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Welcome
Bus475.Nov09.2
Agenda
Agenda

Review of class 1
Agenda

      Review of class 1
Ethics & social responsibility
Agenda

      Review of class 1
Ethics & social responsibility
     Novastan exercise
Agenda

      Review of class 1
Ethics & social responsibility
     Novastan exercise
     Advertising video
Agenda

           Review of class 1
     Ethics & social responsibility
          Novastan exercise
          Advertising video

Internal analysis (value chain, SWOTT)
Agenda

           Review of class 1
     Ethics & social responsibility
          Novastan exercise
          Advertising video

Internal analysis (value chain, SWOTT)
    SWOTT Assignment / exercise
Agenda

           Review of class 1
     Ethics & social responsibility
          Novastan exercise
          Advertising video

Internal analysis (value chain, SWOTT)
    SWOTT Assignment / exercise
   External analysis (Porter 5 forces)
Agenda

           Review of class 1
     Ethics & social responsibility
          Novastan exercise
          Advertising video

Internal analysis (value chain, SWOTT)
    SWOTT Assignment / exercise
   External analysis (Porter 5 forces)
      Exercise: using the 5 forces
Agenda

           Review of class 1
     Ethics & social responsibility
          Novastan exercise
          Advertising video

Internal analysis (value chain, SWOTT)
    SWOTT Assignment / exercise
   External analysis (Porter 5 forces)
      Exercise: using the 5 forces
              Next week
Final exam hint: all questions taken from reading,
           pegged to class objectives
Questions before we begin?
Concept Review
1
Introduction to Strategic Management
2
Internal and External Environment
Strategic Management
“A strategy delineates a
  territory in which a
 company seeks to be
        unique.”

     michael porter
technology
             scale



                            we’re
                     CHEAP


sam walton      logistics
                                bargaining
healthcare




CHANGE


close
gitmo
             torture
tracking




                        we’re
                        FAST


             training
                              hub & spoke
fred smith
Mission, Vision & Values
      Statements
Bus475.Nov09.2
“I believe that this nation should
 commit itself to achieving the goal,
before this decade is out, of landing a
man on the moon and returning him
          safely to the earth”
Ethics & Social Responsibility
Economic   We need to make money
Economic   We need to make money



 Legal     Without breaking the law
Economic   We need to make money



 Legal     Without breaking the law



 Ethical   ...or breaking our values
Economic       We need to make money



    Legal       Without breaking the law



   Ethical      ...or breaking our values



Discretionary   and maybe do some good stuff
What are business ethics?
Do business ethics vary by
   country & culture?
Casablanca Cruise Lines
Casablanca Cruises




• Bought   two used Ocean Liners

• Retrofitting   for luxury playground

• Active   seniors
A slight problem. . .


• Ships   have Asbestos

• Must    be removed

• Costs   $100M in United States

• Costs   $20M in Novastan

• You   have to do it for less than $30M
Novastan Health Regulations




• Workers  must have gloves, overalls, masks, boots
 respirators

• U.S. there
         are respirators, negative airflow control,
 much more sophistication
Decision has been made




• Moving    ahead with project

• Abiding   by Novastani regulations

 • plus   a little more
Are they wearing the masks?




• Talking   to on-site project manager

• Men   are not wearing masks

• What   do you do?
Disclosure




• Bleeding   heart magazine

• Photos   of Novastan job site

• No   masks, 14 year old workers
What was the point of that?
Internal Analyses
Resource based view of the firm
Firms differ in fundamental ways because each
firm possesses a unique “bundle” of resources –
tangible and intangible assets and organizational
    capabilities to make use of those assets
Tangible Assets          Intangible Assets         Organizational
                                                    Capabilities
Hampton Inn’s            Budweiser’s brand       Dell Computer’s
reservation system       name                    customer service
Ford Motor’s cash        Dell Computer’s         Wal-mart’s purchasing
reserves                 reputation              and inbound logistics
3M’s patents             Nike’s advertising with Sony’s product
                         LeBron James            development process
Georgia Pacific’s land   Katie Couric as NBC’s   Coke’s global
holdings                 “Today” host            distribution
                                                 coordination
Core competencies
Value Chain Analysis
Bus475.Nov09.2
Bus475.Nov09.2
Bus475.Nov09.2
SWOT(T) Analysis
SWOT


