing


Thinking is about Creativity : Thinking is about Creativity Initiation Incubation Illumination Integration 4 Stages of Creativity


Slide60 : “Creativity is one percent inspiration and ninety-nine percent perspiration” Thomas Edison Tesla, would say that was Edison’s Problem


To Get Creative! Suspend The Left Side Explore the Right: : To Get Creative! Suspend The Left Side Explore the Right: Jog Shower Driving Nap Wine Flying Walk Where do you think best?


Think Deeper : Think Deeper Taste Touch Sight Smell Sound Think In 5 Senses!


The Five Senses of………. : The Five Senses of………. Christmas Thanksgiving London Hawaii Hard Rock Café World Cup Can you relate?


What is your Personal Style? : What is your Personal Style? How about others?


Carl Jung (1875-1961) : Carl Jung (1875-1961) Perceiving (Take In) Sensing (S) Intuition (N) Judging (Organize) Thinking (T) Feeling (F) Theory of Psychological Type


Myers-Briggs Type Indicators : Myers-Briggs Type Indicators Katherine Cook Briggs (1875-1968) Mother Isabel Briggs Myers (1897-1980) Daughter Elaborated Jung’s Ideas and Applied Them to Human Interaction


Four Approaches To Life : Four Approaches To Life How are you energized, (Extrovert / Introvert)? What do you pay attention to, (Sensing / Intuition)? How do you make decisions, (Thinking / Feeling)? How do you live and work, (Judgement / Perception)?


How Are You Energized? : How Are You Energized? Extrovert (E) Attuned Externally Prefer Talking Learn By Doing Learn By Discussing Talk First Reflect Next Sociable Expressive Introvert (I) Draw To Inner World Prefer Writing Learn By Reflection Private Under control, contained Concentration / Focus Depth


How Do You Pay Attention? : How Do You Pay Attention? Sensing (S) Focus on Real 5 Senses Concrete / Factual Present Focused Practical Trust Experience Detailed Sequential Intuition (N) Sixth Sense Big Picture Future Oriented Imagination / Insight See Patterns Trust Inspiration Leap of Faith Novelty


How You Make Decisions? : How You Make Decisions? Thinking (T) Analytical Logical Cause and Effect Objective Critique Reason Firm / Fair Tough Minded Feeling (F) Heart Value Based Harmony Empathy Compassionate Mercy Accepting


How Do You Live and Work? : How Do You Live and Work? Judgement (J) Plan Goals Methodical Closure Decisive Organized Scheduled Perception (P) Flow Let Life Happen Open To Change Flexible / Adaptive Casual Energized By Changes Spontaneous


The Shadow Side : The Shadow Side Introvert Sensing Thinking Judging Extrovert Intuitive Feeling Perceiving Creative people seem to have integrated their shadow side into their light side


Know Thy Self : Know Thy Self Know Your Colleagues Know Your Customers Know Your Competitors


Slide74 : Economic Buyer *Final Approval *Controls $ *Veto Power User Buyer *What’s For Me *Impacts Job Influence Buyer *Experience *Knowledge *Vested Interest Gatekeeper *Can’t Say Yes *Can Say No Know Your Customers


Behavioral Styles : Behavioral Styles Driven Decisive Independent Self-Directed Wants It Yesterday Risk Taker Fast Decisions Action Oriented Just The Facts Analytical Deliberate Exacting Structured Detailed Needs Proof Planned Risk Averse Detached


Behavioral Styles : Amiable People Oriented Relationship Oriented Feelings Focused Customer Focused Avoids Conflict Listener Supportive Personable Expressive Inspiring Persuasive Creative Innovative Big Picture Spontaneous Energized Intuitive Behavioral Styles


Which One Are You? : Which One Are You? Which One Is Your Customer?


Slide78 : Famous Names Analytical Drivers Amiable Expressive


Slide79 : Marketing as a System The 4 P’s of Marketing Product Price Promotion Place


Slide80 : Performance Persuasion Perception Products Package Promotion Place Price Positioning The P’s of Product Management People


Slide81 : Performance Persuasion Perception Products Package Promotion Place Price Positioning Marketing as a System People


The Purpose of All Companies is... : The Purpose of All Companies is... Profitable Financial Growth


Slide83 : Marketing Myopia Every major industry was once a growth industry. In every case growth is threatened and is because of a failure of management. Defining what business you are in is important to growth. Customer oriented not product oriented.


