1. ONLINE MASTERS
MARKETING TOOLS
www.eoi.es
PROFESSOR
Antonio Fontanini
MKTG FUNDAMENTALS/ Antonio Fontanini

2. External
Environment
Internal
Environment
The Strategic
Management
Process
Strategic Intent
Strategic Mission
Strategic
Competitiveness
Above Average
Returns
Strategy Formulation
Business-Level
Strategy
Feedback
Competitive
Dynamics
Corporate-Level
Strategy
Global
Strategy
Cooperative
Strategies
Acquisitions &
Restructuring
Strategy Implementation
Corporate
Governance
Structure
& Control
Strategic
Leadership
Entrepreneurship
& Innovation
Strategic
Inputs
Strategic
Actions
Strategic
Outcomes

3. El Diamante Estratégico
¿Donde estaremos activos?
Productos
Segmentos de Mercado
Áreas Geográficas
Tecnologías
Creación de valor
¿Como llegaremos allí?
¿Red de Venta, Piggy back?
¿Filial Propia o Distribución?
¿Joint Venture, Partnership?
¿Licencias, Franquicias?
¿VAR, VAD, Agente, Trader,..?
LÓGICA ECONÓMICA
ARENAS VEHICULOS
¿Como ganaremos dinero?
¿Tenemos los costes + bajos?
¿Aplicamos los precios +altos?
¿Tenemos volúmenes de escala?
STAGING VALOR
¿Que haremos primero?
Velocidad de expansión
Secuencia de ejecución
¿Como nos diferenciamos?
¿Mejores Precios?
¿Mejor Producto/Servicio?
¿Mejor Imagen?
¿Estilo, Marca?

4. Marketing Strategy Planning Process
Narrowing down to focused strategy with quantitative and qualitative screening criteria
Customers
Needs and other
Segmenting
Dimensions
Company
Mission, Objectives,
& Resources
Competitors
Current &
Prospective
30/11/2014
S.
W.
O.
T.
Targeting &
Segmentation
Positioning &
Differentiation
External Market Environment
Technology, Political & Legal, Social & Cultural, Economic

5. MARKETING DASHBOARD

15. ONE PAGE PLAN

16. The second Sigmoid curve
A Product/Company life diagram
Empires (dictatorships), our life, our personal relationships
Everything is condemned to vanish and die?

17. The second Sigmoid curve
A
B
Few 1st curve managers survive to the 2nd
Timing: Coca Cola measures in centuries

20. Product Life-Cycle: Strategic Leverage
Total
Industry
Profit
+
$ 0
-
Market
Introduction
Market
Growth
Market
Maturity
Sales
Decline
Time
Total
Industry
Sales
Placement
Promotion
Product
Placement
Price
Price
Price
Promotion
Placement
Price
Leverage = M(aneuver) x R(eturn)

21. Product life-cycle: Rivalry
Product
Placement Total
Industry
Profit
+
$ 0
-
Market
Introduction
Market
Growth
Market
Maturity
Sales
Decline
Time
Total
Industry
Sales
Win - Win Moderate Win - Lose Lose - Lose
Rivalry

23. STRATEGIC MANAGEMENT IN GLOBAL CORPORATIONS

26. MUCHAS (MUCHÍSIMAS)
GRACIAS
antoniofontanini@eoi.es