       Strengths       Weaknesses




       Opportunities      Threats
SWOT Analysis         Numerous environmental opportunities




                              Cell 3:     Cell 1:
                          Supports a      Supports an
                 turnaround-oriented      aggressive
   Critical                 strategy      strategy
                                                             Substantial Internal
  Internal
                                                                Strengths
Weaknesses                     Cell 4:    Cell 2:
                Supports a defensive      Supports a
                             strategy     diversification
                                          strategy




                            Major environmental threats
SWOTT Exercise


Develop two slides (or use white board)
     Slide 1: Company description
          Slide II: SWOT chart
         Slide III: SWOT analysis
External environment
Bus475.Nov09.2
Social   Economic   Technology   Competitive   Regulatory
Bus475.Nov09.2
Bus475.Nov09.2
TECHNOLOGICAL OBSOLESCENCE
TECHNOLOGICAL OBSOLESCENCE
RE GU LATORY FORCES
RE GU LATORY FORCES
RE GU LATORY FORCES
What are entry barriers?
5 Forces framewor k
Globalization
Bus475.Nov09.2
Bus475.Nov09.2
Bus475.Nov09.2
Exercise: Patagonia
Read: Strategy in Action:
It’s Not Easy Being Green: Patagonia Exhibit
           Chapter 3, figure 3-6



      Group 1: External environment

      Group 1I: Internal environment
Assignments
Bus475.Nov09.2
Week 3
Individual Assignment: SWOTT Analysis Paper and Table   5
Week 3
Individual Assignment: SWOTT Analysis Paper and Table               5
Learning Team Assignment: Considerations of a Strategic Plan List   2
Learning Team Assignment: Functional Area Interrelationships        10
Walmart, Part I
Questions




• How   could rubbermaid have reacted faster?

• Could   they survive in the U.S.?

• Which   stakeholders love Walmart, which hate it?
Walmart, Part II - Globalization
Questions




• What   drove Walmart’s globalization?

• “Walmart   and China are a joint venture”

 • good, bad   or indifferent?
Walmart, Part III
Concept Review
Bus475.Nov09.2
Bus475.Nov09.2
Bus475.Nov09.2
Bus475.Nov09.2
Bus475.Nov09.2
Bus475.Nov09.2
Bus475.Nov09.2
Bus475.Nov09.2
Bus475.Nov09.2
Bus475.Nov09.2
Bus475.Nov09.2
October / November 2009
        Marketing 571




                        Chapter one



  “There is no perfect pickle”
Lorem ipsum dolor sit amet, magnis a metus quibusdam dui
donec, a porttitor vestibulum turpis, erat et vivamus ac neque dis
cras. Phasellus est mollis distinctio, ridiculus elit dolor quis
ipsum. Cum dis nam, rhoncus ut curabitur arcu integer eget, erat
tempus vel nonummy amet curabitur. Phasellus felis ridiculus
tellus et, in pede, mauris magna porttitor ullamcorper, odit
venenatis, arcu ultrices. Suspendisse elementum pretium odio.

Plor, et ullamcorper nisl nec ut cum, integer quisque massa
ultricies risus adipiscing morbi, proin vestibulum aliquam sociis
blandit donec cras, mus quam suspendisse in quis.

Penatibus dolor platea, nunc sit auctor mauris, a bibendum
rutrum orci non sit volutpat, sit placerat nulla arcu turpis nostra
arcu. Libero sed sit mollis blandit. Faucibus dolor vel sapien
sagittis pellentesque fermentum, a amet                               Malcolm Gladwell


                                1                                            2
October / November 2009
        Marketing 571




                        Chapter two



           “The reptile brain”
Lorem ipsum dolor sit amet, magnis a metus quibusdam dui
donec, a , erat et vivamus acurpis, erat et vivamus ac neque dis
cras. Phasellus est mollis distinctio, ridiculus elit dolor quis
ipsum. Cum dis nam, rhoncus ut curabitur arcu integer eget, erat
tempus vel nonummy amet curabitur. Phasellus felis ridiculus
tellus et, in pede, mauris magna reptile brain, odit venenatis,
arcu ultrices. Suspendisse elementum pretium odio.

