Discussion - Strategic Market Manangement - 7th Edition

1、Chapter 6 - Internal AnalysisAims to provide a detailed understanding of the organization in terms of four aspects:Financial performance (sales, market share & profit)Other performance dimensions customer satisfaction/loyaltyproduct qualitybrand associationrelative costnew product activitymanager/em

2、ployee capability and performanceStrengths & weaknessesOpportunities & threats 1For Discussion:In performance analysis, what measures would you consider important? Please take McDonald and Chevrolet as examples.2Chapter 4 Market/submarket AnalysisAims to determine the attractiveness, structure & dyn

3、amics of a market (submarket) to current & potential participantsDimensions Emerging submarketsSize & GrowthProfitabilityCost structureDistribution systemsTrends & DevelopmentsKey success factorsRisks in high-growth markets (competitors, market changes & firm limitations)3For Discussion:Case: Fast f

4、ood industry & McDonalds1. What are the emerging submarkets in the fast food industry?2. What comes to your mind when you mention the name “McDonalds?3. What are the alternative responses available to McDonalds, assuming that it wants to stay relevant to customers interested in healthier eating?4Cha

5、pter 5 Environmental Analysis & Strategic UncertaintyAims to identify & evaluate trends & events in the environment surrounding the marketDimensions Technology TrendsGovernment / Economic TrendsConsumer Trends (cultural trends, green movement & demographic trends)Impact Analysis assess the impact &

6、immediacy of the trend & eventsScenario Analysis explore different assumptions about the future5For Discussion:Case: Fax MachineWhat did the fax machine replace, if anything?What will replace (or has replace) the fax machine?When will the fax machine disappear?6For Discussion:Case: Airline IndustryF

7、ocusing on the airline industry, develop a list of strategic uncertainties and possible strategic actions.7For Discussion:What measures would you consider important?It should depend on the strategy & the firm.For a particular company, the overall measures might be similar but the detailed ones will

8、be different.Quality is key for both companies but the way you determine quality will be very different.McDonald is about consistency, cleanliness, fast service, and personal while Chevrolet is about reliability, styling etc.8For Discussion: Fast food industry & McDonalds:The trends are towards low

9、fat, low carbohydrate, and fresh vegetables.Typically responses will be around fast food, quick service, non-healthy food, etc.McDonalds could:Change the offering French fries with less “bad fat, Taco Bell has fresco style they omit or replace additives (like mayonnaise) that contain substantial amo

10、unts of fat.Create a branded offering like Wendys Sensational Salads. They will need a real home run to make a difference and that is hard to do especially given the credibility problem.Do a co-brand in order to get credibility like McDonalds salad with Newmans own salad dressingStart a new concept

11、with a new name McDonalds own Baja FreshDo nothing there are enough people who are loyal to the high fat, fried foods who will support their business.9For Discussion: Fax Machine:Fax machine replaced snail mail, priority mail and in some cases UPS.The fax is being replaced by email and the Internet.

12、 It will be replaced when a faster, cheaper, and safer method to transmit documents in developed. The internet is almost there. Also there are some laggard adopters of fax machines who may never switch to email or the Internet.The fax machine is still a useful tool for transmitting hard copy or hand

13、 written documents that are not in electronic format and if the customer does not own a scanner.10For Discussion: Airline Industry:Some strategic uncertainties may include:If the price of gasoline goes up significantly or significantly down when will the impact be on the demand for travel?Will some alternative replace airline travel as w