Tactical marketing plan Marketing plan Corporate and Division Strategic Planning All corporate headquarters undertake four planning activities Defining the Corporate Mission Establishing Strategic Business Units (SBUs) Assigning resources to each SBU Planning new businesses‚ downsizing‚ or terminating older businesses Defining the Corporate Mission Mission statements define which competitive scopes the company will operate in Industry scope Products and applications scope Competence scope
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OASIS HONG KONG AIRLINES LIMITED – WHAT WENT WRONG AND WHAT SHOULD HAVE DONE TO SAVE IT FROM BANKCRUPTCY Table of Content 1. 2. 3. 4. 5. 6. Company Background Liquidation Timeline Causes of Failure Impacts of Oasis’s Case What Should Have Done to Save Oasis from Bankruptcy Conclusion Company Background Oasis Hong Kong Airlines Limited • Long-haul budget airline • Hub at Hong Kong International Airport • Founder Mr. Raymond Lee Ms. Priscilla Lee • Started operation – Oct 26‚ 2006 Company
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Strategic Business Unit (SBU)‚ in Sri Lanka. The strategies are concerned with the market‚ product‚ pricing‚ distribution and communication/ promotion strategies for the Srilankan Air Taxi. The time period for the strategic marketing plan for SriLankan airline will take place over 3 years from July 1st 2008 to July 1st 2010. Market strategies for the SriLankan Air Taxi are to employ a multi-market strategy‚ whilst retaining the overall strategy of the company. Commitment to the SBU with specific reference
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START-UP BUSINESS STRATEGY Even small firms with a single business and only a few related product offerings or start-ups with a single product must decide how they will compete. And just like an SBU in a major corporation such as 3M‚ their competitive strategies should be tailored to their unique resources and competencies and aimed at securing a sustainable advantage over existing or potential competitors. Therefore‚ the same set of generic competitive strategies are just as appropriate for small
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Brazil’s Gol Linhas Aereas Inteligentes (Smart Airlines) GOL Linhas Aéreas Inteligentes (Smart Airlines) Established: 2001 Headquarters: Sao Paulo‚ Brazil Fleet: 127 airplanes‚ all 737s‚ including 737-300s and Next- Generation -700s and -800s. Customer base: Using a discount model similar to Southwest Airlines in the U.S. GOL holds about 35 to 40 percent of the domestic air travel market. Since launching operations‚ GOL has been South America’s fastest-growing airline. GOL’s initial fleet: 25
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and 1983‚ involved 2‚600 strategic business units (SBU)‚ from 200 companies. Today 3‚811 observations exist; PIMS is managed by PIMS Associates in London. Each SBU give information on the market within which they operated‚ the products they had brought to market and the efficacy of the strategies they had implemented. The PIMS project analysed the data they had gathered to identify the options‚ problems‚ resources and opportunities faced by each SBU. Based on the spread of each business across different
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12. Strategies & MCS Impact of different strategies on design MCS ‚ Role of MCS in identifying relevant and potential strategies & strategic uncertain. 1. Impact of different strategies on design MCS: Strategic missions and competitive strategies are important to MCS designers because they define to everyone in the organization what is critical to success. A business’s critical success factors should‚ in turn‚ be directly related to the results measures included in a result measures included in a
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implement due to conflict between cost minimization and cost of value-added differentiation. Post-Porter(1980) research indicates companies pursuing differentiation/low-cost strategies may be more successful than companies pursuing only one strategy. (RyanAir/EasyJet/Dell) low cost strategy rarely able to provide a sustainable competitive advantage - firms end up in price wars. best cost strategy is preferred - best value for low price. CLS - winning market share by appealing to cost-conscious/price-sensitive
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Level Corporate Strategy • Mission and vision • Objectives • Business portfolio strategy • Resource development • Corporate values SBU Strategy • Business definition • Objectives • Product market portfolio • Competitive strategy • Resource allocation and management Strategic Business Unit Level SBU Strategy SBU Strategy Functional Level of Marketing Strategy SBU •Marketing objectives •Product/markets strategies R&D Strategy Technology Product development Production and operation strategy
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good management exercised‚ perhaps combined with an element of Napoleonic luck on the part of the individuals running these companies. The importance of low cost carriers as major suppliers of air services in short-haul markets is exemplified in by Ryanair being the larger movers of air travelers within Europe‚ and Southwest having the same position in the United States. Low-cost airlines are also becoming significant factors in airport planning. Their requirements differ from those of ’legacy ’ carriers
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