Plor, et ullamcorper nisl nec ut cum, integer quisque massa
ultricies risus adipiscing morbi, proin vestibulum aliquam sociis
blandit donec cras, mus quam suspendisse in quis.

Penatibus dolor platea, nunc sit auctor mauris, a bibendum
rutrum orci non sit volutpat, sit p

                                                                    Clotaire Rapaille


                               13                                          14
October / November 2009
        Marketing 571




                    Chapter three



             “Be Remarkable”
Lorem ipsum dolor sit amet, magnis a metus quibusdam dui
donec, a , erat et vivamus acurpis, erat et vivamus ac neque dis
cras. Phasellus est mollis distinctio, ridiculus elit dolor quis
ipsum. Cum dis nam, rhoncus ut curabitur arcu integer eget, erat
tempus vel nonummy amet curabitur. Phasellus felis ridiculus
tellus et, in pede, mauris magna reptile brain, odit venenatis,
arcu ultrices. Suspendisse elementum pretium odio.

Plor, et ullamcorper nisl nec ut cum, integer quisque massa
ultricies risus adipiscing morbi, proin vestibulum aliquam sociis
blandit donec cras, mus quam suspendisse in quis.

Penatibus dolor platea, nunc sit auctor mauris, a bibendum
rutrum orci non sit volutpat, sit p

                                                                    Seth Godin


                               25                                       26
October / November 2009
        Marketing 571




                        Chapter four



               “The Long Tail”
Lorem ipsum dolor sit amet, magnis a metus quibusdam dui
donec, a , erat et vivamus acurpis, erat et vivamus ac neque dis
cras. Phasellus est mollis distinctio, ridiculus elit dolor quis
ipsum. Cum dis nam, rhoncus ut curabitur arcu integer eget, erat
tempus vel nonummy amet curabitur. Phasellus felis ridiculus
tellus et, in pede, mauris magna reptile brain, odit venenatis,
arcu ultrices. Suspendisse elementum pretium odio.

Plor, et ullamcorper nisl nec ut cum, integer quisque massa
ultricies risus adipiscing morbi, proin vestibulum aliquam sociis
blandit donec cras, mus quam suspendisse in quis.

Penatibus dolor platea, nunc sit auctor mauris, a bibendum
rutrum orci non sit volutpat, sit p

                                                                    Chris Anderson


                               38                                         39
October / November 2009
        Marketing 571




                        Chapter five



     “Advertising is wasteful”
Lorem ipsum dolor sit amet, magnis a metus quibusdam dui
donec, a , erat et vivamus acurpis, erat et vivamus ac neque dis
cras. Phasellus est mollis distinctio, ridiculus elit dolor quis
ipsum. Cum dis nam, rhoncus ut curabitur arcu integer eget, erat
tempus vel nonummy amet curabitur. Phasellus felis ridiculus
tellus et, in pede, mauris magna reptile brain, odit venenatis,
arcu ultrices. Suspendisse elementum pretium odio.

Plor, et ullamcorper nisl nec ut cum, integer quisque massa
ultricies risus adipiscing morbi, proin vestibulum aliquam sociis
blandit donec cras, mus quam suspendisse in quis.

Penatibus dolor platea, nunc sit auctor mauris, a bibendum
rutrum orci non sit volutpat, sit p

                                                                    John Wanamaker


                               49                                         50
October / November 2009
        Marketing 571




                        Chapter six



          “Mmmm….Donuts”
Lorem ipsum dolor sit amet, magnis a metus quibusdam dui
donec, a , erat et vivamus acurpis, erat et vivamus ac neque dis
cras. Phasellus est mollis distinctio, ridiculus elit dolor quis
ipsum. Cum dis nam, rhoncus ut curabitur arcu integer eget, erat
tempus vel nonummy amet curabitur. Phasellus felis ridiculus
tellus et, in pede, mauris magna reptile brain, odit venenatis,
arcu ultrices. Suspendisse elementum pretium odio.

Plor, et ullamcorper nisl nec ut cum, integer quisque massa
ultricies risus adipiscing morbi, proin vestibulum aliquam sociis
blandit donec cras, mus quam suspendisse in quis.