Slide84 : What is Marketing Myopia Seeing the market in a nearsighted (short term, short sighted way). Focus on building product not customer need, wants and demands. Focus on Selling not Marketing


Slide85 : What Business Are You In? Penn Central Disney ATT NEC Sony B of A Charles Schwab What do you think?


Slide86 : What Business Are You In? Penn Central Disney ATT NEC Sony B of A Charles Schwab Transportation Entertainment Communications C & C Entertainment Financial Service Financial Service


Introduction to Case Analysis : Introduction to Case Analysis


Slide88 : P The Unmet Need Relevance Reach Relate Retain Revenue The Unique Solution The Idea Target Market Rethink Redirect Reorganize Reposition Rebuild Insight 1 2 3 4 5 6 Feelings Beliefs Emotions Thoughts Thinking Segmentation / Size Strengths Weaknesses Opportunities Strengths Implementation Growth Share Market Market Penetration Market Development Product Development Diversification 7 Strategy Structure Skills Style Marketing Mix Dog Cow ? 8 Foresight Product Packaging Performance Price Promotion Positioning Perception Place Persuasion Value Creation/Wealth 9 Shareholders Suppliers Employees Customers Mergers Acquisitions Innovation New Business Models Reengineering Quality Cost Reduction Profitable Growth 10 Revenue ROS, ROE, EPS Stock Price Standards Results Performance Adoption 11 Relative Advantage Compatibility Complexity Divisibility Communicability Infrastructure capital Human Capital Intellectual Capital Attention Capital (“Best Practice) (“Best Results”)


Class 3 : Class 3


Review Case Method and Process : Review Case Method and Process


Slide91 : P The Unmet Need Relevance Reach Relate Retain Revenue The Unique Solution The Idea Target Market Rethink Redirect Reorganize Reposition Rebuild Insight 1 2 3 4 5 6 Feelings Beliefs Emotions Thoughts Thinking Segmentation / Size Strengths Weaknesses Opportunities Strengths Implementation Growth Share Market Market Penetration Market Development Product Development Diversification 7 Strategy Structure Skills Style Marketing Mix Dog Cow ? 8 Foresight Product Packaging Performance Price Promotion Positioning Perception Place Persuasion Value Creation/Wealth 9 Shareholders Suppliers Employees Customers Mergers Acquisitions Innovation New Business Models Reengineering Quality Cost Reduction Profitable Growth 10 Revenue ROS, ROE, EPS Stock Price Standards Results Performance Adoption 11 Relative Advantage Compatibility Complexity Divisibility Communicability Infrastructure capital Human Capital Intellectual Capital Attention Capital (“Best Practice) (“Best Results”)


Slide92 : Learning (Results) Bad, Good, Excellent, Outstanding Standard (Who’s The Best) Peak Performance Results Personal Growth!


Slide93 : “Then I asked: Does a firm persuasion that a thing is so, make it so? He replied: All poets believe that it does and in all ages of imagination this firm persuasion removed mountains; but many are not capable of firm persuasion of anything”. William Blake 1793


Slide94 : What is Marketing? A business function that identifies customer needs and wants. A business function that determines the target market the organization can best serve. a business function that designs products, services and programs to serve the market. A philosophy of delivery of customer satisfaction for a profit


Slide95 : Selling versus Marketing Selling Focus on needs of the seller Focus on converting product to cash Create orders/sales Takes cues from business owner Sell what you have Exchange cash for product Marketing Focus on needs of buyer Focus of satisfying customer Create Value that customers want Takes cue from the customer Find market Value that the exchange is about


Slide96 : Needs , Wants and Demands Need = Necessity, Requirement, Essential, Pre-requisite A state of felt deprivation. Want = Aspiration, Desire, Wish The form shaped by a human need by culture and personality Demand = Wants that are backed buy buying power


Slide97 : + Needs Wants Demands Marketing Strategist = Influence Product Service D,I,K,U,KH, W Creativity


Slide98 : Products - anything that can be offered to a market for attention, acquisition, use or consumption and that might satisfy a need or want. Services - activities or benefits offered for sale that are essentially intangible and don’t result in the ownership of anything. Satisfiers of Needs and Wants


Slide99 : Customer Value - benefit that the customer gains from owning and using a product compared to the cost of obtaining the product. Customer Satisfaction - depends on the product’s perceived value versus expectations. How Customers Make a Choice


Slide100 : Consumers favor products that are available and highly affordable Improve production and distribution Consumers favor products that offer the most quality, performance, and innovative features Consumers will buy products only if the company promotes/ sells these product Focuses on needs/ wants of target markets & delivering satisfaction better than competitors Focuses on needs/ wants of target markets & delivering superior value Society’s well-being Marketing Management Philosophies


Slide101 : The Cornerstone to Effective Marketing Customer Needs / Wants Knowledge


Slide102 : What Marketing is Not It is not the art of selling. What is selling?


