Introduction to integrated business management
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Introduction to Integrated Business Management. The Following Slides are for Quarter 2. Establishing the Firm’s Strategic Direction and Setting Up Shop (with a focus on brand design considerations). Q2, Establish Strategic Direction.

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Introduction to Integrated Business Management

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Introduction to integrated business management

Introduction

to

Integrated Business Management


Introduction to integrated business management

The Following Slides are for Quarter 2

  • Establishing the Firm’s Strategic Direction and Setting Up Shop

  • (with a focus on brand design considerations)


Introduction to integrated business management

Q2, Establish Strategic Direction

  • Analyze market information to evaluate the market opportunity

  • Consider

    • Available financial resources

    • Costs to open sales outlets

    • Costs to set up and operate factory

  • Establish strategic direction

    • Formulate corporate strategy

    • Formulate functional strategies


Introduction to integrated business management

Q2, Setup Shop – Tactical Decisions

  • Locate factory

  • Build fixed plant capacity

  • Open initial sales offices

  • Design two brands for target market segments


Review software

Review Software


Things to think about in designing brands

Things to Think About in Designing Brands


Customers buy benefits not features

Customers Buy Benefits,Not Features


Introduction to integrated business management

Once you select a segment, you must design a brand to meet the needs of the segment.

Using the computer on the road is important to the traveler segment. What features would provide this benefit?

Using the computer on the road

Slim, rugged, portable design

10” color flat screen for portable

Network and Internet connections


How far do you go in giving the customers what they say they want

How far do you go in giving the customers what they say they want?

Is more speed, software applications, memory, keys on the keyboard, etc. always valued?

Could “more of some feature” even make a customer unhappy?


What is the elasticity of the peanut

What is the elasticity of the peanut?

Searching for the

Market’s Response Function


Introduction to integrated business management

Suppose you could design the ideal candy bar. How many peanuts would you put in the candy bar to make you the happiest?

  • None

  • A few?

  • A bunch?

  • A whole lot?


Introduction to integrated business management

Um-um good

Yuk

None few bunchwhole lot

Influence of peanuts on candy bar enjoyment

Number of Peanuts


Introduction to integrated business management

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