Тема №2: Маркетинговые стратегии.

The basis of competition

Companies derive competitive advantage from how an organization produces its products, how it acts within a market relative to its competitors, or other aspects of the business. Specific approaches may include:

Differentiation, in which products compete by offering a unique combination of features. Apple's products typically compete via differentiation.

Cost, in which products compete to offer an acceptable list of features at the lowest possible cost. Segmentation, in which products are tailored for the unique needs of a specific market, instead of trying to serve all consumers.

Evaluating strategy

Johnson, Scholes and Whittington present a model in which strategic options are evaluated against three key success criteria:

Suitability

Suitability deals with the overall rationale of the strategy.

Evaluation tools include strength, weakness, opportunity, threat (SWOT) analysis.

Feasibility

Feasibility is concerned with whether the organization has the resources required to implement the strategy. Resources include capital, people, time, market access and expertise. Evaluation tools include: cash flow analysis and forecasting, break-even analysis, resource deployment analysis.

Acceptability

Acceptability is concerned with the expectations of the identified stakeholders (shareholders, employees and customers, etc.) with the expected financial and non-financial outcomes. Return deals with stakeholder benefits. Risk deals with the probability and consequences of failure. Employees are particularly likely to have concerns about non-financial issues such as working conditions and outsourcing.

Evaluation tools include: what-if analysis, stakeholder mapping

Задание 1.

1.1. Определите, является утверждение:

a. истинным

b. ложным

c. тексте нет информации

Feasibility is concerned with whether the organization has the resources required to implement the strategy.

1.2. Определите, является утверждение:

a. истинным

b. ложным

c. тексте нет информации

Acceptability is concerned with strategic options.

1.3. Определите, является утверждение:

a. истинным

b. ложным

c. тексте нет информации

Key success criteria are applied in organization to be on the top.

Задание 2.

Укажите, какой части текста (1,2,3,4,5,6,7) соответствует следующая информация:

Suitability deals with the overall rationale of the strategy.

Johnson, Scholes and Whittington present evaluating strategy.

Задание 3.

Прочтите параграф 1 и ответьте на следующие вопросы:

1. Does the paragraph describe competitive advantage?

2. Is the paragraph only about specific approaches used in business?

3. Is the first sentence of the paragraph the topic sentence, and the rest of the paragraph exemplification?

Прочтите параграф 7 и ответьте на следующие вопросы:

1. Does the paragraph talk about the expectations of the identified stakeholders?

2. Are financial and non-financial outcomes mentioned as an example of risk in the paragraph?

3. Is the theme of the paragraph how to gain benefits in management?