Transcript Strategic Marketing Management: THE BIG PICTURE

NetSuite Template
Team:
• Make sure you run all 5 periods ending in 2012 – you should see
“Congratulations, you have completed the simulation”
Market Knowledge: Business Objective
Core
Competence:
Strategic Assets:
Benefits:
(select one)
Price
Industry specificity
Need for fast value
Control
Ease of use
(lower) Financial Risk
Customer Service
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Estimate Next Period’s Sources of Volume
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Market Knowledge: Strategic Decisions
business
objective
marketing
objective
source of
volume
Acquisition?
Retention?
Stimulate
Demand?
Steal Share?
2012 Goal: (#
and metric)
Category
Definition:
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Strategic Fit of Available Investments
Data security
Verticals
key activity:
marketing objective
NetSuite
University
acquisition
retention
Retail
Development
Sales Force
Training
stimulate
demand
Platinum Care
Package
earn
share
User
Experience
source of volume
NetSuite Inside
Web Sales
Force
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Summary
Strategic
Quadrant
Primary
Competitors
Target
Bodies
Which of the 4
strategic
quadrants did
you aim for?
Which companies did
you primarily compete
against?
Number of
bodies you
targeted
Beliefs
Behaviors*
Bucks
Initial and final importance(I) &
perception (P) ratings for the
variable(s) you focused on
Describe behavioral
change in your target
bodies as a result of
your execution
Impact of your
strategy on your
overall business goals
Initial
values
Variable?
I:
P:
Variable?
I:
P:
Initial
Final values
Variable:
Variable?
I:
P:
Variable?
I:
P:
Final
* Tie Behaviors to the strategy: acquisition to the category, acquisition (from competitor)
to the brand, increased volume/customer, increased price paid/customer
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