COMPETITIVE MARKETING STRATEGY FOR EUROPE

Transcription

1 COMPETITIVE MARKETING STRATEGY FOR EUROPE

2 COMPETITIVE MARKETING STRATEGY FOR EUROPE DEVELOPING, MAINTAINING AND DEFENDING COMPETITIVE ADVANTAGE Linden Brown and Malcolm H. B. McDonald M MACMILLAN

3 Linden Brown and Malcolm H. B. McDonald 1994 All rights reserved. No reproduction, copy or transmission of this publication may be made without written permission. No paragraph of this publication may be reproduced, copied or transmitted save with written permission or in accordance with the provisions of the Copyright, Designs and Patents Act 1988, or under the terms of any licence permitting limited copying issued by the Copyright Licensing Agency, 90 Tottenham Court Road, London W1P 9HE. Any person who does any unauthorised act in relation to this publication may be liable to criminal prosecution and dvil claims for damages. First published 1994 by THE MACMILLAN PRESS LTD Houndmills, Basingstoke, Hampshire RG21 2XS and London Companies and representatives throughout the world ISBN ISBN (ebook) DOI / A catalogue record for this book is available from the British Library. Typeset by Cambrian Typsetters, Frimley, Surrey

4 II Contents List of Tables vii List of Figures ix Acknowledgements xii 1 Competitive Marketing Strategy: Concepts and Application 1 The Task of Competitive Marketing Strategy I The Strategic Planning Process 2 Strategic Analysis Concepts 7 Integration of Concepts and Models 40 Competitive Position 45 Competitive Strategies 50 Case Study I: Myson Radiator Division 53 2 Low Cost, High Differentiation Strategies 72 Introduction 72 Multibrand Strategies to Protect Dominance 76 Maximising Market Potential and Profit as the Dominant Industry Force 83 Strategic Issues in Mature and Declining Markets 88 Case Study 2: JCB Defends its Dominance in a Declining Market 97 Case Study 3: Andrex I03 Case Study 4: Glaxo I08 3 Low Cost, Low Differentiation Strategies 113 Introduction II3 Developing a Market Leadership Position in Service Industries II5 Case Study 5: The Single European Grocery Market 120 Case Study 6: Leadership Issues in the European Cellopp Market I33 Case Study 7: Gaining Leadership in an Undifferentiated Market - Ratners Group plc I40 Attacking the Market Leader I44 Case Study 8: Amstrad Learns from the Japanese Approach I 53 Repositioning the Business for Leadership I60 Case Study 9: Tesco I67 Case Study IO: Bernard Matthews I73

5 vi Contents 4 Strategies for Positioning as a Major Force in the Market 179 Introduction I 79 Creating a Third Force 183 Case Study II: Ballentine's (Hiram Walker/Allied-Lyons) in Spain 186 Flanking Strategy and Cost Leadership to Position as a Major Force 189 Case Study 12: Argos 208 Restructuring the Market to Break Monopolistic Competition 212 Case Study 13: Courtelle 218 Case Study 14: The European Fertiliser Industry 221 Case Study 15: Virgin Atlantic Airways 234 Case Study 16: Pretty Polly 238 Case Study 17: Selincourt Growth Strategies for the Niche Competitor 258 Competitive Infiltration Strategies 260 Case Study 18: Europeanising a Medium-size Company 266 Expanding Regional Brands 274 Case Study 19: Firkin Pubs - A London Regional Brand 282 Case Study 20: San Serif and Trivial Pursuit 286 Case Study 21: Derwent Valley Foods Ltd- Marketing Success Story or One Product Wonder? 291 Niche Marketing Against Big Budget Competitors 294 Case Study 22: Stollwerck AG in Germany 299 Case Study 23: Next 302 Case Study 24: The Launch of The Independent Newspaper 312 Case Study 25: Thorntons plc Competitive Marketing Strategy Experience Uses of Case Studies to Enhance Learning 340 Notes and References 349 Bibliography 356 Index 358

