Marketing Strategy & Techniques IV 2019
Marketing Strategy & Techniques IV 2019
Marketing Strategy & Techniques IV 2019
• Summary
• Market (Opportunity) Analysis or Situational Analysis – Macro-
Environment, Industry, Micro-Environment (Market) Analysis
• Company Analysis – Performance analysis, Sustainable Competitive
advantage, Strategic Resources & Capabilities, Internal Environment
analysis.
• Market Research
• Assumptions
• SWOT / TOWS Analysis
• Objectives – Business Objectives, Financial Objectives, Marketing
Objectives
• Strategic Choice / Strategic Approach
• Marketing Strategy (Alternative Scenarios) - STDP
• Marketing Mix Objectives & Strategies – 4Ps(Goods)/8Ps (Services)
• Implementation - Marketing Programs & activities
• Measurement & Control (Metrics Dashboard)
• Financial Projections & Budgeting
Strategy Formulation
20%
Business
Stars
Sizes
Market Growth Rate
Question
Marks
10%
Cash
Dogs
Cows
10x x 0.1x
20%
Business
Stars
Sizes
Market Growth Rate
Question
Marks
5%
Cash
Dogs
Cows
• Dogs • Divest/Harvest
(c) Evaluating Current Business Portfolio
• General Electric Portfolio Matrix
High Selectivity/
Invest/
earnings
Market Attractiveness
Hold
Market Size &
Share
Selectivity/
Medium earnings
Selectivity/ Harvest/
earnings Divest
Low
Company Strength
Evaluating Factors
Market Attractiveness Competitive Positions
• Integrative Growth
– Forward Integration
– Backward Integration
– Horizontal Integration
Case Analysis
Amercian Well:
Online Health Care Management
Company
Strategic Growth Options
• Current Business: Online Health Care Services to Insurer
segment.
• International Expansion – Insurer segment
• Online Health Care Services: Hospitals Network, Clinic Chains,
• Retail Clinics, Pharmacies, Telemedicine
• Platform for health care provider to interact e.g. Primary
Physician to interact with Specialists, Patients to interact with
Physicians
• Platform for interaction between Buyer and Service provider
in other services
Market Analysis
• Macro-Environment Analysis ?
• Industry Analysis ?
• Micro-Environment Analysis ?
• SWOT Analysis ?
• Sustainable Competitive Advantage ?
Customer Segments Online Health Care
Customer Segments of Online Health Care
Value for Customers?
• New Practitioners
• Retired Practitioners
• Not Busy Practitioners
• Extra Hours Practitioners
• Increase Physical Care Treatment
Value for HIC? Hospitals? Clinics?
(-)
(-)
(+)
(+)
(+)
(+)
(+)
-2%
-6%
10 % Gross Margin 10 %
Products Mix
Thank You
Prof. DeviPrasad Ghosh