Marketing Analytics II

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1 Stephan Sorger 2015: Analytics: Business Strategy Model: 1 Marketing Analytics II Chapter 5A. Business Strategy Stephan Sorger Disclaimer: All images such as logos, photos, etc. used in this presentation are the property of their respective copyright owners and are used here for educational purposes only

2 Stephan Sorger 2015: Analytics: Business Strategy Model: 2 Outline/ Learning Objectives Topic Description Strategic Scenarios Strategic Decision Models Strategic Metrics Identifying strategic options Selecting the most effective strategic option Evaluating performance based on KPIs

3 Analytics Approach to Strategy Identify 3 typical strategic scenarios Strategy Marketing Mix: 4Ps: Product Price Place Promotion Marketing Mix Business Operations Results Strategic Metrics Strategic Metrics: Big Picture Business Operations: Supporting Functions Stephan Sorger 2015: Analytics: Business Strategy Model: 3

4 Stephan Sorger 2015: Analytics: Business Strategy Model: 4 Strategic Scenarios Market Entry Market Approach Market Growth Typical Major Strategic Decisions for Most Companies: -Market Entry: Should I enter this market? -Market Approach: How should I engage with this market? -Market Growth: How can I grow within the market?

5 Stephan Sorger 2015: Analytics: Business Strategy Model: 5 Strategic Scenario: Market Entry Market Entry Market Entry Market Exit Market Entry: Apply competitive advantages to characteristics of market Example: Diaspora (and many others) entering social networking market Organic growth: Entering markets by growing internal process and product/service line Acquisition-driven growth: Entering markets by acquiring companies already in the market Market Exit: Leave flat or shrinking markets, or those suffering from intense competition Example: Siemens exiting radiation therapy market (against competitor Varian Medical)

6 Strategic Options for Market Entry and Exit Stephan Sorger 2015: Analytics: Business Strategy Model: 6

7 Stephan Sorger 2015: Analytics: Business Strategy Model: 7 Strategic Scenario: Market Approach Cost Leadership Generic Strategy Differentiation Focus Generic Strategy: General approaches to market, as defined by Michael Porter

8 Strategic Options for Market Approach Stephan Sorger 2015: Analytics: Business Strategy Model: 8

9 Stephan Sorger 2015: Analytics: Business Strategy Model: 9 Strategic Scenario: Growth Market Penetration Growth Market Development Product/Service Development Diversification Market Penetration Grow by increasing sales of existing products/services to existing market Target competitors; Target usage/frequency; Target revenue per order Market Development: Grow by increasing sales of existing products/services to new markets New demographics; New geographics Product/Service Development: Grow by increasing sales of new products and services Diversification Grow by increasing sales of new offerings to new markets

10 Strategic Options for Growth Stephan Sorger 2015: Analytics: Business Strategy Model: 10

11 Stephan Sorger 2015: Analytics: Business Strategy Model: 11 Strategic Decision Models Strategic Decision Models Multiple Consideration Criteria High Risk and Uncertainty Mix of Hard and Soft Data QSPM Applications -Market Entry and Exit -Customer-Related Decisions -Organizational Changes Monte Carlo Analysis Applications -Growth Decisions -Market Entry and Exit -Product/Service Development Analytic Hierarchy Process Applications -Brand Decisions -Generic Strategy Decisions -Customer-Related Decisions

12 Strategic Decision Models Stephan Sorger 2015: Analytics: Business Strategy Model: 12

13 Stephan Sorger 2015: Analytics: Business Strategy Model: 13 Quantitative Strategic Planning Matrix (QSPM) Determine Strengths and Weaknesses Determine Opportunities and Threats Assign Weights to Criteria Assign Attractiveness Score Complete QSPM Spreadsheet

14 Organic Growth Option Stephan Sorger 2015: Analytics: Business Strategy Model: 14 Quantitative Strategic Planning Matrix (QSPM) Determine Strengths and Weaknesses Determine Opportunities and Threats Assign Weights to Criteria Assign Attractiveness Score Complete QSPM Spreadsheet

15 Acquisition Option Stephan Sorger 2015: Analytics: Business Strategy Model: 15 Quantitative Strategic Planning Matrix (QSPM) Determine Strengths and Weaknesses Determine Opportunities and Threats Assign Weights to Criteria Assign Attractiveness Score Complete QSPM Spreadsheet

16 Stephan Sorger 2015: Analytics: Business Strategy Model: 16 Monte Carlo Analysis: Technique Step Establish Possible Scenarios Scenarios Relevant Data Uncertain Variables Uncertainty Function Simulation Results Gather Relevant Data Description Declare Uncertain Variables Declare Uncertainty Function Weak Market: Economic Recession Typical Market: Average Conditions Strong Market: Economic Boom See data for each scenario on upcoming slide Fixed Costs certain Unit Price uncertain; depends on market condition Unit Cost uncertain; depends on manufacturing Interpret Simulation Results Profit = (Unit Sales) * (Unit Price Unit Cost) (Fixed Costs) See output plot on upcoming slide

17 Monte Carlo Analysis: Data Table Data for different scenarios Stephan Sorger 2015: Analytics: Business Strategy Model: 17

18 Monte Carlo Analysis: Output Plot C Relative Probability A B D 0 Loss Profit Profit from New Product Typical Output Plot Stephan Sorger 2015: Analytics: Business Strategy Model: 18

19 Stephan Sorger 2015: Analytics: Business Strategy Model: 19 Analytic Hierarchy Process: Technique Declare Decision Goal Declare Selection Criteria Declare Decision Alternatives Rank Criteria and Alternatives Execute AHP Algorithm Step Decision Goal Selection Criteria Decision Alternatives Rank Criteria Execute AHP Description Example: Decide on generic strategy to apply to new market Quantitative criteria: Potential profitability for each alternative Psychological criteria: Alignment of resources for each alternative Cost Leadership; Differentiation; Focus Can declare that profitability is twice as important as alignment Value for quantitative criteria: Profitability in monetary terms Rating for psychological criteria: Alignment rating from 1-10 Complex algorithm; Recommend use of statistical software SPSS; SAS; AHP Microsoft Excel templates

20 Stephan Sorger 2015: Analytics: Business Strategy Model: 20 Check Your Understanding Number Question 1 Strategic Scenarios: Identifying strategic options from which to select 2 Strategic Decision Models: Selecting the most effective strategic option

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