Marketing Strategy and Competitive Positioning

by Hooley, Graham; Saunders, John; Piercy, Nigel F.; Nicoulaud, Brigitte

• ISBN13: 9780273655169
• ISBN10: 0273655167
• Edition: 4th
• Format: Paperback
• Copyright: 2008-01-01
• Publisher: Prentice Hall

Summary

Marketing Strategy and Competitive Positioning deals with the process of developing and implementing a marketing strategy. The third edition focuses on competitive positioning at the heart of marketing strategy and includes in-depth discussion of the processes used in marketing to achieve competitive advantage.

Author Biography

Graham Hooley is Professor of Marketing at Aston Business School and Senior Pro-Vice Chancellor of Aston University.

Table of Contents

Preface	xvii
Acknowledgements	xx
Abbreviations	xxiii
1 Marketing Strategy
1 Market-led strategic management	3	(30)
Introduction	3	(4)
1.1 The marketing concept and market orientation	7	(4)
1.2 The resource-based view of marketing	11	(6)
1.3 Organisational stakeholders	17	(5)
1.4 Marketing fundamentals	22	(6)
1.5 The role of marketing in leading strategic	28	(1)
1.6 Summary	29	(1)
Case Study: Psion	30	(1)
Discussion questions	31	(2)
2 Strategic marketing planning	33	(26)
Introduction	33	(2)
2.1 Defining the business purpose or mission	35	(3)
2.2 The marketing strategy process	38	(2)
2.3 Establishing the core strategy	40	(8)
2.4 Creation of the competitive positioning	48	(4)
2.5 Implementation	52	(4)
2.6 Summary	56	(1)
Case Study: Playboy	57	(1)
Discussion questions	58	(1)
3 Portfolio analysis	59	(34)
Introduction	59	(3)
3.1 Portfolio planning	62	(2)
3.2 The Boston Consulting Group Growth-Share Matrix	64	(8)
3.3 Multi-factor approaches to portfolio modelling	72	(6)
3.4 The process of portfolio planning	78	(4)
3.5 Financial portfolio theory	82	(3)
3.6 Resource portfolios	85	(2)
3.7 Summary	87	(2)
Case Study: Heinz	89	(1)
Discussion questions	90	(3)
Part 2 Competitive Market Analysis
4 The changing market environment	93	(24)
Introduction	93	(1)
4.1 A framework for macro-environmental analysis	94	(1)
4.2 The economic and political environment	94	(6)
4.3 The social and cultural environment	100	(5)
4.4 The technological environment	105	(2)
4.5 Changes in marketing infrastructure and practices	107	(2)
4.6 New strategies for changing environments	109	(4)
4.7 Summary	113	(1)
Case Study: Smart houses	113	(2)
Discussion questions	115	(2)
5 Analysis of the competitive environment	117	(22)
Introduction	117	(1)
5.1 The Five Forces Model of industry competition	117	(1)
5.2 Strategic groups	118	(5)
5.3 Industry evolution and forecasting	123	(3)
5.4 Environmental stability	126	(3)
5.5 SPACE analysis	129	(5)
5.6 The Advantage Matrix	134	(2)
5.7 Summary	136	(1)
Case Study: Virgin Megastore	137	(1)
Discussion questions	138	(1)
6 Assessment of organisational resources	139	(40)
Introduction	139	(1)
6.1 Understanding marketing resources	140	(5)
6.2 The resource-based view of the firm	145	(4)
6.3 Identifying the core competencies of the organisation	149	(4)
6.4 Auditing resources	153	(4)
6.5 Itemising marketing assets	157	(14)
6.6 Assessing marketing capabilities	171	(2)
6.7 Developing and exploiting resources	173	(1)
6.8 Summary	174	(1)
Case Study: H&M Stores	175	(2)
Discussion questions	177	(2)
7 Customer analysis	179	(24)
Introduction	179	(1)
7.1 What we need to know about customers	180	(3)
7.2 Marketing research	183	(10)
7.3 The marketing research process	193	(2)
7.4 Organising customer information	195	(3)
7.5 Summary	198	(1)
Case Study: Procter & Gamble	199	(2)
Discussion questions	201	(2)
8 Competitor analysis	203	(30)
Introduction	203	(1)
8.1 Competitive benchmarking	204	(3)
8.2 The dimensions of competitor analysis	207	(15)
8.3 Choosing good competitors	222	(4)
8.4 Obtaining and disseminating competitive information	226	(3)
8.5 Summary	229	(2)
Case Study: Emap	231	(1)
Discussion questions	232	(1)
9 Forecasting future demand and market requirements	233
Introduction	233	(1)
9.1 Forecasting what?	234	(1)
9.2 Forecasts based on current demand	235	(2)
9.3 Forecasts based on past demand	237	(13)
9.4 Forecasting through experimentation	250	(4)
9.5 Forecasting through intentions and expert opinions	254	(4)
9.6 Summary	258	(3)
Case Study: Boeing	261	(1)
Discussion questions	261	(4)
Part 3 Identifying Current and Future Competitive Positions
10 Segmentation and positioning principles	265	(38)
Introduction	265	(2)
10.1 Principles of competitive positioning	267	(3)
10.2 Principles of market segmentation	270	(1)
10.3 The underlying premises of market segmentation	271	(2)
