MN20034 Lecture 6

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MN20034Lecture 6

• Market Strategy
• The Value Proposition

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The Value Proposition in Market Strategy
Competitive Differentiation
MarketMission
Marketing Assets and Brands
Value Position
CompetitivePosition
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Sources of Superior Customer Value
Capabilities,Skills and Resources
Commitmentand Service
OrganizationalProcesses
Superior Customer Value
Innovation and Change
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Mission
Starts the process of strategizing and planning
Objectives
Results from strategizing
Market Strategy
Results from planning
Marketing Programs
Mission and Market Strategy
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Porters Generic Strategies
Sources of Competitive Advantage
Low Cost
Differentiation
Cost/PriceLeadershipStrategy
DifferentiationStrategy
Broad
Competitive Scope
Focus Strategy
Narrow
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Value Proposition
Building the Value Proposition
Mission
Brands
MarketDefinition
Marketing Assets
MarketSegmentation
StrategicPositioning
MarketAttractiveness
DifferentiatingCapabilities
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The Process of Value Delivery
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Porters Value Chain
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Adopter Categorization
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