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Strategic Market Management - Aaker

In: Business and Management

Submitted By missjuliajane
Words 9549
Pages 39
Aaker: Strategic Market Management

Kapitel 1: Introduktion

Alla marknader idag är dynamiska, förändringarna är snabba, vilket i hög utsträckning påverkar strategierna. Detta gör att strateger behöver fler perspektiv, verktyg och koncept. Framför allt behöver de utveckla konkurrenskraft genom fem saker: - Strategisk analys - Innovationer - Fler affärer - Skapa hållbara långsiktiga konkurrensfördelar (SAC’s) - Utveckla tillväxt plattformer

❖ Vad är en affärsstrategi/företagsstrategi □ Ett företag – Generellt sett en organisationell enhet som har (eller bör ha) en definierad strategi och en ledning med försäljning eller vinstansvar. □ Affärsstrategi
Fyra dimensioner definierar en affärsstrategi: Produktmarknadsinvesteringsstrategi, kundvärde, konkurrenter och tillgångar och funktionella strategier och prognoser. Affärsstrategin talar om var företaget ska konkurrera och hur det ska gå till väga.

- Investeringsstrategier
1. Investera för att växa
2. Investera enbart för att bibehålla nuvarande position
3. Mjölka verksamheten genom att minimera investeringar
4. Rädda så mycket av tillgångarna som möjligt genom likvidering/försäljning av tillgångar

- Kundvärde
Vi behöver ett sätt att få nya kunder och behålla tidigare. Vi behöver kunskap om kundernas behov och därefter hitta ett sätt att tillgodose behovet.

- Tillgångar och konkurrenskraft
Vad gör företaget extra bra?

- Funktionella strategier och program
Bland de funktionella strategierna/programmen som kan användas är: Kundrelationer, varumärkesbyggande, kvalitet mm.

□ Kriterier för att välja en affärsstrategi - Varför är ROI(avkastning på investering) attraktivt? Att skapa en värdeproposition som appellerar till kunderna är värdelöst om investeringarna är för kostsamma. - Finns det en tillräcklig konkurrenskraft? - Kommer strategin leda till framgång i…...

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