Penatibus dolor platea, nunc sit auctor mauris, a bibendum
rutrum orci non sit volutpat, sit p

                                                                    Homer Simpson


                               60                                        61
October / November 2009
        Marketing 571




                        Chapter six



          “Mmmm….Donuts”
Lorem ipsum dolor sit amet, magnis a metus quibusdam dui
donec, a , erat et vivamus acurpis, erat et vivamus ac neque dis
cras. Phasellus est mollis distinctio, ridiculus elit dolor quis
ipsum. Cum dis nam, rhoncus ut curabitur arcu integer eget, erat
tempus vel nonummy amet curabitur. Phasellus felis ridiculus
tellus et, in pede, mauris magna reptile brain, odit venenatis,
arcu ultrices. Suspendisse elementum pretium odio.

Plor, et ullamcorper nisl nec ut cum, integer quisque massa
ultricies risus adipiscing morbi, proin vestibulum aliquam sociis
blandit donec cras, mus quam suspendisse in quis.

Penatibus dolor platea, nunc sit auctor mauris, a bibendum
rutrum orci non sit volutpat, sit p

                                                                    Homer Simpson


                               60                                        61
October / November 2009
        Marketing 571




                        Chapter six



          “Mmmm….Donuts”
Lorem ipsum dolor sit amet, magnis a metus quibusdam dui
donec, a , erat et vivamus acurpis, erat et vivamus ac neque dis
cras. Phasellus relations
       public est mollis distinctio, ridiculus elit dolor quis
ipsum. Cum dis nam, rhoncus ut curabitur arcu integer eget, erat
tempus vel nonummy amet curabitur. Phasellus felis ridiculus
tellus et, in pede, mauris magna reptile brain, odit venenatis,
arcu ultrices. Suspendisse elementum pretium odio.

Plor, et ullamcorper nisl nec ut cum, integer quisque massa
ultricies risus adipiscing morbi, proin vestibulum aliquam sociis
blandit donec cras, mus quam suspendisse in quis.

Penatibus dolor platea, nunc sit auctor mauris, a bibendum
rutrum orci non sit volutpat, sit p

                                                                    Homer Simpson


                               60                                        61
October / November 2009
        Marketing 571




                        Chapter six



          “Mmmm….Donuts”
Lorem ipsum dolor sit amet, magnis a metus quibusdam dui
donec, a , erat et vivamus acurpis, erat et vivamus ac neque dis
cras. Phasellus relations
       public est mollis distinctio, ridiculus elit dolor quis
ipsum. Cum dis nam, rhoncus ut curabitur arcu integer eget, erat
tempus vel nonummy amet curabitur. Phasellus felis ridiculus
tellus et, in pede, mauris magna reptile brain, odit venenatis,
arcu ultrices. Suspendisse elementum pretium odio.

Plor, et ullamcorper nisl nec ut cum, integer quisque massa
                                          ethics
ultricies risus adipiscing morbi, proin vestibulum aliquam sociis
blandit donec cras, mus quam suspendisse in quis.

Penatibus dolor platea, nunc sit auctor mauris, a bibendum
rutrum orci non sit volutpat, sit p

                                                                    Homer Simpson


                               60                                        61
Organizational structure,
 culture, and purpose
The basic corporate structure

         Board & CEO
The basic corporate structure

                 Board & CEO




                                             Human
R&D    Finance    Marketing    Operations
                                            Resources
The centralized multi-business structure

                         Board & CEO




  R&D


 Finance


Marketing


Operations

 Human
Resources
The centralized multi-business structure

                               Board & CEO




  R&D          Business Unit   Business Unit   Business Unit   Business Unit


 Finance


Marketing


Operations

 Human
Resources
The de-centralized multi-business structure

                                Board & CEO




Business Unit   Business Unit   Business Unit   Business Unit   Business Unit


    R&D             R&D             R&D             R&D             R&D


  Finance         Finance         Finance         Finance         Finance


 Marketing       Marketing       Marketing       Marketing       Marketing


Operations      Operations       Operations     Operations      Operations

  Human           Human           Human           Human           Human
 Resources       Resources       Resources       Resources       Resources
Centralized v. De-centralized
Agency theory
Stakeholders
Assignments
Bus475.Nov09.2
Week 2
Individual Assignment: Conceptualizing a Business       5




  Write a 1,050-1,400-word paper in which you explain the
  importance of your selected business’ vision, mission, and
        values in determining your strategic direction.
Week 2
Individual Assignment: Conceptualizing a Business        5

Individual Assignment: Value Alignment                   10




  Select an existing organization with which you are familiar
        that is different than the one you used for the
              “Conceptualizing a Business” paper.

