Understanding Markets and Strategy: How to Exploit Markets for Sustainable Business Growth
- 4h 36m
- Malcolm Morley
- Kogan Page
- 2014
Explaining the context, meaning and value of markets, this book shows how to analyze markets, develop suitable strategies and respond appropriately to changing competitive dynamics. Debunking myths around how markets are defined, it provides ways to take advantage of the assets a company possesses and develop new assets for the target market.
Malcolm Morley explains, using practical tools and techniques, how marketing needs to be a product of, and consistent with, strategic competitive and corporate analysis, and he explores the organizational implications of the strategies, resources, competencies and capabilities of expansion into international territories.
Ideal for strategic planners, directors and senior managers as well as marketing managers, Understanding Markets and Strategy provides everything necessary to understand markets and create a strategic context for the development of credible commercial plans.
About the Author
Malcolm Morley is a serving chief executive and leader who has worked at board level in both the private and public sectors. As a management consultant he gained international experience developing senior managers into leaders, developing strategies in a diverse range of markets and supporting strategic and organizational change. As an academic specializing in strategic management he lectures on MBA courses, speaks at conferences and provides masterclasses for senior managers. He has maintained his academic interest and input and is currently a Visiting Senior Fellow of Suffolk Business School.
In this Book
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Understanding Markets and Strategy—How to Exploit Markets for Sustainable Business Growth
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Introduction
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So, what is a market?
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What makes markets attractive?
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Where do markets exist?
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Have to buy or discretionary buy?
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Products and services
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Product and service benefits and price
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Market segmentation
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How to analyse markets
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How to develop market scenarios – demand
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How to develop market scenarios – competition
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Market scenarios – future strategic market issues
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Putting the company and its competitors in the context of the market
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What is success?
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What is strategy and why is the strategy process important?
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Competing in markets
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Making strategic choices and corporate strategy
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Epilogue
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References
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