CONTENTS
PART ONE INTRODUCTION AND OVERVIEW = 1
1 BUSINESS STRATEGY : THE CONCEPT AND TRENDS IN ITS MANAGEMENT = 3
What Is a Business Strategy? = 4
Strategic Thrusts ― Search for SCAs = 6
A Strategic Business Unit = 8
Strategic Market Management : A Historical Perspective = 9
Strategic Market Management : Characteristics and Trends = 13
Why Strategic Market Management? = 17
2 STRATEGIC MARKET MANAGEMENT : AN OVERVIEW = 20
External Analysis = 21
Self - Analysis = 28
The Role of the Business Mission = 30
Strategy Identification and Selection = 32
Selecting Among Strategic Alternatives = 36
The Process = 38
PART TWO EXTERNAL ANALYSIS = 41
3 CUSTOMER ANALYSIS = 43
External Analysis = 44
The Scope of Customer Analysis = 49
Segmentation = 49
Customer Motivations = 55
Unmet Needs = 57
4 COMPETITOR ANALYSIS = 63
Identifying Competitors - Customer - Based Approaches = 64
Identifying Competitors - Strategic Groups = 67
Potential Competitors = 70
Competitor Analysis - Understanding Competitors = 71
Competitor Strengths and Weaknesses = 76
Obtaining Information on Competitors = 82
5 MARKET ANALYSIS = 86
Dimensions of a Market Analysis = 87
Actual and Potential Market Size = 88
Market Growth = 90
Market Profitability Analysis = 93
Cost Structure = 97
Distribution Systems = 98
Market Trends = 99
Key Success Factors - Bases of Competition = 100
Risks in High - Growth Markets = 102
6 ENVIRONMENTAL ANALYSIS = 109
Dimensions of Environmental Analysis = 110
Forecasting Environmental Trends and Events = 117
Impact Analysis - Assessing the Impact of Strategic Questions = 119
Scenario Analysis = 121
PART THREE INTERNAL ANALYSIS = 127
7 SELF - ANALYSIS = 129
Shareholder Value Analysis = 131
Financial Performance - Sales and Profitability = 133
Performance Measerement - Beyond Profitability = 137
Determinants of Strategic Options = 143
From Analysis to Strategy = 145
Product Portfolio Analysis = 147
Appendix : the Analysis of Financial Resources = 149
8 PORTFOLIO ANALYSIS = 154
The BCG Growth - Share Matrix = 156
The Market Attractiveness - Business Position Matrix = 164
The Risk Matrix = 167
Portfolio Models in Practice = 167
PART FOUR ALTERNATIVE BUSINESS STRATEGIES = 171
9 OBTAINING SUSTAINABLE COMPETITIVE ADVANTAGE = 173
The Sustainable Competitive Advantage = 174
The Role of Synergy = 180
Strategic Vision versus Strategic Opportunism = 182
Strategic Intent = 189
Strategic Flexibility = 191
10 DIFFERENTIATION STRATEGIES = 195
Successful Differentiation Strategies = 197
The Quality Option = 199
Building Strong Brands = 206
11 OBTAINING AN SCA - LOW COST, FOCUS, AND THE PREEMPTIVE MOVE = 215
Low - Cost Strategies = 216
Focus Strategies = 225
The Preemptive Move = 228
12 GROWTH STRATEGIES : PENETRATION, PRODUCT - MARKET EXPANSION, AND VERTICAL INTEGRATION = 237
Growth in Existing Product Markets = 239
Product Development for the Existing Market = 244
Market Development Using Existing Products = 250
Vertical Integration Strategies = 252
13 DIVERSIFICATION = 260
Related Diversification = 262
Unrelated Diversification = 268
Entry Strategies = 275
14 STRATEGIES IN DECLINING AND MATURE MARKETS = 280
Creating Growth in Declining Industries = 282
Be the Profitable Survivor = 284
Milk or Harvest = 285
Divestment or Liquidation = 287
Selecting the Right Strategy for the Declining Environment = 289
Hostile Markets = 292
15 GLOBAL STRATEGIES = 298
Motivations Underlying Global Strategies = 300
Standardization Versus Customization = 304
Strategic Alliances = 311
PART FIVE IMPLEMENTATION AND THE PLANNING PROCESS = 319
16 IMPLEMENTING THE STRATEGY = 321
A Conceptual Framework = 322
Structure = 323
Systems = 326
People = 327
Culture = 328
Obtaining Strategic Congruence = 331
Organizing for Innovation = 336
17 FORMAL PLANNING SYSTEMS = 340
The Formal Planning System = 341
Pitfalls of a Formal Planning System = 345
Modifying a Planning System - A Case Study = 348
Getting Started = 351
APPENDIX
PLANNING FORMS = 354
INDEX = 371