  • Write a 700-1,050-word paper in which you analyze the
  individual values and the organization’s values as reflected
             by the organizations plans and actions
Week 2
Individual Assignment: Conceptualizing a Business         5

Individual Assignment: Value Alignment                    10

Learning Team Assignment: Business Selection Discussion   2




   Discuss with your Learning Team your selected business
  from the Week One assignment, Importance of Strategic
   Planning and Management in the Business Environment
  Paper. In this discussion, share your ideas about what your
        business is and what you hope it will become.
Week 2
Individual Assignment: Conceptualizing a Business             5

Individual Assignment: Value Alignment                        10

Learning Team Assignment: Business Selection Discussion       2




                              Business selection discussion

                               Use your forums
                       One thread per person/business
                    Contribute at least one post per person
                           Summarize your thread
Next Week
SWOTT Analysis

Environmental scanning

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Bus475.Nov09.2

  • 5. Agenda Review of class 1 Ethics & social responsibility
  • 6. Agenda Review of class 1 Ethics & social responsibility Novastan exercise
  • 7. Agenda Review of class 1 Ethics & social responsibility Novastan exercise Advertising video
  • 8. Agenda Review of class 1 Ethics & social responsibility Novastan exercise Advertising video Internal analysis (value chain, SWOTT)
  • 9. Agenda Review of class 1 Ethics & social responsibility Novastan exercise Advertising video Internal analysis (value chain, SWOTT) SWOTT Assignment / exercise
  • 10. Agenda Review of class 1 Ethics & social responsibility Novastan exercise Advertising video Internal analysis (value chain, SWOTT) SWOTT Assignment / exercise External analysis (Porter 5 forces)
  • 11. Agenda Review of class 1 Ethics & social responsibility Novastan exercise Advertising video Internal analysis (value chain, SWOTT) SWOTT Assignment / exercise External analysis (Porter 5 forces) Exercise: using the 5 forces
  • 12. Agenda Review of class 1 Ethics & social responsibility Novastan exercise Advertising video Internal analysis (value chain, SWOTT) SWOTT Assignment / exercise External analysis (Porter 5 forces) Exercise: using the 5 forces Next week
  • 13. Final exam hint: all questions taken from reading, pegged to class objectives
  • 17. 2 Internal and External Environment
  • 19. “A strategy delineates a territory in which a company seeks to be unique.” michael porter
  • 20. technology scale we’re CHEAP sam walton logistics bargaining
  • 22. tracking we’re FAST training hub & spoke fred smith
  • 23. Mission, Vision & Values Statements
  • 25. “I believe that this nation should commit itself to achieving the goal, before this decade is out, of landing a man on the moon and returning him safely to the earth”
  • 26. Ethics & Social Responsibility
  • 27. Economic We need to make money
  • 28. Economic We need to make money Legal Without breaking the law
  • 29. Economic We need to make money Legal Without breaking the law Ethical ...or breaking our values
  • 30. Economic We need to make money Legal Without breaking the law Ethical ...or breaking our values Discretionary and maybe do some good stuff
  • 31. What are business ethics?
  • 32. Do business ethics vary by country & culture?
  • 34. Casablanca Cruises • Bought two used Ocean Liners • Retrofitting for luxury playground • Active seniors
  • 35. A slight problem. . . • Ships have Asbestos • Must be removed • Costs $100M in United States • Costs $20M in Novastan • You have to do it for less than $30M
  • 36. Novastan Health Regulations • Workers must have gloves, overalls, masks, boots respirators • U.S. there are respirators, negative airflow control, much more sophistication
  • 37. Decision has been made • Moving ahead with project • Abiding by Novastani regulations • plus a little more