6 II List of Tables 1.1 Evolution of management systems Products at different life-cycle stages Generic strategy options Ansoff's growth vector matrix Using the Ansoff matrix in the objective setting process Some PIMS findings European chocolate confectionery market shares (per cent by sales volume) Guidelines for various product life-cycle stages and competitive positions Competitive position and life-cycle stage Portfolio position and life-cycle stage Product-market coverage Strategic positions in the market Market structure and share positions Market share (per cent) Recent financial performance Approaches to exporting Advantages and limitations of branding policies Brand strategy guidelines for a market leader in different market structures and market conditions Brand strategy guidelines for non-dominant firms in different competitive conditions and market conditions Product-market strategies Two strategy packages Andrex as market leader Glaxo financial performance Glaxo co-marketing agreements for Zantac The marketing mix for services Selected European representation of major EC grocery retailers Turnover of the major European grocery retailers, 1987/ Comparison of the turnover of European grocery buying groups vs. the European Retail Association UK food sales by sector, (unit per cent value analysis) Net profit as a per cent of sales of selected European grocery retailers Ratners' Group pic Financial Summary, Generic strategies and market perceptions Challenger strategies in rapid growth markets 149

7 viii List of Tables 3.10 Challenger strategies in mature markets Amstrad pic financial performance, Amstrad pic results, 1991 and Comparison of Tesco's marketing mix before and after Tesco financial record, Tesco pic financial performance Bernard Matthews pic financial record, Detailed profit and loss figures, Profit and loss account, Argos financial performance, Infiltration strategies and competitor types Rapid penetration strategies and competitor types Trivial Pursuit: European unit sales The March of the Lilac Cow (Lila Pause): market shares of Milka and Sprengel chocolate bars (per cent) Market shares of competitors in West Germany, The UK retail clothing market, Hepworth Group financial performance, Hepworth Group financial performance, Next pic financial performance, Thornton's pic financial record,

8 II List of Figures 1.1 Strategies to achieve future position Strategy formulation process Life-cycle of a typical product Diffusion pattern and adopter categories Basic product life-cycle stages Alternative life-cycle shape and stages Profit-volume relationship over the life-cycle ll 1.8 Generalised diffusion pattern for a fad, a fashion and a new product The commodity slide Experience cost relationships A typical stable pattern A characteristic unstable pattern after it has become stable Competitor and industry price experience Unstable price gap Portfolio positions and cash flows Strategy direction Product market directions Gap analysis Strategy alternatives for closing the gap The five competitive forces and elements of industry structure Strategic alternatives Strategic directions Portfolio, life-cycle and market share Improving competitive position The path to competitive position taken by Japanese car manufacturers The path to competitive position in McDonald's Improving competitive position Schematic diagram of Blue Circle Industrial Group corporate structure UK radiator market, 1960 to date Directional policy matrix- Round Top Directional policy matrix - Supaline Product innovation continuum Porter's strategy matrix Organisational positioning of sales and radiators divisions Distribution chain SWOT analysis for Myson radiators 70

9 x List of Figures 2.l Product/ division profit improvement options A 'differentiated, plus cost advantage' strategy is best, but requires superior quality of management Market size for Backhoe Loaders, Housing and construction Product life-cycle Sitemaster market growth, Sitemaster sales, Market share of toilet tissue manufacturers Porter's generic strategies l 0 Price and competition Glaxo financial performance to Ansoff matrix of Zantac Business Development Zantac market penetration by country, 1986 Ill 3.1 GDP and population of the world's leading commercial powers, Structure of UK grocery retailing, Porter's structural framework The cycle of retail concentration A jewellers covering all areas of the market from high price high quality to low price low quality Individual coverage of the entire jewellery market Price Pincer patterns The Japanese strategic marketing planning model Japanese automobiles Japanese motorcycles Amstrad's turnover in major European countries, 1984 and The life-cycle of Amstrad products, Amstrad's product portfolios, 1985 and Market map, newspapers market map, newspapers Competitive positioning and management focus Bernard Matthews Ltd, planning gap in mid-1970s Bernard Matthews, SWOT analysis in mid-1970s Bernard Matthews, Porter matrix Bernard Matthews, Boston box Bernard Matthews, sales turnover Boston matrix: Spanish spirit market from Spanish spirit market development, Spanish whisky market share, Relative differentiation for competitive advantage Examples of advertising used in Homes 1975 promotional campaign Further examples of advertising used in Homes 1975 promotional campaign 200

