Principles of strategic marketing management pdf,landing pages for seo,advertising and marketing companies in kuala lumpur - For Begninners

In this section we’ll look at the Six Principles of BOS but will only focus on the Formulation Principles in this article.  The Execution Principles will be covered in the next post on this site due to space constraints.
As hinted above, the Six Principles of BOS are divided into two sections: formulation principles and execution principles. Key insights into BOS rarely come from projecting current trends, they come from examining how the trend will change value to customers and how that will impact the company’s business model.  By changing the focus from the value that an industry delivers today to what it might deliver in the future, managers can actively shape that future and subsequently own any resulting blue oceans.
Research conducted by INSEAD on the strategic planning process has shown that the process followed in most companies does not encourage any form of blue ocean thinking.
BOS holds that there are three tiers of non-customers that can be transformed into customers that differ on how close they are to your market (click to enlarge). The key to reaching the non-customers is found by carefully identifying the commonalities between them, both within tiers and across them.
The core reason for this process, and particularly the sequence, is to reduce the risk to the business of launching a product that will not necessarily unlock blue ocean markets. Discover what makes a marketing campaign successful in this rapidly developing region through the Arab edition of this widely acclaimed textbook.
Anwar Habib is a faculty member at the Dubai Women’s College, Higher Colleges of Technology in United Arab Emirates. Ahmed Tolba is Assistant Professor of Marketing in the School of Business at the American University in Cairo. This is a€?Strategic Portfolio Planning Approachesa€?, section 2.5 from the book Marketing Principles (v. This content was accessible as of December 29, 2012, and it was downloaded then by Andy Schmitz in an effort to preserve the availability of this book. PDF copies of this book were generated using Prince, a great tool for making PDFs out of HTML and CSS.
For more information on the source of this book, or why it is available for free, please see the project's home page. DonorsChoose.org helps people like you help teachers fund their classroom projects, from art supplies to books to calculators.
Explain how businesses and the attractiveness of industries are evaluated using the General Electric approach. When a firm has multiple strategic business units like PepsiCo does, it must decide what the objectives and strategies for each business are and how to allocate resources among them.
The Boston Consulting Group (BCG) matrixA portfolio planning approach that examines strategic business units based on their relative market shares and growth rates. The BCG matrix helps managers make resource allocation decisions once different products are classified. Holding market share means the company wants to keep the producta€™s share at the same level. As competitors enter the market, technology advances, and consumer preferences change, the position of a companya€™s products in the BCG matrix is also likely to change.
Another portfolio planning approach that helps a business determine whether to invest in opportunities is the General Electric (GE) approachA portfolio planning approach that examines a businessa€™ strengths and the attractiveness of industries..
Companies evaluate their strengths and the attractiveness of industries as high, medium, and low. Although many people may think a yellow light means a€?speed up,a€? it actually means caution.
What factors are used as the basis for analyzing businesses and brands using the BCG and the GE approaches? Put three content strategists in a room and you’ll walk away with six opinions of what content strategy is and what its purpose is. But, we’ll all agree that content strategy is local. And that every foundation and nonprofit has content (even if you prefer to call it by a less jargony name).
Success Academy is the fastest growing and highest performing network of charter schools in the nation. Success Academy Charter Schools is an equal opportunity employer and actively encourages applications from people of all backgrounds. Our belief that all children deserve a world-class education drives us to mobilize parents and teachers to advance education reform, ensure that great schools are allowed to thrive, and share what we know about making schools successful. The Managing Editor, Schools Communications will have a proven track record of building a brand in fast-paced, entrepreneurial environment. The FrameWorks Institute — a nonprofit think tank that designs, conducts, interprets, and explains communications research to advance the resolution of social problems — seeks a researcher to contribute to its iterative, multi-method research process, and to participate in its intellectual life. Overview: The Project Director works closely with the Director of Research and the Director of Interpretation to support planning and provide ongoing oversight of the units’ projects.
Assist the Director of Research in developing project timelines and staffing plans, encouraging and monitoring on-time completion of tasks, and troubles shooting emerging issues.
Contribute to research projects by: conducting expert interviews, conducting Media Content Analyses and Field Frame Analyses, supporting development and piloting of metaphors, and assisting in the development of quantitative experiments and analyses.
Master and make use of Mavenlink, FrameWorks’ online project management system, to ensure accurate record keeping and timely intra- and inter-unit communication and coordination.
In coordination with the Operations Director, track and maintain research-related files, such as audio recordings of expert interviews, using FrameWorks’ file storage system, Box. Serve as the research unit’s representative with vendors, clients, and contractors, responding to inquiries and offering timely guidance. Assist the Director of Interpretation in developing project timelines and staffing plans, encouraging and monitoring on-time completion of tasks, and troubles shooting emerging issues. Lead the coordination of pre-meeting logistics and work under the guidance FrameWorks staff who deliver trainings and presentations to develop agendas and evaluation forms.