Slide103 : What is Selling? Make over or dispose of for money. Betray for money or other award. Promote, advertise, publish the merits of. Persuade or convince of value or importance. Cause to be sold.


Slide104 : The Selling Concept The Marketing Concept Starting Point Marketing versus Selling


Slide105 : Selling Strategic Emotional Approach First Knowledge Based Tactical Knowledge First


Types of Selling Approach : Types of Selling Approach Intellectual Knowing Answers Winning/Losing Inequality Power/Manipulate Prove Points Emotional Finding Out Questions Sharing/Partnering Equality Respect Explore Possibilities


Effective Strategic Selling : Effective Strategic Selling From Problem Circumstance Control FUD WIN To Opportunity Purpose Adaptive Confidence and Trust WIT


Slide108 : Marketing’s Goal Create customer satisfaction profitably. Build value laden relationships. To know what to make or provide to create and keep customers. What are these entities called customers?


How Does Marketing Influence Customers? : How Does Marketing Influence Customers? It begins with Communications


Slide110 : What Are Some Marketing Words That We Use To Communicate?


Slide111 : Marketing Words Attitude, Action Beliefs Creative, Conceptual Dialogue, Differentiation Emotional Feeling, Felts Good, Great Honesty Integrity, Influence Judging Knowledge Learning, Logical Motivational Need, Noble Opinion Process Quality


Slide112 : Marketing Words Relationship Strategic, Systems Tactical, Targeted Unified Value, Vision Winning, Worthy Xeno You, Yourself Zest, Zeal,Zen


Slide113 : The Marketing Iceberg Price Product Promotion Place Telling, Selling Advertising


Strategic Planning : Strategic Planning The -S-Curves of Business


“The Future Ain’t What It Use To Be”Yoggi Berra : “The Future Ain’t What It Use To Be” Yoggi Berra Prediction Is a “Probletunity”


Change Is Faster Than Ever : Change Is Faster Than Ever Information Float It took centuries to move information about smelting to bring about the Iron Age It took 1.4 seconds to see a man on the moon Information moves quickly today Life Float First life forms 5B years ago on earth Cells about 2.2B years Reptiles .5B years Complex Mammals 100M years


How Many of You Use Float? : How Many of You Use Float? How About Your Checking Account


The Time Between What is and What Will be is Shorter! : The Time Between What is and What Will be is Shorter! The past, present and the future gets closer


How Does One Plan in This Environment ? : How Does One Plan in This Environment ?


Slide120 : Planning in Business: Strategic Planning The Process : 1. Defining a Mission: Statement of an organization’s purpose; should be market oriented. 2. Setting Company Objectives: Supporting goals and objectives to guide the entire company. 3. Designing a Business Portfolio: Collection of businesses and products that make up the company. 4. Planning Functional Strategies: Detailed planning for each department designed to accomplish strategic objectives.


Value and Profitable Business Growth are a Function of…. : Value and Profitable Business Growth are a Function of…. Strategy Structure Skill Style Lets Discuss Strategy


What is Strategy? : What is Strategy?


Slide123 : Envisioning the Changing Landscape of Business….. ...And Doing Something About It. That’s Strategy.


Slide124 : Strategic Vision…... Some People See Further…..They Have Strategic Vision Newton Edison Ford Einstein Gandhi Deming Jobs Berners-Lee What They Have In Common is…..


