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【正文】 ke this ? Industry effects (i) 15% ? SBU effects (fi) % ? Corporate effects (f) % ? Noise 45% Marketing Strategy Ways to Create More Value Than the Industry Average ? Differentiation: wtp , soc (Goldman) ? Cost Leader: wtp , soc (Enterprise) ? Dual Advantage: wtp , soc (McDonalds) Value wtp soc Marketing Strategy Two Simple, But Critical, Points ? your strategy should be based on the strengths that differentiate you from petitors, your resources. ? to decide on a strategy, you therefore need to identify those resources. ? It may not be necessary to worry about creating more, or new, resources. Marketing Strategy What Are We Good At? Diagnosis: Disaggregating Value Creation wtp= u1a1+ u2a2 soc = c1i1+ c2i2 u – varies by target segment – measured by market research a – given by product design – measured by market research c – varies by details of procurement – measured from accounting data i – given by production process design – measured from accounting data Marketing Strategy Realized Vale per Potential Customer = F(m,s) (wtp – soc) – m – s = F(m,s) [u(a(i)) – c(i)] – m – s F = Fraction buying m = Seller Marketing costs S = Buyer search costs Marketing Strategy You create value when you do what no one else can do In most cases other players can pick segments (u), product designs (a), suppliers (c), and inputs (i) from the same menu as you can. Most differences are in the a(i) and F(m) functions. Marketing Strategy Reasons for Competitive Advantage ? Why would it be cheaper for PG to launch a new product? – Reputation with retailers – Leverage brand names ? Why would it be cheaper for PG to design a new product? – Established set of routines – Already have designed similar products ? Why would PG have lower manufacturing costs? – They have a patent – They can gain economics of scope in transport Marketing Strategy Resources Why petitors can’t/won’t get them ? Unique and owned by you 187。 Smith and Jones ? Not clear how to create it 187。 good at X ? Preemptive first mover advantages 187。 experience Marketing Strategy From Leveraging to Building Competitive Advantage ? If several identical petitors have symmetric information, the expected return to investments in resources is zero (ex ante). Resources are created in three ways 1) based on existing resource asymmetries 2) as results of lucky outes 3) by taking advantage of slow or sleeping petitors Marketing Strategy Productive Social Networks Hard to – Understand – Plan – Imitate – grow Marketing Strategy Complex Resources Not enough to be good at one thing Components + coordination Marketing Strategy Resources that cannot be purchased directly ? If the value is vand petitors bid p1, p2, etc., the winning bidder will not make money. ? If the bids are valued at p1 + e1, p2 + e2, etc. and the e’ s are random variables, the winner may do quite well. Ex machines vs. brand awareness Marketing Strategy IV Challenging Competitive Advantage What is Marketing Strategy? Finding Profit Opportunities Creating Competitive Advantage Challenging Competitive Advantage Creating Corporate Advantage Southwest Air Head Ski Complaints SAS TV Networks Brokerage Marketing Strategy A startup needs to use its initial resources to build a new set of resources that ? can be leveraged ? are sustainable Marketing Strategy Resources of startups ? Small social works ? Ideas ? Management skills Marketing Strategy Today’ s Overview ? Ways to Attack ? Times to Attack ? Vulnerability of Incumbents Marketing Strategy The Two Principal Ways to Challenge Competitive Advantage Are ? Resource Imitation ? Resource Substitution Marketing Strategy Imitation of Leader Resources ? won’ t make
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