Support the Director of Interpretation by identifying relevant examples of reframes, swamp drops, and other content to be used during FrameWorks engagements. Work with the Operations Intern to ensure that high-quality learning engagement materials are professionally packaged and delivered in a timely manner. Master and make use of Mavenlink, FrameWorks’ online project management system to ensure accurate record keeping and timely intra- and inter-unit communication and coordination. As the leading pluralistic Jewish teen movement, BBYO has been providing leadership development and identity building experiences for over 90 years. The Director of Communications will strategically manage and craft communications that convey the deep impact of the BBYO teen movement to our member, donor, and alumni base.?This role will be instrumental in building momentum and gaining exposure for the organization by actively seeking new ways to communicate our work and results.
Keys to success for this position will be utilizing creativity, imagination, and a strong attention to detail in order to articulate our message and implement a vision with strong communications, marketing, and segmentation knowledge. A competitive salary and benefits package is available including health insurance, paid time off and a retirement savings plan. The Southern Environmental Law Center is seeking a program communications manager to join our team.
About SELC: SELC’s mission is to protect and improve the quality of the Southeast’s natural areas and resources. About the position: The program communications manager, under the leadership of the director of program communications and in close collaboration with the communications and program teams, will oversee communications efforts for our work in Virginia and Tennessee. The program communications manager will develop communications strategies and oversee the successful implementation of all facets of program communications work, from messaging and media relations to digital and advertising strategies. Compensation: SELC offers salaries competitive with leading national environmental nonprofits, and an excellent benefits package.
Qualifications: We are seeking someone with a minimum seven years of demonstrated experience in communications, preferably advocacy-oriented communications, as well as excellent academic credentials.
You wanted a site that looked cleaner, was better organized, and featured more information on the topics you care about. More importantly, Communications Network members will have access to an all new private and dynamic community powered by Salesforce.
Ashoka is the global association of the world’s leading social entrepreneurs—men and women with system changing solutions for the world’s most urgent social problems. Ashoka is building a global movement to help society see and act on the need for Everyone A Changemaker, including as it relates to children and teens.
1) Messaging: Ensuring that our narrative leads with our framework and empowers our community of partners. 2) Storytelling: The ability to share stories and deliver information that creates an experience for our audience. 3) Press: Engages internal comms teams to go beyond transactional relationships with press and create amplifying partnerships. 4) Digital: Engage with internal comms teams to ensure Ashoka’s digital properties align with and drive the strategic messaging. Ashoka has a rigorous committee-based screening process for hiring staff at all career stages, mirroring the selection process for our Fellows. EMOTIONAL AND SOCIAL INTELLIGENCE: Has the ability to work efficiently and respectfully in teams.
Ashoka is an equal opportunity employer and invites applications from candidates regardless of race, gender, sexual orientation, age, disability or religion.
Classification Standards: Under the direction of the Executive Director, this position is primarily responsible for developing effective communications materials for LAHSA and handling media relations.
Minimum Qualifications: Must be a team player and have excellent verbal, written, and technical skills. As a member of the Communications team, this position will support current Duke Endowment communication strategies and will focus specifically on three primary functions: generating ideas for and leading implementation of Endowment digital strategies, overseeing events and developing and executing communications activities.
Battery Powered is a member-founded, member-funded program of The Battery, a San Francisco social club. The Battery Powered program has garnered a reputation as one of the most innovative and successful giving programs of its time.
Battery Powered is looking for an accomplished, energetic, and creative development professional to join the team.
You’ll work closely with both the Co-Founders of The Battery and with Amplifier Strategies to activate generosity within The Battery membership. The position reports directly to the President of The Battery Foundation, with tangential reporting to the General Manager of The Battery and the Director of Philanthropy at Amplifier Strategies.
In its first year, Battery Powered activated $8M in generosity and enrolled 15% of the club’s membership (600 Battery Powered members, total membership of 3,500 and growing). Identify, analyze, and propose innovative development strategies that facilitate donor engagement and the achievement of fundraising goals. We have retained Schaffer&Combs, a certified B Corporation, to support this high priority search. Please include your name, the title for this position, and the company name (“Your name – Director of Development – The Battery”) in the subject line of your email. For more than thirty years, The Community Foundation for Southeast Michigan has been working to improve the lives of people in our region – supporting education, arts and culture, health, human services, community development, and civic affairs. More than that, though, we have helped to provide valuable leadership through very turbulent times.
The Vice President of Marketing and Communications (VPMC) is an essential part of that strategy, and the successful candidate for this position will play an important role in advancing the effectiveness of the Foundation’s work.
The Vice President of Marketing and Communications leads communications and marketing implementation for the Community Foundation for Southeast Michigan.
As chief communications and marketing strategist, the VPMC is responsible for developing and implementing a comprehensive strategic marketing and communications plan for the Community Foundation. Leadership – The communications team is led by the VPMC, who oversees the budget and is responsible for managing the communications team. Publications – The VPMC supervises the production of periodic publications and collateral materials for fundraising and special projects. External relations – The VPMC handles all media inquiries, builds relationships with local media, and may serve as a spokesperson for the Community Foundation. Organizational capacity – The VPMC and the communications team are charged with ensuring that all employees understand the Community Foundation’s core messages and training staff on communications best practices. What we’re looking for: A savvy communications pro with a head for project management and a passion for social change to join Fenton – the leading social change agency. Knowledge about expanding access to high quality education, from early care and education (ECE) through higher education and have experience in education.
