Professional Documents
Culture Documents
SR
Sun Tzu Six
Strategic Principles
• Win All Without Fighting
• Avoid Strength, Attack Weakness
• Deception and Foreknowledge
• Speed and Preparation
• Shape Your Opponent
• Character-Based Leadership
Porter’s Model
Porter’s Model
Competitive Advantage
Lower Cost Differentiation
Broad
1. Cost Leadership 2. Differentiation
Target
Competitive
Scope
3A. Cost Focus 3B. Differentiation
Narrow
Focus
Target
Porter’s Model
Competitive Advantage
Lower Cost Differentiation
RELIANCE ROLEX
Competitive
Scope 3A. Cost Focus 3B. Differentiation
Focus
Narrow NIKE JOGGER
POLAROID
PEPSI
Target
Kotler Model(1996)
• Market Leader
• Market Challenger
• Market Follower
• Market Nicher
Howard-ShethModel of Consumer
Behaviour
INPUT INFORMATION PROCESSING DECISION PROCESS INFLUENCES
Environmental
Influences
Exposure Problem
Recognition • Culture
• Social Class
Stimuli: • Personal
Attention Internal Information • Family
Marketer Search Search • Situation
Dominated
& Other Comprehension Memory Evaluation of Individual
Alternatives Differences
Acceptance • Resources
Purchase • Motivation &
Involvement
Post-Purchase • Knowledge
Retention Evaluation • Attitudes
• Personality, Values
& Lifestyle
External Dissatisfaction Satisfaction
Search
Ansoff’s Matrix (Product/Market Matrix)
Penetration
New Products
Market
Growth
Rate Medium 10%
(Percent)
Cash Cows (III) Dogs (IV)
Low 0%
The GE Business Screen