Professional Documents
Culture Documents
IPPTChap 003
IPPTChap 003
Business
Strategies
and Their
Marketing
Implications
2014 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner.
This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.
3-2
Characteristics of SBUs
2014 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner.
This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.
3-3
Technical compatibility
Similarity in the customer needs
Similarity in the personal
characteristics of customers in the
target markets
2014 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner.
This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.
3-4
Business-Unit Objectives
2014 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner.
This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.
3-5
Firms use:
Similar economic value
Value-based planning
Portfolio analysis tools
2014 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner.
This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.
3-6
3-7
2014 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner.
This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.
3-8
2014 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner.
This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.
3-9
2014 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner.
This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.
3-10
Single-business firms
Distinction between business-level
Entrepreneurial start-ups
Do not have an established market
position to defend
2014 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner.
This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.
3-11
Service Businesses
physical product
2014 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner.
This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.
3-12
2014 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner.
This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.
3-13
2014 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner.
This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.
3-14
2014 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner.
This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.
3-15
Prospector
Industry in
early
growth
stage
Potential
customer
segments
unidentifie
d
Analyzer
Differentiated
Defender
Low-Cost
Defender
Industry in Industry in
Industry in
late
decline stage
decline
growth
Sales
stage
Some
primarily due Sales
potential
to repeat
primary
segments
purchases
due to
may be
repeat
undevelope
purchase
d
2014 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner.
This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.
3-16
Prospector
Analyzer
Newly
emerging
technolog
y
Applicatio
ns
undevelop
ed
Basic
technology
well
developed
but still
evolving
Product
modifications
and
improvement
s
Differentiated
Defender
Low-Cost
Defender
Basic
Basic
technology
technology
fully
fully
developed
developed
and stable
and stable
Major
Major
modifications
modificatio
ns
2014 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner.
This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.
3-17
Prospector
Analyzer
Differentiated
Defender
Low-Cost
Defender
Competitio Few
n
established
competitors
Industry
structure
still
emerging
Single
competitor
holds
commandin
g share
Large
Small to
Small to
number of
moderate
moderate
competito
number of
number of
rs
wellwell Industry
established
established
structure
competitors
competitor
Industry
still
s
Industry
evolving
structure
One or
stable
structure
more
Maturity of
stable
competito
markets
Maturity of
rs hold
markets
large
shares in
2014 by McGraw-Hill Education. This is proprietary materialmajor
solely for authorized instructor use. Not authorized for sale or distribution in any manner.
This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.
3-18
Prospector
Analyzer
Differentiated
Defender
Low-Cost
Defender
SBU has no
SBU has
outstanding
superior
strengths in
sources of
R&D or
supply
product
and/or
engineering
process
Costs are
engineeri
higher
ng and
SBUs
productio
outstanding
n
strengths are
capabilitie
in process
s
engineering
and quality
control
2014 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not
authorized for sale or distribution in any manner.
This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.
3-19
2014 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner.
This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.
3-20
2014 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner.
This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.
3-21
processes
Reward systems
Personnel
2014 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner.
This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.
3-22