The SAE will be responsible for planning, executing, and tracking communications initiatives on behalf of clients and plays a pivotal management role within the agency, occasionally as the lead on smaller accounts. We are: The leading social change agency with more than 30 years of experience working on some of the country’s most important social change and social justice movements. The senior account executive will be responsible for executing communications initiatives on behalf of clients and may serve as the lead on smaller accounts. We are:  A social change communications agency with more than 30 years of experience working on some of the country’s most important social change and social justice movements.
We are looking for a dynamic and seasoned communications professional to lead our West Coast team as Managing Director of two offices: San Francisco and Los Angeles. The MD is responsible for overseeing the 25-person West Coast operation with and plays a critical senior role across the agency along with the senior leadership team.
The agency focuses on a broad range of communications initiatives including issue advocacy campaigns, corporate social responsibility programs, digital content and web development, social marketing strategy and execution, non-profit branding, messaging, and engagement. What You’ve Done Already: We are seeking candidates with 15-plus years of experience, including experience at an agency. What we’re looking for: A communications savvy Account Executive with a passion for making social change to join Fenton’s fast-paced and creative San Francisco team. The AE’s primary role is to help develop and execute online and offline communications tactics. We are: A social change communications agency with more than 30 years of experience working on some of the country’s most important social change movements. Lead landscape and competitive analysis research projects; gather insights to form campaigns and communications strategies.
Conducted daily media monitoring for two of your accounts- one seeking news about health disparities among people of color and the other finding media hits about the intersection of LGBT and faith issues.
Finalized a competitive analysis report for an early childhood development organization, a project on which you led the research, secured the print vendor for the print report, and picked up the printed copies from the vendor.
Participated in a brainstorm for an online campaign promoting the availability of free electric vehicle charging stations for workplaces. Finalized web content for a dating violence prevention toolkit site, and sent video clip recommendations to the video team for the new site, after watching an hour or so of raw interview footage. Pitched media outlets with a press release about efforts to project California wildlife during the drought.
Managing content on behalf of clients utilizing content management systems such as Drupal, WordPress, etc. Eventually, what was once radical is normal, and unprepared incumbents run the risk of becoming the next Blockbuster. For many leaders, this story may sound familiar, harkening back to the scary days, 15 years ago, when they encountered the first wave of Internet competitors.
Robust attackers are scaling up with incredible speed, inserting themselves artfully between you and your customers and zeroing in on lucrative value-chain segments. The digital technologies underlying these competitive thrusts may not be new, but they are being used to new effect. As these technologies gain momentum, they are profoundly changing the strategic context: altering the structure of competition, the conduct of business, and, ultimately, performance across industries.
Digitization often lowers entry barriers, causing long-established boundaries between sectors to tumble. One banking CEO says the industry is in the midst of a transition that occurs once every 100 years. Improving management decisions as algorithms crunch big data from social technologies or the Internet of Things.
Enabling new business or operating models, such as peer-to-peer product innovation or customer service. The upshot is that digitization will change industry landscapes as it gives life to new sets of competitors. This is a€?Components of the Strategic Planning Processa€?, section 2.3 from the book Marketing Principles (v. The strategic planning processA process that helps an organization allocate its resources under different conditions to accomplish its objectives, deliver value, and be competitive in a market-driven economy.
As part of the strategic planning process, a situation analysisAn assessment of an organizationa€™s internal and external environments.
Based on the situation analysis, organizations analyze their strengths, weaknesses, opportunities, and threats, or conduct whata€™s called a SWOT analysisAn acronym for strengths, weaknesses, opportunities, and threats, the SWOT analysis is a tool that frames the situational analysis.. The easiest way to determine if a factor is external or internal is to take away the company, organization, or individual and see if the factor still exists. As we have indicated, when an organization evaluates which factors are its strengths and weaknesses, it is assessing its internal environment. PepsiCoa€™s brand awareness, profitability, and strong presence in global markets are also strengths.
Although the brand awareness for PepsiCoa€™s products is strong, smaller companies often struggle with weaknesses such as low brand awareness, low financial reserves, and poor locations.


Individuals are also wise to look at the strategies they have tried in the past to see which ones failed and which ones succeeded. Analyzing the external environment involves tracking conditions in the marketplace that, although largely uncontrollable, affect the way an organization does business. Although the external environment affects all organizations, companies must focus on factors that are relevant for their operations. All organizations must consider their competition, whether it is direct or indirect competition vying for the consumera€™s dollar. When a firm conducts a competitive analysis, they tend to focus on direct competitors and try to determine a firma€™s strengths and weaknesses, its image, and its resources.
According to Porter, in addition to their direct competitors (competitive rivals), organizations must consider the strength and impact the following could have:Michael E. When any of these factors change, companies may have to respond by changing their strategies. When personal computers were first invented, they were a serious threat to typewriter makers such as Smith Corona. Suppliers, the companies that supply ingredients as well as packaging materials to other companies, must also be considered.
All organizations must comply with government regulations and understand the political and legal environments in which they do business. As we have explained, when organizations conduct business in multiple markets, they must understand that regulations vary across countries and across states.