  • 38. Are they wearing the masks? • Talking to on-site project manager • Men are not wearing masks • What do you do?
  • 39. Disclosure • Bleeding heart magazine • Photos of Novastan job site • No masks, 14 year old workers
  • 40. What was the point of that?
  • 42. Resource based view of the firm
  • 43. Firms differ in fundamental ways because each firm possesses a unique “bundle” of resources – tangible and intangible assets and organizational capabilities to make use of those assets
  • 44. Tangible Assets Intangible Assets Organizational Capabilities Hampton Inn’s Budweiser’s brand Dell Computer’s reservation system name customer service Ford Motor’s cash Dell Computer’s Wal-mart’s purchasing reserves reputation and inbound logistics 3M’s patents Nike’s advertising with Sony’s product LeBron James development process Georgia Pacific’s land Katie Couric as NBC’s Coke’s global holdings “Today” host distribution coordination
  • 51. SWOT Strengths Weaknesses Opportunities Threats
  • 52. SWOT Analysis Numerous environmental opportunities Cell 3: Cell 1: Supports a Supports an turnaround-oriented aggressive Critical strategy strategy Substantial Internal Internal Strengths Weaknesses Cell 4: Cell 2: Supports a defensive Supports a strategy diversification strategy Major environmental threats
  • 53. SWOTT Exercise Develop two slides (or use white board) Slide 1: Company description Slide II: SWOT chart Slide III: SWOT analysis
  • 56. Social Economic Technology Competitive Regulatory
  • 61. RE GU LATORY FORCES
  • 62. RE GU LATORY FORCES
  • 63. RE GU LATORY FORCES
  • 64. What are entry barriers?
  • 71. Read: Strategy in Action: It’s Not Easy Being Green: Patagonia Exhibit Chapter 3, figure 3-6 Group 1: External environment Group 1I: Internal environment
  • 74. Week 3 Individual Assignment: SWOTT Analysis Paper and Table 5
  • 75. Week 3 Individual Assignment: SWOTT Analysis Paper and Table 5 Learning Team Assignment: Considerations of a Strategic Plan List 2 Learning Team Assignment: Functional Area Interrelationships 10
  • 77. Questions • How could rubbermaid have reacted faster? • Could they survive in the U.S.? • Which stakeholders love Walmart, which hate it?
  • 78. Walmart, Part II - Globalization
  • 79. Questions • What drove Walmart’s globalization? • “Walmart and China are a joint venture” • good, bad or indifferent?
  • 93. October / November 2009 Marketing 571 Chapter one “There is no perfect pickle” Lorem ipsum dolor sit amet, magnis a metus quibusdam dui donec, a porttitor vestibulum turpis, erat et vivamus ac neque dis cras. Phasellus est mollis distinctio, ridiculus elit dolor quis ipsum. Cum dis nam, rhoncus ut curabitur arcu integer eget, erat tempus vel nonummy amet curabitur. Phasellus felis ridiculus tellus et, in pede, mauris magna porttitor ullamcorper, odit venenatis, arcu ultrices. Suspendisse elementum pretium odio. Plor, et ullamcorper nisl nec ut cum, integer quisque massa ultricies risus adipiscing morbi, proin vestibulum aliquam sociis blandit donec cras, mus quam suspendisse in quis. Penatibus dolor platea, nunc sit auctor mauris, a bibendum rutrum orci non sit volutpat, sit placerat nulla arcu turpis nostra arcu. Libero sed sit mollis blandit. Faucibus dolor vel sapien sagittis pellentesque fermentum, a amet Malcolm Gladwell 1 2
  • 94. October / November 2009 Marketing 571 Chapter two “The reptile brain” Lorem ipsum dolor sit amet, magnis a metus quibusdam dui donec, a , erat et vivamus acurpis, erat et vivamus ac neque dis cras. Phasellus est mollis distinctio, ridiculus elit dolor quis ipsum. Cum dis nam, rhoncus ut curabitur arcu integer eget, erat tempus vel nonummy amet curabitur. Phasellus felis ridiculus tellus et, in pede, mauris magna reptile brain, odit venenatis, arcu ultrices. Suspendisse elementum pretium odio. Plor, et ullamcorper nisl nec ut cum, integer quisque massa ultricies risus adipiscing morbi, proin vestibulum aliquam sociis blandit donec cras, mus quam suspendisse in quis. Penatibus dolor platea, nunc sit auctor mauris, a bibendum rutrum orci non sit volutpat, sit p Clotaire Rapaille 13 14