10 List of Figures xi 4. 7 Store layout Institutional life-cycle effects in food retailing Acrylic fibre supply to the UK SWOT analysis of Courtelle in Selincourt plc: pre-tax profits, Selincourt plc: group turnover, Selincourt plc: debt/equity ratios, Share trends Marketing effort trends Alternative directions for competitive growth for the small specialised firm Competitive strategy directions for a defined market Brent Chemicals International plc sales, 1990 (and 1992 after restructuring) Brent Chemicals International plc geographical analysis of sales, 1990 (and 1992) Brent Chemicals International plc sales 1989 pre-restructuring Brent Chemicals International plc current structure Distribution channel relationships Firkin Pubs SWOT analysis San Serif's product/market matrix in Trivial Pursuit UK and European unit sales, Trivial Pursuit's new products and new markets Derwent Valley product portfolio Derwent Valley diversification Retail clothing- late 1970s/early 1980s Hepworth's profits, Next turnover, Next profit after tax, Next Ansoff matrix in Market gap analysis Thorn tons Boston matrix Thorntons directional policy matrix Thorntons Porter matrix Generic strategic positions Strategic directions Matrices showing strategy positions and strategic directions for each of the case studies features Evaluating strategic options 335

11 II Acknowledgements The authors and publishers wish to thank the following for permission to use copyright material: American Marketing Association for material from B. H. Booms and M. J. Bitner, 'Marketing Strategies and Organisation Structures for Service Firms' in Marketing of Services, eds J. Donnelly and W. R. George, 1981; Amstrad pic for material from their 1992 Annual Report and Accounts; The Boston Consulting Group, Inc. for material from 'Perspectives on Experience', 1970; Steve Burt for material from J. Dawson and S. Burt, 'The Evolution of European Retailing', Institute for Retail Studies/ICL, 1988; Butterworth-Heinemann Ltd for material from M. McDonald, How to Prepare Marketing Plans, 1989; The Free Press, a division of Macmillan Inc., for material from Michael E. Porter, Competitive Strategy: Techniques for Analyzing Industries and Competitors- copyright 1980 by The Free Press; Glaxo Holdings pic for material from their 1992 Report and Accounts; Bernard Matthews pic for material from their 1992 Report and Accounts; MCB University Press for material from A. Meenaghan and P. W. TurnbulL 'Strategy and Analysis in Product Development', European Journal of Marketing, 15, 5, 1981, and from D. T. Browlie and C. K, Bart, Products and Strategies, 1985; Next pic for material from their 1992 Report and Accounts; Prentice Hall International (UK) Ltd for material from D. Knee and D. Walters, Strategy in Retailing, 1985; Signet Group pic for material from Ratners 1992 Annual Report and Accounts, Interim Report; Tesco Stores Ltd for material from their 1992 Annual Report and Accounts and Interim Report; Thorntons pic for material from their 1992 Annual Report and Accounts; West Publishing Corporation for material from G. S. Day, Strategic Market Planning, 1984, figs 7.3, 5.6, 3.1 -copyright 1984 by West Publishing Company, and from G. S. Day, Analysis for Strategic Market Decisions, 1986, 7.4, A.7, A.10, 6.8, 7.3, 3.1- copyright 1986 by West Publishing Company; John Wiley and Sons Inc. for material from D. A. Aaker, Strategic Market Management, 1992; Yoram Wind for material from Product Policy: Concepts, Methods and Strategy, Addison-Wesley, Inc., Every effort has been made to trace all the copyright holders but if any have been inadvertently overlooked the publishers will be pleased to make the necessary arrangement at the first opportunity. Above all this book would not have been possible without the extremely efficient and timely help of Clare Argent, a Cranfield MBA. Her attention to detail kept us both on the rails throughout the production of the book. Furthermore, her insight, vision and continuous advice helped turn what may have been an adequate book into what we believe is now a very good one.