Strategic Market Management:

1
Chapter 2
Strategic Market Management An Overview
2
Chance favors the prepared mind. - Louis Pasteur
3
Far better an approximate answer to the right
question, which is often vague, than an exact
answer to the wrong question, which can always be
made precise. - John Tukey, statistician
4
If you dont know where you are going, you might
end up somewhere else. - Casey Stengel
5
Overview of Strategic Market Management

• External Analysis
• Customer Analysis
• Competitor Analysis
• Market Analysis
• Environmental Analysis

• Internal Analysis
• Performance Analysis
• Determinants of Strategic option

Figure 2.1
6
The Business Vision
Business Vision
Figure 2.2
7
Growth Strategies
Market Penetration
Product Expansion
Diversification
Market Expansion
Vertical Integration
Source H. Igor Ansoff, Strategic
Diversification , Harvard Business Review,
September-October 1957, pp.113-24
Figure 2.4
8
Selecting among Strategic Alternatives

• Consider scenarios
• Pursue a sustainable competitive advantage
• Be consistent with organizational vision and
  objectives
• Be feasible
• Consider relationship to other firm strategies