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Introduction to Integrated Business Management

Introduction to Integrated Business Management. The Following Slides are for Quarter 2. Establishing the Firm’s Strategic Direction and Setting Up Shop (with a focus on brand design considerations). Q2, Establish Strategic Direction.

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Introduction to Integrated Business Management

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  1. Introduction to Integrated Business Management

  2. The Following Slides are for Quarter 2 • Establishing the Firm’s Strategic Direction and Setting Up Shop • (with a focus on brand design considerations)

  3. Q2, Establish Strategic Direction • Analyze market information to evaluate the market opportunity • Consider • Available financial resources • Costs to open sales outlets • Costs to set up and operate factory • Establish strategic direction • Formulate corporate strategy • Formulate functional strategies

  4. Q2, Setup Shop – Tactical Decisions • Locate factory • Build fixed plant capacity • Open initial sales offices • Design two brands for target market segments

  5. Review Software

  6. Things to Think About in Designing Brands

  7. Customers Buy Benefits,Not Features

  8. Once you select a segment, you must design a brand to meet the needs of the segment. Using the computer on the road is important to the traveler segment. What features would provide this benefit? Using the computer on the road Slim, rugged, portable design 10” color flat screen for portable Network and Internet connections

  9. How far do you go in giving the customers what they say they want? Is more speed, software applications, memory, keys on the keyboard, etc. always valued? Could “more of some feature” even make a customer unhappy?

  10. What is the elasticity of the peanut? Searching for the Market’s Response Function

  11. Suppose you could design the ideal candy bar. How many peanuts would you put in the candy bar to make you the happiest? • None • A few? • A bunch? • A whole lot?

  12. Um-um good Yuk None few bunch whole lot Influence of peanuts on candy bar enjoyment Number of Peanuts

  13. The complete presentation is available to registered instructors.

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