The document discusses strategic marketing and competitive analysis. It defines corporate and marketing strategy, and explains how marketing plans and programs implement strategies. It then describes several models for strategic marketing analysis, including the Boston Box and GE Matrix. Finally, it outlines the concerns of a competitive analysis, such as identifying competitors and their strengths/weaknesses, objectives, strategies, and likely reactions.

1. Strategic marketing

2. Interaction between marketing and corporate strategy Figure 20.1

5. Influences on marketing strategy Figure 20.2

8. The Boston Box Figure 20.3

10. GE matrix Figure 20.4

11. Shell’s directional policy matrix Figure 20.5

13. Competitor analysis A systematic attempt to identify and understand key elements of a competitor’s strategy in terms of objectives, strategies, resource allocation and implementation through the marketing mix.

14. Porter’s Five Forces Model 1. Bargaining power of suppliers. 2. Bargaining power of customers. 3. Threat of new entrants. 4. Threat of substitute products or services. 5. Rivalry among current competitors.

17. Concerns of an Org.’s competitive analysis (2) 2. How can our competitors be grouped meaningfully? Different characteristics for identifying Strategic groupings Figure 20.8 Source : Adapted from Wilson et al . (1992).

19. Concerns of an Org.’s competitive analysis (4) 4. What are our competitors’ objectives and strategies? Objectives – related to cash generation, market share, technological leadership, quality recognition etc. Find clues in product portfolio. Strategy - related to its positioning, marketing mix etc.

20. Concerns of an Org.’s competitive analysis (5) 5. How are our competitors likely to react to changes in the marketing environment? Learn by experience Not easy to predict its reaction due to: its cost structures, relative market positions, product life cycle, industrial position etc.

22. Useful information about competitors Table 20.2 Source : Wilson et al . (1992).

23. Generic strategies Figure 20.9

26. Competitive positions and strategy Figure 20.10

28. Attack strategies Figure 20.11 Source : Kotler and Singh (1981). Reproduced with permission of Thomson Media, Eleven Penn Plaza, New York, NY 10001

29. Defence strategies Figure 20.12 Source : Kotler and Singh (1981). Reproduced with permission of Thomson Media Eleven Penn Plaza, New York, NY 10001.

30. Co-operative and independent strategies Many situations can also be characterised by peaceful coexistence and co-operative alliances between competitors.