Understanding Markets and Strategy - Malcolm Morley

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Résumé :
In order to expand your business in existing and into new and diverse markets, it is vital that strategies and plans can be developed with realistic prospects of success. Understanding Markets and Strategy explains the context, meaning and value of markets. It shows you how to analyze them, develop appropriate strategies and respond appropriately to changing competitive dynamics, ensuring that resources are used to create the greatest chances of success. Debunking myths around how markets are defined, it explores how to exploit the assets you currently possess and how to develop new assets for the target market. It also explores the implications for the strategies, resources, competencies and capabilities of expansion into international territories on your organization. The author explains, with practical tools and techniques, how marketing needs to be a product of, and consistent with, strategic competitive and corporate analysis.

Ideal for Directors and senior managers as well as strategic planners and marketing managers, it provides you with everything you need to understand markets and to create a strategic context for the development of credible and robust commercial strategies and plans to exploit them.

Biographie:
Malcolm Morley is a serving chief executive and leader who has worked at board level in both the private and public sectors. As a management consultant he gained international experience developing senior managers into leaders, developing strategies in a diverse range of markets and supporting strategic and organizational change. As an academic specializing in strategic management he lectures on MBA courses, speaks at conferences and provides masterclasses for senior managers. He has maintained his academic interest and input and is currently a Visiting Professor in Strategic Management at University of Bedfordshire.

Sommaire:
Chapter - 00: Introduction; Chapter - 01: So, what is a market?; Chapter - 02: What makes markets attractive?; Chapter - 03: Where do markets exist?; Chapter - 04: Have to buy or discretionary buy?; Chapter - 05: Products and services; Chapter - 06: Product and service benefits and price; Chapter - 07: Market segmentation; Chapter - 08: How to analyse markets; Chapter - 09: How to develop market scenarios - demand; Chapter - 10: How to develop market scenarios - competition; Chapter - 11: Market scenarios - future strategic market issues; Chapter - 12: Putting the company and its competitors in the context of the market; Chapter - 13: What is success?; Chapter - 14: What is strategy and why is the strategy process important?; Chapter - 15: Competing in markets; Chapter - 16: Making strategic choices and corporate strategy