The economy has a major impact on spending by both consumers and businesses, which, in turn, affects the goals and strategies of organizations.
During a recessionary period, it is possible for both high-end and low-end products to sell well.
The technology available in the world is changing the way people communicate and the way firms do business. Natural resources are scarce commodities, and consumers are becoming increasingly aware of this fact. Once the situation analysis is complete, it becomes a critical input to an organizationa€™s or an individuala€™s strategic plan. The firma€™s mission statementDefines the purpose of the organization and answers the question of how a company defines its business. A firm must analyze factors in the external and internal environments it faces throughout the strategic planning process. Kotler and Armstrong’s hugely successful approach has been adapted specifically for the Arab world, using Arab-world business examples, case studies and statistics as well as cultural and demographic insights. Blackwell Distinguished Professor of Undergraduate Education in the Kenan-Flagler Business School at the University of North Carolina at Chapel Hill.
He holds an MBA from the University of Dhaka, Bangladesh, and is currently completing his DBA.
Register here to join our panel of reviewers and get the chance to try our newest products before they have even been published! See the license for more details, but that basically means you can share this book as long as you credit the author (but see below), don't make money from it, and do make it available to everyone else under the same terms. However, the publisher has asked for the customary Creative Commons attribution to the original publisher, authors, title, and book URI to be removed.
A group of businesses can be considered a portfolioA group of business units owned by a single firm., just as a collection of artwork or investments compose a portfolio. The same question or problem arises when a product has a low share of a high-growth market.
When a firm pursues this strategy, it only invests what it has to in order to maintain the producta€™s market share.
The company has to continually evaluate the situation and adjust its investments and product promotion strategies accordingly. The GE approach examines a businessa€™s strengths and the attractiveness of the industry in which it competes. The firms then determine their investment strategies based on how well the two correlate with one another.
Companies with a medium rating on industry attractiveness and business strengths should be cautious when investing and attempt to hold the market share they have. Organizations that have multiple business units must decide how to allocate resources to them and decide what objectives and strategies are feasible for them.
We aim for you to leave with scribbled notes of things that caught your attention — possibilities for your own organization and within your unique situation — and plenty of next steps. Our mission is to provide children with opportunity, empower parents with choice, and prove once and for all that zip codes do not determine destiny. Our Communications team leads our organization in this effort to ensure that all stakeholders understand the role they play in pursuing Success Academy’s mission to change public education for all children.
Since opening our first school in Harlem in 2006, we have swiftly grown to 34 high-performing schools, from Bed-Stuy to the Bronx, serving approximately 11,000 kids. We value excellence, ethics, and celebrate diversity, and are relentlessly committed to improving ourselves and our work to enhance the lives of our scholars. In 2015, FrameWorks was named one of nine Creative and Effective Organizations worldwide by the John D. The Project Director also assists the units’ researchers and associates by handling discrete tasks or client deliverables as assigned, and supports ongoing client relationships by acting as a liaison for the Director of Research and Director of Interpretation as directed.
This work involves advanced planning with internal staff and external contractors as well as real-time troubleshooting.
Ensure transcriptionists receive and transcribe audio files in a timely manner and that contractors receive links to relevant folders.
With a global presence of over 500 local chapters and membership approaching 20,000 teens, we bring Jewish teens together so they can form powerful, authentic relationships with each other and with inspiring adult role models. Reporting to the Senior Director of Marketing and Communications, the Director will work closely with both marketing and development teams to communicate the energy and impact of the BBYO teen experience in compelling ways, and support fundraisers in their efforts to communicate to donors in a compelling voice and with a storytelling approach.
Excellent writing and analytical skills are required, and a writing sample is suggested with resume and cover letter.
Working closely with state and local partners in six states, we provide legal advocacy and leadership on priority regional issues relating to forests, the coast and wetlands, air and water pollution, and transportation and land use. This person will be based in our Virginia office in Charlottesville but the position will include traveling regularly to our Nashville office to work with our staff, partners, and media there. Over a 30 year span, we have elected and funded over 3,000 leading social entrepreneurs in more than 70 countries. For this movement to succeed, we need a bold and sustainable global communications team and messaging effort that will effectively communicate our vision.
They will be comfortable engaging prominent business, social, and government leaders—and eager to build bridges between the three sectors.
This includes research, responding to media requests, providing information to the public, website and social network management, production of internal and external informational materials, drafting press releases, and public relations.
Made possible by Michael and Xochi Birch and the philanthropy team at Amplifier Strategies, the program is designed to help members explore themes, share ideas and activate their generosity to spark lasting change. You’ll analyze current giving levels and member engagement activities to develop strategic solutions for growing the Battery Powered community. You will be expected to activate another $8M in new memberships and renewals the first year, and $12M in the second year. Since our inception, we have distributed more than $825 million through more than 56,000 grants to nonprofit organizations throughout Wayne, Oakland, Macomb, Monroe, Washtenaw, St.
