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Aaker - Strategic Market Management

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Aaker - Strategic Market Management
STRATEGIC
MARKET
MANAGEMENT
GLOBAL

PERSPECTIVES iPITI David A. Aaker
Damien McLoughlin

)WILEY
A John Wiley and Sons, Ltd, Publication

CONTENTS

Preface

ix

Acknowledgements
Chapter 1

xiii

Strategic Market Management: An Introduction and Overview
What is a Business Strategy?
Strategic Market Management
Marketing and its Role in Strategy

1
3
10
15

PART I

STRATEGIC ANALYSIS

19

Chapter 2

External and Customer Analysis
External Analysis
When Should an External Analysis be Conducted?
The Scope of Customer Analysis
Segmentation
Customer Motivations
Unmet Needs

21
21
25
26
26
31
35

Chapter 3

Competitor Analysis
Identifying Competitors - Customer-Based Approaches
Identifying Competitors - Strategic Groups
Potential Competitors
Competitor Analysis — Understanding Competitors
Competitor Strengths and Weaknesses
Obtaining Information on Competitors

41
43
45
46
47
52
58

Chapter 4

Market/Submarket Analysis
Dimensions of a Market/Submarket Analysis
Emerging Submarkets
Actual and Potential Market or Submarket*Size
Market and Submarket Growth
Market and Submarket Profitability Analysis
Cost Structure
Distribution Systems
Market Trends
Key Success Factors
Risks in High-Growth Markets

60
61
61
62
65
68
70
71
72
73
74

vi Contents
Chapter 5

Chapter 6

Environmental Analysis and Strategic Uncertainty
Technology Trends
Consumer Trends
Government/Economic Trends
Dealing with Strategic Uncertainty
Impact Analysis - Assessing the Impact of Strategic
Uncertainties
Scenario Analysis
Internal Analysis
Financial Analysis - Sales and Profitability
Performance Measurement - Beyond Profitability
Strengths and Weaknesses
Threats and Opportunities
From Analysis to Strategy
Cases for the End of Part I
Case 1 - Understanding and Working with Industry
Trends. The Future of Newspapers
Case 2 - Evaluating and Assessing the Implications of a New Business
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