Lecture 4: 1st April 2025 - Strategic Marketing

Professor Vincent Lacape

Chapters Covered

• Chapter 11
• Chapter 12
• Chapter 13
• Chapter 14

Key Topics Discussed

This Week's Agenda

• Overview of the lecture content
• Discussion of the strategic marketing plan

Chapter 11: Leveraging the Business

• Leveraging Assets:
  • How to leverage existing business assets for strategic advantage
  • Examples of leveraging assets
  • Focus on content creators
• Asset & Competency Leveraging:
  • Discussion on which assets and competencies can be leveraged
  • Disney as a case study example
• Brand Extensions:
  • Expanding the scope of offerings through brand extensions
  • Various brand extension strategies and examples
• New Markets:
  • Exploring new markets and repositioning strategies
  • Case studies such as Stanley and Play-Doh
• Evaluating Business Leveraging Options:
  • Analyzing different business leveraging strategies

Chapter 12: Growth Strategies

• Diversification:
  • The role of diversification in growth
  • Virgin Group as a case study
• Newness and Innovation:
  • Innovation's link to financial returns
  • The concept of creating 'blue ocean' businesses
• Innovator's Advantage:
  • Advantages of being a first mover in new markets
  • Tesla as a case study of defining new categories
• Demand Elasticity:
  • Understanding demand elasticity with practical examples

Chapter 13: Global Strategy

• Motivations for Global Strategy:
  • Discussing why businesses pursue global strategies
• Standardization vs. Customization:
  • The balance between standardizing and customizing offerings for global markets
  • Addressing cross-cultural differences
• Expanding Global Footprint:
  • Strategies for expanding globally and examples of international failures
• Strategic Alliances:
  • The importance and formation of strategic alliances

Chapter 14: Managing the Business Portfolio

• The Business Portfolio:
  • Managing different business units within a portfolio
• Divestment or Liquidation:
  • When and why to divest or liquidate business units
• The Milk Strategy:
  • Strategies for managing mature products
• Prioritizing and Trimming the Brand Portfolio:
  • How to prioritize and manage brand portfolios effectively

Conclusion

• What Did We Learn?
  • Recap of the key learning points from the lecture

Exam Preparation

• Exam Format:
  • Multiple choice questions (MCQ)
• Key Concepts for Review:
  • AIDA model
  • Market penetration pricing strategy
  • Intangible brand assets
  • Value propositions

This summary provides an outline of the key ideas and examples discussed during the lecture on strategic marketing strategies, with a focus on leveraging assets, growth strategies, global strategy, and managing business portfolios.