In addition to providing grants and working closely with our donors to help them achieve their philanthropic goals, we have used our reputation in the community as an honest broker, a trusted friend, and a respected voice to bring about positive change for millions of people. The VPMC works closely with the President, Strategy Officer, and the three other Vice Presidents to help the Community Foundation achieve its programmatic and fundraising goals and to make sure the Foundation is an influential voice in Southeast Michigan and in philanthropy. The VPMC develops and manages the communications budget within established budgetary procedures. Historically, the Community Foundation has produced a printed annual report and at least three printed newsletters yearly. The communications team works to maximize inter-departmental communication and coordination. We see education, youth development and the health of families and communities as issues of social justice. Fenton’s past and present clients include the Harlem Children’s Zone, the Children’s Aid Society, the American Association of Community Colleges, as well as grantees and foundations.
Fenton’s past and present clients include FHI 360, Girls’ Globe, Save the Children, and the Global Fund for Women.
The best candidate will have strong leadership qualities, agency management experience, an entrepreneurial spirit, and a defined “presence” in the social change space, particularly with social justice, racial justice and other key issue areas. The MD leads top-tier accounts and is involved in the management of all accounts managed by the West Coast offices, manages their portion of a P&L, is responsible for generating new business leads and spearheading agency new business development as well as creation of new products and offerings to innovate in the communications space. The AE has 3-4 years of experience in project support, research, media relations and social media campaigns in public interest advocacy or social justice communications setting, or demonstrated equivalent experience. Fenton’s past and present clients include The Robert Wood Johnson Foundation, Amnesty International, The Ella Baker Center for Human Rights, Carton Council and The California Endowment. They have a strong background in project management and execution, research, media pitching, and social media campaigns.
A company known mostly for its online channel had begun to undercut premiums in a number of markets and was doing so without agents, building on its dazzling brand reputation online and using new technologies to engage buyers. Many incumbents responded effectively to these threats, some of which in any event dissipated with the dot-com crash. Staggering amounts of information are accessible as never before—from proprietary big data to new public sources of open data. One banking CEO, for instance, says the industry is in the midst of a transition that occurs once every 100 years. At the same time, the “plug and play” nature of digital assets causes value chains to disaggregate, creating openings for focused, fast-moving competitors. Those shifts take place in the context of industry evolution, which isn’t monolithic but can follow a well-worn path: new trends emerge and disruptive entrants appear, their products and services embraced by early adopters (exhibit). For many transactions, consumers and businesses increasingly prefer digital channels, which make content universally accessible by mixing media (graphics and video, for example), tailoring messages for context (providing location or demographic information), and adding social connectivity (allowing communities to build around themes and needs, as well as ideas shared among friends). Better decision making helps improve performance across business functions—for example, providing for finer marketing allocations (down to the level of individual consumers) or mitigating operational risks by sensing wear and tear on equipment.
China’s Xiaomi crowdsources features of its new mobile phones rather than investing heavily in R&D, and Telstra crowdsources customer service, so that users support each other to resolve problems without charge. Some players may consider your capabilities a threat even before you have identified them as competitors. Perhaps your strengths include strong leadership abilities and communication skills, whereas your weaknesses include a lack of organization. Internal factors such as strengths and weaknesses are specific to a company or individual, whereas external factors such as opportunities and threats affect multiple individuals and organizations in the marketplace. Once companies determine their strengths, they can use those strengths to capitalize on opportunities and develop their competitive advantage.
Especially in foreign markets, the loyalty of a firma€™s employees can be a major strength, which can provide it with a competitive advantage. When organizations assess their internal environments, they must look at factors such as performance and costs as well as brand awareness and location.
For example, government regulations on food packaging will affect PepsiCo but not Goodyear. Michael Porter, a professor at Harvard University and a leading authority on competitive strategy, developed an approach for analyzing industries. Doing so helps the firm figure out how much money a competitor may be able to spend on things such as research, new product development, promotion, and new locations. For example, because buyers are consuming fewer soft drinks these days, companies such as Coke and Pepsi have had to develop new, substitute offerings such as vitamin water and sports drinks. Companies everywhere are finding that no matter what they make, numerous firms around the world are producing the same a€?widgeta€? or a similar offering (substitute) and are eager to compete with them. Different government agencies enforce the numerous regulations that have been established to protect both consumers and businesses. Food and Drug Administration prohibits companies from using unacceptable levels of lead in toys and other household objects, such as utensils and furniture. Economic factors include variables such as inflation, unemployment, interest rates, and whether the economy is in a growth period or a recession. Consumers who can afford luxury goods may continue to buy them, while consumers with lower incomes tend to become more value conscious. Today, many firms are doing more to engage in a€?sustainablea€? practices that help protect the environment and conserve natural resources. Using Portera€™s five forces model, explain what you need to consider with regard to each force. Emphasis is placed on making marketing ideas and concepts come alive by encouraging readers to apply established marketing principles to real companies in real situations. Johnson &am Son Distinguished Professor of International Marketing at the Kellogg School of Management, Northwestern University. He holds undergraduate and master’s degrees in business from Wayne State University in Detroit.
You may also download a PDF copy of this book (14 MB) or just this chapter (2 MB), suitable for printing or most e-readers, or a .zip file containing this book's HTML files (for use in a web browser offline). In order to evaluate each business, companies sometimes utilize whata€™s called a portfolio planning approach. Managers classify these products as question marks or problem childrenBusinesses or offerings with a low share of a high-growth market.. One strategy is to build market share for a business or product, especially a product that might become a star. The firm must also keep in mind that the BCG matrix is just one planning approach and that other variables can affect the success of products.