  • 95. October / November 2009 Marketing 571 Chapter three “Be Remarkable” Lorem ipsum dolor sit amet, magnis a metus quibusdam dui donec, a , erat et vivamus acurpis, erat et vivamus ac neque dis cras. Phasellus est mollis distinctio, ridiculus elit dolor quis ipsum. Cum dis nam, rhoncus ut curabitur arcu integer eget, erat tempus vel nonummy amet curabitur. Phasellus felis ridiculus tellus et, in pede, mauris magna reptile brain, odit venenatis, arcu ultrices. Suspendisse elementum pretium odio. Plor, et ullamcorper nisl nec ut cum, integer quisque massa ultricies risus adipiscing morbi, proin vestibulum aliquam sociis blandit donec cras, mus quam suspendisse in quis. Penatibus dolor platea, nunc sit auctor mauris, a bibendum rutrum orci non sit volutpat, sit p Seth Godin 25 26
  • 96. October / November 2009 Marketing 571 Chapter four “The Long Tail” Lorem ipsum dolor sit amet, magnis a metus quibusdam dui donec, a , erat et vivamus acurpis, erat et vivamus ac neque dis cras. Phasellus est mollis distinctio, ridiculus elit dolor quis ipsum. Cum dis nam, rhoncus ut curabitur arcu integer eget, erat tempus vel nonummy amet curabitur. Phasellus felis ridiculus tellus et, in pede, mauris magna reptile brain, odit venenatis, arcu ultrices. Suspendisse elementum pretium odio. Plor, et ullamcorper nisl nec ut cum, integer quisque massa ultricies risus adipiscing morbi, proin vestibulum aliquam sociis blandit donec cras, mus quam suspendisse in quis. Penatibus dolor platea, nunc sit auctor mauris, a bibendum rutrum orci non sit volutpat, sit p Chris Anderson 38 39
  • 97. October / November 2009 Marketing 571 Chapter five “Advertising is wasteful” Lorem ipsum dolor sit amet, magnis a metus quibusdam dui donec, a , erat et vivamus acurpis, erat et vivamus ac neque dis cras. Phasellus est mollis distinctio, ridiculus elit dolor quis ipsum. Cum dis nam, rhoncus ut curabitur arcu integer eget, erat tempus vel nonummy amet curabitur. Phasellus felis ridiculus tellus et, in pede, mauris magna reptile brain, odit venenatis, arcu ultrices. Suspendisse elementum pretium odio. Plor, et ullamcorper nisl nec ut cum, integer quisque massa ultricies risus adipiscing morbi, proin vestibulum aliquam sociis blandit donec cras, mus quam suspendisse in quis. Penatibus dolor platea, nunc sit auctor mauris, a bibendum rutrum orci non sit volutpat, sit p John Wanamaker 49 50
  • 98. October / November 2009 Marketing 571 Chapter six “Mmmm….Donuts” Lorem ipsum dolor sit amet, magnis a metus quibusdam dui donec, a , erat et vivamus acurpis, erat et vivamus ac neque dis cras. Phasellus est mollis distinctio, ridiculus elit dolor quis ipsum. Cum dis nam, rhoncus ut curabitur arcu integer eget, erat tempus vel nonummy amet curabitur. Phasellus felis ridiculus tellus et, in pede, mauris magna reptile brain, odit venenatis, arcu ultrices. Suspendisse elementum pretium odio. Plor, et ullamcorper nisl nec ut cum, integer quisque massa ultricies risus adipiscing morbi, proin vestibulum aliquam sociis blandit donec cras, mus quam suspendisse in quis. Penatibus dolor platea, nunc sit auctor mauris, a bibendum rutrum orci non sit volutpat, sit p Homer Simpson 60 61
  • 99. October / November 2009 Marketing 571 Chapter six “Mmmm….Donuts” Lorem ipsum dolor sit amet, magnis a metus quibusdam dui donec, a , erat et vivamus acurpis, erat et vivamus ac neque dis cras. Phasellus est mollis distinctio, ridiculus elit dolor quis ipsum. Cum dis nam, rhoncus ut curabitur arcu integer eget, erat tempus vel nonummy amet curabitur. Phasellus felis ridiculus tellus et, in pede, mauris magna reptile brain, odit venenatis, arcu ultrices. Suspendisse elementum pretium odio. Plor, et ullamcorper nisl nec ut cum, integer quisque massa ultricies risus adipiscing morbi, proin vestibulum aliquam sociis blandit donec cras, mus quam suspendisse in quis. Penatibus dolor platea, nunc sit auctor mauris, a bibendum rutrum orci non sit volutpat, sit p Homer Simpson 60 61
