The strategic pathway
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Strategic thinking and thinking strategically. Market sensing and learning strategy. Strategic market choices and targets. Customer value strategy and positionin g. Strategic relationships and networks. Strategic transformation and strategy implementation.

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The strategic pathway

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The strategic pathway

Strategic thinking and

thinking strategically

Market

sensing

and

learning

strategy

Strategic

market

choices

and

targets

Customer

value

strategy

and

positioning

Strategic

relationships

and

networks

Strategic

transformation

and strategy

implementation

The strategic pathway


The strategic pathway

The customer is always right-handed:Customer satisfaction, customer sophistication and market granularity


The customer comes in all shapes and sizes

The customer comes in all shapes and sizes


Agenda

Agenda

  • The customer conundrum (puzzle)

  • The sophisticated customer

  • Market shifts and quakes

    • consumer market changes

    • market granularity

    • re-shaped business-to-business markets

  • How can marketing processes respond to these changes?


The customer conundrum

Customer service is bad all over

Customer satisfaction and customer loyalty

satisfaction and loyalty are not the same

The real customer problem

do we know what service to maximise?

can we deliver what we promised?

happy customers and happy employees?

The problem is strategy

The customer conundrum


4 boxes

4 BOXES

  • We do it all for you - the customer


Customer satisfaction versus customer loyalty

Customer satisfaction versuscustomer loyalty

Customer loyalty

High

Low

High

Happy

wanderers

Satisfied

stayers

Customer

satisfaction

Hostages

Dealers

Low


Customer expectations and outcomes

Customer expectations and outcomes

The service and quality

we promise

High

Low

Good

I am in

LOVE – I

didn’t know

you were this

good!

OK.

You get what

you pay for.

The service

and quality

the customer

receives

OK.

It’s bad,

but it’s what

I expected.

I HATE you

bastards –

you lied to me!

Bad


Service and quality versus customer satisfaction

Service and quality versus customer satisfaction

Impact of service and quality on

customer satisfaction/retention

High

Low

High

Smart

servicers

Over-

servicers

Service and

quality level

Under-

servicers

Non-

servicers

Low


Customer satisfaction and the internal market

Customer satisfaction and the internal market

External customer satisfaction

High

Low

Synergy

“happy”

customers

and “happy”

employees

Internal

euphoria

“Never mind the

customer, what

about the

squash ladder?”

High

Internal

customer

satisfaction

Coercion

“you WILL be

committed to

customers,

or else…

Alienation

“unhappy”

customers

and “unhappy”

employees

Low


The sophisticated customer

The sophisticated customer

Issue

Customers and markets have changed:

  • Customers wised up to marketing

  • Know what marketers are up to

  • Traditional marketing consistently underestimates intelligence of customer


Do you agree

DO YOU AGREE?

  • Your parents

    • Unwised to marketing

    • No idea what marketers were up to

    • Their intelligence underestimated by marketers who now recognise it


Market shifts and quakes consumer markets

The typical family

a new phenomenom?

The MySpace Generation –

ok, but they eat, drink, clothe themselves etc

Saga Louts –

that’s me!

The pink market

– women are a new phenomenon

The wealthy

- too

The poor –

too – a novelty!

Market shifts and quakes – Consumer markets


Market shifts and quakes consumer markets1

Market shifts and quakes – Consumer markets

  • Ethnic markets

    • – 21st C.?

  • The green and ethical consumer

    • – vegetarians? Ethical?

  • The Neo-Cromwellians –

    • Puritans existed pre Cromwell

  • Scared consumers –

    • ho yus!


Market shifts and quakes market granularity

Market shifts and quakes – Market granularity

  • Shift in focus from “megatrends” to “microtrends”

  • Broad market trends average out important differences

  • The issue shifts from huge cultural shifts to new “identity groups”


Market shifts and quakes reshaped business to business markets

Dominant customers

Impact of customer power

Bad customers

who play the rules

who break the rules

who make the rules

Market shifts and quakes – Reshaped business-to-business markets


How can marketing processes respond

Radical and disruptive changes in market structures have left traditional marketing behind

The urgent challenge is to update how we “do” marketing to reflect how customers and markets have changed

????

How can marketing processes respond?


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