Stratégie marketing

Thèmes abordés

Les stratégies marketing

Résumé du document

Ce slide powerpoint permet de mieux cerner le marketing, d'un point de vue stratégique, à partir de certaines théories.

Extraits

[...] It give confidence even if they are ill-form or inappropriate. Strategy is about doing, not prescribing it is about experimenting and learning and developing ‘incrementally Strategic development is about a ‘sense of direction Strategies only exist in retrospect. < number > < number > Resource-based theories (Grant) believe that competitive advantage is embedded within resources. Classical strategies fail due to lack of sufficient resources and internal competence < number > What is Strategy? < number > 1. A decision-making heuristic creating a way to simplify reality 2. [...]

[...] What is Strategy? < number > Systemic - Whittington Relativistic, strategy linked to culture and social system Classical Approach - Johnson and Scholes, Porter Rational planning methods - text book explanations Evolutionary - Milton Friedman Fatalistic notion of evolution applied to the market Processual - Grant Imperfection of human life, pragmatic, accommodating. < number > Classical < number > Michael Porter, Igor Ansoff Strategy is a rational process of deliberate calculation and analysis Mastering internal and external environments Rationality and objectivity are keys to long term success < number > Evolutionary < number > Hannan and Freeman, Oliver Williamson. [...]

[...] Lack of Higher Education after the war meant low mobility of labour. In Anglo-Saxon countries professional managers replaced owner-managers. Empire-building replaces return on investment. < number > < number > < number > More than ideology < number > Economic systems effect strategy. [...]

[...] The strategist is not a general in his tent < number > Evolutionary Approaches < number > Managers do not secure profit-maximising but markets Rationality is not important but performance in the market that matters (Milton Friedman) Maximising Profit is impossible as marginal costs and revenues are non know Markets will cull inefficient competitors. Evolutionary approaches highlight the variety of different markets i.e Finance, Labour Markets < number > < number > Supports differentiation as a competitive strategy, just as organism have different food supplies. Support chance and good fortune than deliberate strategic choice. Flexibility is inefficient and therefore makes an organisation uncompetitive. Strategic choices will only produce short term advantage that will create imitation. [...]

[...] limits to rational action - Mintzberg Organisation's are political systems, coalitions of individuals providing a variety of influences - Pettigrew Environmental scanning and profit-maximising are flawed. < number > < number > Strategic planning became part of the organisational ‘routines' Reality of Strategic Decision-making Markets are tolerant of under performance and allow inefficient organisations to make gradual strategic adjustments. Firms ‘statisifice' not ‘optimise' Strategic choice is not an ‘a la carte' activity . but part of a programme of activity < number > < number > Strategic planning is an attempt to simplify a complex world that is too complex and chaotic to understand. [...]