RUC MEA Firm Theory Kim Valbum

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RUC MEA - Firm Theory Kim Valbum

• Marketing

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Innovative Strategies - 1

• Firstest with the mostest
• The aim is to be leader more than the biggest
• Risky puts all on one bet. You can be very rich
  or very poor

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Innovative Strategies -2

• Hit them where they aint 1
• Creative imitation
• More than just a copy
• You can learn from the others failures
• You can learn from others succes or failure
• Examples Apple invented the Personal Computer
  but IBM won the market
• The Swiss invented the watch. Seiko won the
  market for quarts-watches.

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Innovative Strategies - 3

• Hit them where they aint 2
• Entrepreneurial judo 1
• Use a hole or a tradition to make
  differentiation
• 1. Not invented here
• 2. Skimming
• 3. The false belief in product quality
• 4. Price premium too high price for innovations
• 5. Maximizing in stead of Optimizing

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Innovative Strategies - 4

• Entrepreneurial judo 2 attack where there is no
  attentions and to be used when
• The established market leaders ignore new
  knowledge or new technology
• The inventors behave like monopolists and skim
  the market for an extra profit
• The structures of the market changes rapidly

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Innovative Strategies - 5

• 3 Niche strategies
• Toll-gate strategy is strong and uses a niche it
  can protect and is important
• Speciality skill strategy ISS, Novo, Group4
• Speciality market strategy looks like
  speciality skill, but is more rare

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How to market

• A market description consists of 3 main subjects
• Conditions on demand
• Conditions on competition
• Other external conditions

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How to market

• Behaviour
• what purpose is the car for?
• What needs is it to fulfill?
• How much driving is needed?
• How often is a new car bought?
• What motivates a buy?
• Where is bought?
• Which criterias are reasons to buy?
• Which preferences?
• Who is involved in the buying proces?
• Which information is wanted before buying?
• Which medias can be used for contact?

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Segmentation

• Market segmentation is relevant when
• The segments can be quantified
• The segments are adequate big
• The segments are to be identified
• The segments are clearly different in behaviour