  • 100. October / November 2009 Marketing 571 Chapter six “Mmmm….Donuts” Lorem ipsum dolor sit amet, magnis a metus quibusdam dui donec, a , erat et vivamus acurpis, erat et vivamus ac neque dis cras. Phasellus relations public est mollis distinctio, ridiculus elit dolor quis ipsum. Cum dis nam, rhoncus ut curabitur arcu integer eget, erat tempus vel nonummy amet curabitur. Phasellus felis ridiculus tellus et, in pede, mauris magna reptile brain, odit venenatis, arcu ultrices. Suspendisse elementum pretium odio. Plor, et ullamcorper nisl nec ut cum, integer quisque massa ultricies risus adipiscing morbi, proin vestibulum aliquam sociis blandit donec cras, mus quam suspendisse in quis. Penatibus dolor platea, nunc sit auctor mauris, a bibendum rutrum orci non sit volutpat, sit p Homer Simpson 60 61
  • 101. October / November 2009 Marketing 571 Chapter six “Mmmm….Donuts” Lorem ipsum dolor sit amet, magnis a metus quibusdam dui donec, a , erat et vivamus acurpis, erat et vivamus ac neque dis cras. Phasellus relations public est mollis distinctio, ridiculus elit dolor quis ipsum. Cum dis nam, rhoncus ut curabitur arcu integer eget, erat tempus vel nonummy amet curabitur. Phasellus felis ridiculus tellus et, in pede, mauris magna reptile brain, odit venenatis, arcu ultrices. Suspendisse elementum pretium odio. Plor, et ullamcorper nisl nec ut cum, integer quisque massa ethics ultricies risus adipiscing morbi, proin vestibulum aliquam sociis blandit donec cras, mus quam suspendisse in quis. Penatibus dolor platea, nunc sit auctor mauris, a bibendum rutrum orci non sit volutpat, sit p Homer Simpson 60 61
  • 103. The basic corporate structure Board & CEO
  • 104. The basic corporate structure Board & CEO Human R&D Finance Marketing Operations Resources
  • 105. The centralized multi-business structure Board & CEO R&D Finance Marketing Operations Human Resources
  • 106. The centralized multi-business structure Board & CEO R&D Business Unit Business Unit Business Unit Business Unit Finance Marketing Operations Human Resources
  • 107. The de-centralized multi-business structure Board & CEO Business Unit Business Unit Business Unit Business Unit Business Unit R&D R&D R&D R&D R&D Finance Finance Finance Finance Finance Marketing Marketing Marketing Marketing Marketing Operations Operations Operations Operations Operations Human Human Human Human Human Resources Resources Resources Resources Resources
  • 113. Week 2 Individual Assignment: Conceptualizing a Business 5 Write a 1,050-1,400-word paper in which you explain the importance of your selected business’ vision, mission, and values in determining your strategic direction.
  • 114. Week 2 Individual Assignment: Conceptualizing a Business 5 Individual Assignment: Value Alignment 10 Select an existing organization with which you are familiar that is different than the one you used for the “Conceptualizing a Business” paper. • Write a 700-1,050-word paper in which you analyze the individual values and the organization’s values as reflected by the organizations plans and actions
  • 115. Week 2 Individual Assignment: Conceptualizing a Business 5 Individual Assignment: Value Alignment 10 Learning Team Assignment: Business Selection Discussion 2 Discuss with your Learning Team your selected business from the Week One assignment, Importance of Strategic Planning and Management in the Business Environment Paper. In this discussion, share your ideas about what your business is and what you hope it will become.
  • 116. Week 2 Individual Assignment: Conceptualizing a Business 5 Individual Assignment: Value Alignment 10 Learning Team Assignment: Business Selection Discussion 2 Business selection discussion Use your forums One thread per person/business Contribute at least one post per person Summarize your thread

Notas del editor

  1. Talk about marketing channels, the long tail and lessons learned at Best Buy
  2. “father or modern advertising” Visionary - One Price, Goods returnable Turned railroad depot into large department store Free healthcare / education / fitness / pension / profit sharing - half advertising is wasted
  3. Conflict between owners and managers Wall street – outsize risks
  4. Milton Friedman