As we have indicated, a businessa€™ strengths are factors internal to the company, including strong human resources capabilities (talented personnel), strong technical capabilities, and the fact that the firm holds a large share of the market.
As Figure 2.16 "The General Electric (GE) Approach" shows, the investment options outlined in the GE approach can be compared to a traffic light.
If a company rates itself high on business strengths and the industry is very attractive (also rated high), this is comparable to a green light. Since opening our first Harlem school in 2006, we have swiftly grown to 34 high-performing schools, from Bed-Stuy to the Bronx. We are seeking an ambitious, seasoned Managing Editor, Schools Communications who will hit the ground running at a forward driving, entrepreneurial, education reform organization seeking to eliminate the achievement gap in New York City.
We are scaling to 100 great schools serving 50,000 children across New York City, bringing transformational change here and across the country. Compelling Jewish environments and experiences are created through travel programs, weekend retreats and community-based programs that encourage Jewish teens to feel pride in who they are, in control of their own destiny and a part of something greater than themselves. Over its almost 30-year history, SELC has earned a reputation as one of the leading environmental organizations in the country.
Ashoka is seeking an entrepreneurial, creative, and dynamic innovator to lead its global communications team and transform how Ashoka engages with the world. Excellent computer skills with competency required in Microsoft Office (Microsoft Word, PowerPoint, Excel and Outlook).
Each trimester, the Battery Powered community tackles a new theme, representative of some of the biggest issue areas of our time.
This success, coupled with The Battery’s positive reputation, gives the program strong convening power to draw both well-known experts and celebrity presenters to amplify its voice. These changemakers and influencers have both the capacity and motivation to make our society stronger, and you will connect them with the opportunity to do so in an innovative and deeply rewarding fashion. Our longer term vision for the program is to grant $10M a year in funding to amazing organizations.
The VPMC also provides education and mentoring, and identifies professional development opportunities for members of the team and other staff as appropriate. The VPMC collaborates with all staff to ensure the publication of updated and accurate information, and oversees the development of videos, podcasts, and other means of connecting digitally.
The VPMC leads communications team efforts to develop news releases, public briefing materials, talking points, and presentations for speeches and external announcements. The VPMC works closely with human resources to assist with the communications aspects of publicizing openings and recruiting candidates.
The Senior Account Executive (SAE) has four-to-seven years of experience in public interest advocacy or campaigns, public-interest communications, social activism, media relations, or demonstrated equivalent experience and ideally agency experience.
Our office works on projects that involve communications strategy, messaging, media relations, digital advocacy, branding and communications planning. This person should have a good understanding of the nature of business on the West Coast — specifically with foundations — and experience with growing a business and furthering a leadership footprint.
Because so much of the work is integrated, the ideal candidate has strong experience in both online and offline communication platforms and in creating results-driven programs.


AE’s support their account teams, run parts of larger accounts and occasionally lead on smaller accounts. Fenton has 60+ staff in four offices in San Francisco, New York, Los Angeles and Washington, D.C. Analytical and processing capabilities have made similar leaps with algorithms scattering intelligence across digital networks, themselves often lodged in the cloud. To stay ahead of the unfolding trends and disruptions, leaders across industries will need to challenge their assumptions and pressure-test their strategies. Advanced incumbents then begin to adjust to these changes, accelerating the rate of customer adoption until the industry’s level of digitization—among companies but, perhaps more critically, among consumers as well—reaches a tipping point.
These channels lower the cost of transactions and record them transparently, which can help in resolving disputes. New business or operating models can also disintermediate existing customer–supplier relations—for example, when board-game developers or one-person shops manufacture products using 3-D printers and sell directly to Amazon. Indeed, the forces at work today will bring immediate challenges, opportunities—or both—to literally all digitally connected businesses. A situation analysis involves analyzing both the external (outside the organization) and the internal (company) environments, as Figure 2.5 "The Strategic Planning Process" shows. For example, an organizationa€™s strengths might include its brand name, efficient distribution network, reputation for great service, and strong financial position. Opportunities for you might exist in specific careers and industries; however, the economy and other people competing for the same position might be threats. For example, if you are doing a situation analysis on PepsiCo and are looking at the weak economy, take PepsiCo out of the picture and see what factors remain.
Loyal and knowledgeable employees are easier to train and tend to develop better relationships with customers. Managers need to examine both the past and current strategies of their firms and determine what strategies succeeded and which ones failed.
Was it the instructora€™s fault, the strategy you used to study, or did you decide not to study?
Other external factors include cultural and social trends, political and legal regulations, technological changes, and the price and availability of natural resources. Similarly, students getting a business degree dona€™t need to focus on job opportunities for registered nurses. Coke and Pepsi are direct competitors in the soft drink industry, Hilton and Sheraton are competitors in the hospitality industry, and organizations such as United Way and the American Cancer Society compete for resources in the nonprofit sector. Competitive analysis involves looking at any information (annual reports, financial statements, news stories, observation details obtained on visits, etc.) available on competitors.