Slide125 : They Have Foresight That Creates New Insights That Transform the Landscape…... Value / Growth Time Inflection Point


Slide126 : 1600 1905 New Insights Create Inflection Points…... 1988 2000 2020 Value / Growth Year Inflection Point Newton Einstein


Slide127 : 1968 1972 1980 1988 For Example…… ...The Internet Transforms Everything 1998 2000 2020 Value/ Growth Year Inflection Point Internet Tim Berners-Lee


What is a Strategic Inflection Point ? : What is a Strategic Inflection Point ? A Time in Life When the Fundamentals Change Horse Power to the Internal Combustion Engine Newtonian Physics to Quantum Physics Mini Computers to Microprocessors Television to Cable Television One Phone Company to Many Phone Companies Conventional Networking to the Internet Traditional Phone to Wireless Phone Commerce to e-Commerce Medicine to Molecular Based Medicine.


Strategic Inflection Points Create : Strategic Inflection Points Create Opportunity or Problems (Probletunities)


What Causes Inflection Points : What Causes Inflection Points Innovation and Technological Change The Nature of Competition The Nature of Regulation Changes People Change in Demographics Fear, Uncertainty and Doubt


How Does It Feel To Experience the Inflection ? : How Does It Feel To Experience the Inflection ? Its like going from the green ski run to the double black diamond. Its like going from class 1 rapids to class 4 rapids. Feel the change. Its turbulent its forceful. The force be with you! …you’ll need it.


Six Forces Effecting Business according to Michael Porter : Six Forces Effecting Business according to Michael Porter Competition (Current and New) Customers Complementors Chain of Supply Conversion (Substitution) Companies Needs a Strategy to Deal With Each


Class 4 : Class 4


Slide134 : P The Unmet Need Relevance Reach Relate Retain Revenue The Unique Solution The Idea Target Market Rethink Redirect Reorganize Reposition Rebuild Insight 1 2 3 4 5 6 Feelings Beliefs Emotions Thoughts Thinking Segmentation / Size Strengths Weaknesses Opportunities Strengths Implementation Growth Share Market Market Penetration Market Development Product Development Diversification 7 Strategy Structure Skills Style Marketing Mix Dog Cow ? 8 Foresight Product Packaging Performance Price Promotion Positioning Perception Place Persuasion Value Creation/Wealth 9 Shareholders Suppliers Employees Customers Mergers Acquisitions Innovation New Business Models Reengineering Quality Cost Reduction Profitable Growth 10 Revenue ROS, ROE, EPS Stock Price Standards Results Performance Adoption 11 Relative Advantage Compatibility Complexity Divisibility Communicability Infrastructure capital Human Capital Intellectual Capital Attention Capital (“Best Practice) (“Best Results”)


Slide135 : They Have Foresight That Creates New Insights That Transform the Landscape…... Value / Growth Time Inflection Point


Slide136 : The Power of Inflection…..It Transforms the Very Essence of Business Value/ Growth Growth Decline


What’s Marketing’s Role? : What’s Marketing’s Role? Rely of Instinct and Personal Judgement to Recognize the Beginning of a Strategic Inflection Point Convince Others That it is real and Its Time to Wake Up and Listen. Cant’ Wait Until You Know. Develop a Transition Plan To Act- A Strategy to Take Advantage of the Insight


A Strategic Inflection Point : A Strategic Inflection Point The Computer Industry


Slide139 : IBM DEC Sperry Wang Sales/ Place Applications Operating System Computer Architecture I D S W I D S W I D S W I D S W I D S W 1982 Vertical Structure of Computer Industry


Slide140 : Sales/ Place Applications Operating System Computer Architecture Stores Superstores Dealers Mail Order Word WordPerfect PowerPoint Excel Dos/Windows OS/2 Mac Unix IBM Compaq Apple Dell Intel AMD Motorola Risc Going Horizontal in 1995


This Inflection Point Changed the... : This Inflection Point Changed the... Strategy Structure Skills Style Of All Companies in The Computer Industry


The Old Rules Change : The Old Rules Change The First Mover Has An Opportunity to Gain, e.q. Dell Computer and Order By Mail. Distinction Through Innovative Products and Services Creates Differentiation


Strategic Planning Is Supposed to... : Strategic Planning Is Supposed to... Help detect, define and determine a strategy and tactics to create profitable growth for the business. To See The Strategic Inflection Point Coming It Rarely Does


Slide144 : Market Growth / Share Grid ? Cash Cows Dogs High Low High Low Share Growth Low Growth ,profit, share Build, Takes Cash Produces Cash Invest More A Tool: The BCG Matrix


Slide145 : Product Market Expansion Grid Market Penetration Product Development Market Development Diversification Existing Products New Product Existing Market