By Thomas L. Wheelen
This publication comprises the most recent study and examples of recognized and not-so-well identified businesses facing advanced strategic issues. A Strategic administration version that runs throughout the first 11 chapters and is made operational during the Strategic Audit, an entire case research by way of exterior and inner elements and takes the coed during the new release of strategic choices and implantation courses.
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Extra resources for Concepts: Strategic Management & Business Policy (11th Edition)
This will be reexamined in Chapter Ten, Strategic Planning. • One result of product and service analysis is to help you spot competitive strengths and weaknesses in what you market. You will use this in Chapter Five to help define your competitive position. 7. You may have to work these into your sales and profit goals. New products cast long shadows. 43 CHAPTER FOUR CUSTOMERS AND PROSPECTS W ho wants your goods and services? You can’t know too much about your customers and prospects. This calls for marketing research.
Live what you sell. REI is staffed with active outdoor enthusiasts—rock climbers, bike riders, whitewater canoeists. They can relate to the customers because they share the customers’ passions. 29 The Market Planning Guide markets in depth, and measure the products and/or services you offer against the demands of those markets. You can change product and service lines over time to meet the changing demands of your customers and prospects. But don’t suddenly switch—it takes planning and time. There are powerful constraints on the kinds of products and services you can offer: money, time, customer habits, competition, and technology are a few.
Increasing market share may be too costly to justify keeping them. Stars are products with high market share in a growing market. These are the big revenue generators. Cash cows, or high shares of a slow or declining market, generate cash and require little investment, so you want to keep them as long as they are profitable. There may be excellent reasons to lose money for a while: gaining market share, acquiring mastery of a new technology or learning new skills, investing today for tomorrow’s profits.