Also, sometimes suppliers see how lucrative their customersa€™ markets are and decide to enter them.
For example, suppose you are opening up a new factory because you cannot keep up with the demand for your products.
Inflation occurs when the cost of living continues to rise, eroding the purchasing power of money. Other goods and services, such as products sold in traditional department stores, may suffer.
Consumers in this group and other diverse groups prefer different types of products and brands. Self-scanners and video displays at stores, ATMs, the Internet, and mobile phones are a few examples of how technology is affecting businesses and consumers.
Green marketingMarketing environmentally safe products and services in a way that is good for the environment. Both profit and nonprofit organizations have mission statements, which they often publicize. He received his master’s degree at the University of Chicago and his PhD at MIT, both in economics. A portfolio planning approachAn approach to analyzing various businesses relative to one another. Because the BCG matrix assumes that profitability and market share are highly related, it is a useful approach for making business and investment decisions. To maintain the growth of their star products, a company may have to invest money to improve them and how they are distributed as well as promote them. They must decide whether to invest in them and hope they become stars or gradually eliminate or sell them. Many companies invest in question marks because market share is available for them to capture.
The attractiveness of an industry can include aspects such as whether or not there is a great deal of growth in the industry, whether the profits earned by the firms competing within it are high or low, and whether or not it is difficult to enter the market. For example, if a company feels that it does not have the business strengths to compete in an industry and that the industry is not attractive, this will result in a low rating, which is comparable to a red light. We are now scaling to 100 great schools across New York City, bringing transformational change here and across the country. We believe all children, regardless of zip code or family income, deserve the life-changing opportunities that a world-class education brings. At least one year of administrative experience at a nonprofit, academic institution or equivalent organization. The right candidate will create a strategic messaging plan, establish strong media relationships, effectively articulate the Ashoka vision, and identify opportunities to raise the level of awareness of social entrepreneurship as it relates to Everyone a Changemaker.
They will have the ability to engage anyone, anywhere and share a compelling vision of Ashoka. Requires proficiency with social media including but not limited to Twitter, Facebook, Google Plus, Instagram, hashtags, and blogs.
Over the course of the trimester we hear from experts and organizations on the front lines of some of society’s toughest challenges, and at the conclusion of each theme, members vote to financially back a selection of organizations. Your passion for giving is infectious and the depth of your knowledge around philanthropy is exceptional.
The VPMC is responsible for providing feedback through regular performance reviews and goal setting.
Fenton has 65 staff in four offices in San Francisco, New York, Los Angeles, and Washington, DC. We come from a variety of backgrounds, including nonprofits, government agencies, consulting firms and the corporate world. Others pointed to serious downtrends in policy renewals among younger customers avidly using new web-based price-comparison tools.
Smart mobile devices make that information and computing power accessible to users around the world. The firma€™s internal environmenta€”such as its financial resources, technological resources, and the capabilities of its personnel and their performancea€”has to be examined.
A firma€™s weaknesses might include lack of awareness of its products in the marketplace, a lack of human resources talent, and a poor location. Moreover, what is a strength for one person (say, strong accounting skills) might be a weakness for another person (poor accounting skills).
These brands are also designed to contribute to PepsiCoa€™s environmental and social responsibilities. This helps a company plan its future actions and improves the odds they will be successful. See which strategies work best for you and perhaps try the same type of strategies for future exams. However, hotels must also consider other options that people have when selecting a place to stay, such as hostels, dorms, bed and breakfasts, or rental homes. Mystery shoppersA person who is paid to shop at a firma€™s establishment or one of its competitorsa€™ to observe the level of service, cleanliness of the facility, and so forth, and report his or her findings to the firm., or people who act like customers, might visit competitors to learn about their customer service and their products.
When you select a hamburger fast-food chain, you also had the option of substitutes such as getting food at the grocery or going to a pizza place. Buyers, who are the focus of marketing and strategic plans, must also be considered because they have bargaining power and must be satisfied. The Internet has made it easier than ever for customers to find products and services and for workers to find the best jobs available, even if they are abroad. If you are considering opening the factory in France (perhaps because the demand in Europe for your product is strong), you need to know that it is illegal for employees in that country to work more than thirty-five hours per week. When this happens, you and other consumers and businesses need more money to purchase goods and services. More women are working, which has led to a rise in the demand for services such as house cleaning and daycare. However, the BCG matrix is subjective and managers should also use their judgment and other planning approaches before making decisions. For example, as the price of gasoline soared in 2008, many consumers purchased motorcycles and mopeds, which get better gas mileage. The goal is to try to generate short-term profits from the product regardless of the long-term impact on its survival. For example, the automobile industry is not attractive in times of economic downturn such as the recession in 2009, so many automobile manufacturers dona€™t want to invest more in production.
In that case, the company should harvest the business (slowly reduce the investments made in it), divest the business (drop or sell it), or stop investing in it, which is what happened with many automotive manufacturers.
We come from a variety of backgrounds, including non profits, government agencies, consulting firms and the corporate world.
