PAZARLAMA YÖNETİMİ

There is a consensus between scholars thatstrategy began to be related with businesses during 1960s.

Strategic planning process:

1.It should be a people process more than a paper process.
2. It should be a learning process for all managers and employees.
3. It should be words supported by numbers rather than numbers supported by words.
4. It should be simple and nonroutine.
5. It should vary assignments, team memberships, meeting formats, and even the planning calendar.
6. It should challenge the assumptions underlying the current corporate strategy.
7. It should welcome bad news.
8. It should welcome open-mindness and a spirit of inquiry and learning.
9. It should not be a bureaucratic mechanism.
10. It should not become ritualistic, stilted, or orchestrated.
11. It should not be too formal, predictable, or rigid.
12. It should not contain jargon or arcane planning language.
13. It should not be a formal system for control.
14. It should not disregard qualitative information.
15. It should not be controlled by “technicians”.
16. Do not pursue too many strategies at once.
17. Continually strengthen the “good ethics is good business” policy.

Share Matrix is a portfolio planning method
evaluating strategic business units of a company
in terms of their market growth rate (expressing
the attractiveness of the market) and relative
market share (expressing company’s strength in the
market), and according to the matrix, SBUs can be
classified as Stars, Cash Cows, Question Marks or
Dogs.

B is stars, C is stars, D is question marks, E is dogs.

I. question marks

II. stars

III. cash cows

IV. dogs

Renewal strategy is developed to demonstrate organizational weaknesses which lead to declines in performances, therefore managers try to reduce costs by for instance restructuring their operations.

A company may choose to usediversification strateg y which examines the opportunities for developing or buying new products for new markets.

Oligopoly creates a situation in which customers have some choices (in contrast to monopoly) such as airline or steel industry, but they do not have several choices as in monopolistic competition.

Rivalry among existing competitors may take many forms involving price discounts, new product introductions, advertising campaigns, and service improvements.

Overall cost leadership aims to achieve lowest costs to offer lower prices than competitors.

Neumann and Morgensters (1947) were one of the pioneers to relate the strategy concept with business. In their research titled as “Theory of Games and Economic Behavior”, the researchers define (business) strategy as “a series of actions which is decided by the firm according to the situation”.

Strategy is a unified, comprehensive and integrated plan created to assure that the basic aims of the business are attained.

Guidelines for Effective Strategic Planning Process: 1.It should be a people process more than a paper process; 2. It should be words supported by numbers rather than numbers supported by words; 3.It should challenge the assumptions underlying the current corporate strategy; 4.Continually strengthen the “good ethics is good business” policy; 5.It should not be controlled by “technicians”.

The hierarchy of levels of strategy is like a nest in which one strategy covers another. Corporate strategies are supported by business strategies, which in turn are supported by functional strategies. Therefore, corporate level success cannot be achieved if the organization does not know how to succeed at the business level. Similarly, business level success cannot be achieved unless organization knows how to succeed at functional level. Business level strategy focuses on the concept of “competing” and it covers all functional areas of a business unit such as operations, marketing, logistics, research and development, etc.

As the name applies, stars are likely to have higher market share and are high-growth businesses or products, thus they are likely to be market leaders. However, in order to finance this growth, they also need higher investments. For instance, iPhones and Galaxy Notes are stars for Apple, and Samsung, respectively.

A company may choose to use diversification strategy which examines the opportunities for developing or buying new products for new markets. Thus, it involves new brands and new markets since product modifications may develop new uses for products, which may create a different market.

In pure competition, the products are homogenous, and there are so many buyers and sellers in the market, thus there is no firm becoming large enough to affect prices.

David Ricardo enhanced Smith’s ideas of absolute advantage and created the notion of comparative advantage. According to Ricardo, the different environments and climates of nations favor some industries.

The Bargaining Power of Buyers: Regardless of the type of market, buyers may become powerful. Similar to suppliers, powerful buyers may create value for themselves by driving prices down, demanding higher quality or more services. Buyers are powerful if they are purchasing in huge quantities or if there are few buyers. When these powerful buyers affect your prices, your competitive position may be weakened in the market.

Value chain includes five primary activities (inbound logistics, operations, outbound logistics, marketing and sales, after-sale service) and four supporting activities (procurement, technology development, human resource management, firm infrastructure).