10.4 Bases for segmenting markets	273	(1)
10.5 Segmenting consumer markets	274	(14)
10.6 Segmenting business markets	288	(5)
10.7 Identifying and describing market segments	293	(1)
10.8 The benefits of segmenting markets	294	(1)
10.9 Implementing market segmentation	295	(4)
10.10 Summary	299	(1)
Case Study: Internet Exchange	300	(2)
Discussion questions	302	(1)
11 Segmentation and positioning research	303	(34)
Introduction	303	(3)
11.1 A priori segmentation approaches	306	(5)
11.2 Post-hoc/cluster-based segmentation approaches	311	(9)
11.3 Qualitative approaches to positioning research	320	(3)
11.4 Quantitative approaches to positioning research	323	(10)
11.5 Summary	333	(2)
Case Study: Asianet, Zee TV, Namaste and more	335	(1)
Discussion questions	336	(1)
12 Selecting market targets	337	(30)
Introduction	337	(2)
12.1 The process of market definition	339	(3)
12.2 Defining how the market is segmented	342	(2)
12.3 Determining market segment attractiveness	344	(10)
12.4 Determining current and potential strengths	354	(3)
12.5 Making market and segment choices	357	(3)
12.6 Alternative targeting strategies	360	(2)
12.7 Summary	362	(1)
Case Study: Cadillac	363	(1)
Discussion questions	364	(3)
Part 4 Competitive Positioning Strategies
13 Creating sustainable competitive advantage	367	(24)
Introduction	367	(1)
13.1 Using organisational resources to create sustainable competitive advantage	367	(3)
13.2 Generic routes to competitive advantage	370	(1)
13.3 Achieving cost leadership	371	(4)
13.4 Achieving differentiation	375	(10)
13.5 Sustaining competitive advantage	385	(2)
13.6 Summary	387	(1)
Case Study: Nokia	387	(2)
Discussion questions	389	(2)
14 Offensive and defensive competitive strategies	391	(22)
Introduction	391	(1)
14.1 Build strategies	392	(7)
14.2 Holding and defensive strategies	399	(6)
14.3 Market niche strategies	405	(2)
14.4 Harvesting strategies	407	(1)
14.5 Divestment/deletion	408	(1)
14.6 Matching managerial skills to strategic tasks	409	(1)
14.7 Summary	410	(1)
Case Study: BSkyB	410	(2)
Discussion questions	412	(1)
15 Competing through strategic alliances and networks	413	(30)
Introduction	413	(2)
15.1 The era of strategic collaboration	415	(2)
15.2 The drivers of collaboration strategies	417	(4)
15.3 Types of network	421	(5)
15.4 Alliances and partnerships	426	(3)
15.5 Strategic alliances as a competitive force	429	(1)
15.6 The risks In strategic alliances	430	(4)
15.7 Competing through strategic alliances	434	(3)
15.8 Summary	437	(1)
Case Study: Napster	438	(4)
Discussion questions	442	(1)
16 Competing through superior service and customer relationships	443	(22)
Introduction	443	(2)
16.1 The goods and services spectrum	445	(2)
16.2 Relationship marketing	447	(5)
16.3 The three Ss of customer service	452	(1)
16.4 Providing superior service	452	(4)
16.5 Measuring and monitoring customer satisfaction	456	(5)
16.6 Summary	461	(1)
Case Study: Petite Pictet & Cie	461	(2)
Discussion questions	463	(2)
17 Competing through innovation	465	(24)
Introduction	465	(1)
17.1 New product success and failure	466	(4)
17.2 `Planned innovation	470	(3)
17.3 The new product development process	473	(8)
17.4 Speeding new product development	481	(1)
17.5 Organising for new product development	482	(3)
17.6 Summary	485	(1)
Case Study: Obituary of Ely Callaway	486	(2)
Discussion questions	488	(1)
18 Competing through e-marketing	489	(30)
Introduction	489	(2)
18.1 The growth of the Internet as a marketing medium	491	(8)
18.2 The metrics of e-marketing	499	(2)
18.3 e-marketing research	501	(4)
18.4 The impact of e-marketing on marketing strategy	505	(10)
18.5 Emerging themes in e-marketing	515	(1)
18.6 Summary	515	(1)
Case Study: Tesco Online	516	(2)
Discussion questions	518	(1)
19 Implementation through internal marketing	519	(34)
Introduction	519	(3)
19.1 The development of internal marketing	522	(2)
19.2 The scope of internal marketing	524	(13)
19.3 Planning for internal marketing	537	(2)
19.4 Partnership with human resource management	539	(8)
19.5 Summary	547	(1)
Case Study: DaimlerChrysler UK	548	(1)
Discussion questions	549	(4)
Part 5 Conclusions
20 Marketing strategies for the twenty-first century	553	(53)
Introduction	553	(1)
20.1 The changing competitive arena	554	(6)
20.2 Fundamentals of strategy in a changing world	560	(7)
20.3 Competitive positioning strategies	567	(14)
20.4 Summary	581	(1)
Case Study: It's scary out there	581	(2)
Discussion questions	583	(1)
References	584	(22)
Indices
By author	606	(6)
By company/brand	612	(7)
By subject	619