While we work hard, we also appreciate a good Happy Hour, round of karaoke or game of trivia when we see one. Others, which have successfully built new capabilities (as Burberry did in retailing), become powerful digital players. It is also critical to examine the external environment the firm faces, such as the economy and its competitors. Opportunities and threats are factors that are external to the firm and largely uncontrollable. Even if PepsiCo hadna€™t been around in 2008a€“2009, the weak economy reduced consumer spending and affected a lot of companies. For example, a company might look at packaging that worked very well for a product and use the same type of packaging for new products.
When firms globalize, analyzing the environment becomes more complex because they must examine the external environment in each country in which they do business.
Imagine going to a competitora€™s restaurant and studying the menu and the prices and watching customers to see what items are popular and then changing your menu to better compete. If a buyer is large enough, and doesna€™t purchase a product or service, it can affect a selling companya€™s performance. The regulations related to the act are enforced by the Federal Trade Commission (FTC), which also regulates deceptive advertising.
The economic downturn that began in 2008 affected consumers and businesses at all levels worldwide. As a result, marketers have begun allocating more of their promotion budgets to online ads and mobile marketing and not just to traditional print media such as newspapers and magazines. Water shortages often occur in the summer months, so many restaurants now only serve patrons water upon request. Once a company has analyzed its internal and external environments, managers can begin to decide which strategies are best, given the firma€™s mission statement.
Two of the most widely used portfolio planning approaches include the Boston Consulting Group (BCG) matrix and the General Electric (GE) approach. Using the BCG matrix, managers can categorize their SBUs (products) into one of four categories, as shown in Figure 2.15 "The Boston Consulting Group (BCG) Matrix". Eventually, DVDs are likely to be replaced by digital downloads, just like MP3s replaced CDs. With the success sequence, money is taken from cash cows (if available) and invested into question marks in hopes of them becoming stars. Battery Powered has raised over $8M and awarded funds to 31 organizations that have a serious chance of making society stronger. The external environment significantly affects the decisions a firm makes, and thus must be continuously evaluated. Opportunities might entail the international demand for the type of products the firm makes, few competitors, and favorable social trends such as people living longer. See Figure 2.6 "Elements of a SWOT Analysis" for an illustration of some of the factors examined in a SWOT analysis.
Firms may also look at customersa€™ reactions to changes in products, including packaging, to see what works and doesna€™t work.
Doing so is similar to what organizations do when they analyze their internal environments. Regulations, competitors, technological development, and the economy may be different in each country and will affect how firms do business.
Competitors battle for the customera€™s dollar and they must know what other firms are doing.
Most students may not have ever used a typewriter, but some consumers still use typewriters for forms and letters. Recessions can also occur when inflation rises because higher prices sometimes cause low or negative growth in the economy. Consumers reduced their spending, holiday sales dropped, financial institutions went bankrupt, the mortgage industry collapsed, and the a€?Big Threea€? U.S.
Hotels voluntarily conserve water by not washing guestsa€™ sheets and towels every day unless they request it. Companies with cash cows need to manage them so that they continue to generate revenue to fund star products. As a result, they keep producing products and services they shouldna€™t or invest in dogs in hopes theya€™ll succeed. For example, during the economic downturn in 2008a€“2009, businesses found that many competitors cut the prices of their products drastically. Threats might include a bad economy, high interest rates that increase a firma€™s borrowing costs, and an aging population that makes it hard for the business to find workers. Individuals and teams also compete for jobs, titles, and prizes and must figure out the competitorsa€™ weaknesses and plans in order to take advantage of their strengths and have a better chance of winning. Firms that do business with Walmart must be prepared to make concessions to them if they want their products on the companya€™s store shelves. Food and Drug Administration (FDA) regulates the labeling of consumable products, such as food and medicine. Firms are responding to the time constraints their buyers face by creating products that are more convenient, such as frozen meals and nutritious snacks.
Reusing packages (refillable containers) and reducing the amount of packaging, paper, energy, and water in the production of goods and services are becoming key considerations for many organizations, whether they sell their products to other businesses or to final users (consumers). Thata€™s what Procter & Gamble did in 2008 when it sold its Folgers coffee brand to Smuckers. Tropicana switched from the familiar orange with the straw in it to a new package and customers did not like it. Originally created in 2006, the video has been updated and translated into other languages.
One organization that has been extremely busy is the Consumer Product Safety Commission, the group that sets safety standards for consumer products. Green marketing not only helps the environment but also saves the company, and ultimately the consumer, money. Firms also offered customers incentives (free shipping, free gift cards with purchase, rebates, etc.) to purchase their goods and services online, which allowed businesses to cut back on the personnel needed to staff their brick-and-mortar stores. As a result, Tropicana changed back to their familiar orange with a straw after spending $35 million for the new package design. The latest edition of a€?Did You Know?a€? was created in Rome in 2008 and shows how information may change the world.
Unsafe baby formula and toys with lead paint caused a big scare among consumers in 2008 and 2009.
Sustainability, ethics (doing the right things), and social responsibility (helping society, communities, and other people) influence an organizationa€™s planning process and the strategies they implement.
Many dogs are divested, but companies may also divest products because they want to focus on other brands they have in their portfolio. While a business cannot control what competitors do, they must decide what actions to take to remain competitivea€”actions that depend in part on their internal environment.



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