some additional models

8/18/2019 Some Additional Models

1/20

Some Additional Models

Syed Ferhat Anwar

Professor, IBA


2/20

PEST (1 of 4)

An organiations o!erating en"ironment #an $eanalyed $y loo%ing at& E'ternal for#es (those factors that an organization has

no control over), Internal for#es (factors that an organization has direct

control over)

The e'ternal en"ironment of an organiation #an$e analyed $y #ond#ting a P.E.S.T analysisThis is a sim!le analysis of an organiationPolitical, Economical Social and Technological en"ironment


3/20

PEST (* of 4)

PoliticalPoliti#al fa#tors #an ha"e a dire#t im!a#t

on the way $siness o!erates +e#isionsmade $y go"ernment affe#t or e"eryday li"es and #an #ome in the form of!oli#y or legislation The go"ernments

introd#tion of a stattory minimm wageaffe#ts all $sinesses, as do #onsmerand health and safety laws and so on


4/20

PEST

Economical

All $sinesses are affe#ted $y e#onomi#al

fa#tors nationally and glo$ally Interestrate !oli#y and fis#al !oli#y will ha"e to $e

set a##ordingly hether an e#onomy is in

a $oom, re#ession or re#o"ery will also

effe#t #onsmer #onfiden#e and $eha"ior


5/20

PEST (- of 4)

Social

ithin so#iety for#es s#h as family,

friends, media affe#t or attitde, interestand o!inions These for#es sha!e who we

are as !eo!le and the way we $eha"e and

what we ltimately !r#hase


6/20

PEST (4 of 4)

Technological

.hanges in te#hnology is #hanging the way

$siness o!erates The Internet is ha"ing a

!rofond im!a#t on the mar%eting mi' strategyof organiations The #hallenge these

organiation fa#es is to ensre that they #an

deli"er on their !romise Those $sinesses,

whi#h are slow to rea#t, will fall at the first few

hrdles


7/20

3C's model of Kenichi Ohmae (1 of 4)

The Strategic triangle

/nly $y integrating the three .0s

(Customer , Cororate, and Cometitor )in a strategi# triangle, a sstained

#om!etiti"e ad"antage #an e'ist


8/20

3C's model of Kenichi Ohmae (! of 4)

Cororate"#ased strategies These strategies aim to ma'imie the

#or!oration0s strengths relati"e to the

#om!etition in the fn#tional areas that are#riti#al to a#hie"e s##ess in the indstrySelecti$it% and se&uencing

ae or #u%

mro$ing cost"effecti$eness


9/20


Customer"#ased strategies In the long rn, the #or!oration that is geninely

interested in its #stomers will $e interesting for

its in"estorsSegmenting #% o#*ecti$es

Segmenting #% customer co$erage

Segmenting the maret once more


10/20


Cometitor"#ased strategies These strategies #an $e #onstr#ted $y loo%ing

at !ossi$le sor#es of differentiation in fn#tions

s#h as& !r#hasing, design, engineering, salesand ser"i#ing


11/20

+rand Personalit% ,imensions

(-aer)


12/20

-, atri/

The A+ Matri' from Arthr + ittle is a !ortfolio managementmethod


13/20

+ass ,iffusion odel (1 of *)

The Bass +iffsion Model on the ado!tion

and diffsion of new !rod#ts and

te#hnologies $y Fran% M Bass (A 2ew

Prod#t 3rowth Model for .onsmer

+ra$les


14/20

+ass ,iffusion odel (! of !)

The three !arameters of the Bass +iffsion Model to !redi#t 2t (2m$er ofado!ters at time t) are&m 5 the mar%et !otential6 the total nm$er of !eo!le who will e"entally

se the !rod#t!5 the #oeffi#ient of inno"ation (e'ternal inflen#e)6 the li%elihood that

some$ody who is not yet sing the !rod#t will start sing it $e#ase of

mass media #o"erage or other e'ternal fa#tors75 the #oeffi#ient of imitation (internal inflen#e)6 the li%elihood that

some$ody who is not yet sing the !rod#t will start sing it $e#ase of

8word9of9moth8 or other inflen#e from those already sing the !rod#t


15/20

+rand -sset 0aluator (1 of )

easuring +rand0alue. E/lanation of+rand -sset 0aluatorof 2oung u#icam.

measres $rand"ale $y a!!lying

for $road fa#tors


16/20

+rand -sset 0aluator (! of )

,ifferentiation +ifferentiation is the

a$ility for a $rand to $e distingished

from its #om!etitors A $rand shold $e

as ni7e as !ossi$le Brand health is

$ilt, and maintained, $y offering a set of

differentiating !romises to #onsmers

And $y deli"ering those !romises tole"erage "ale


17/20


ele$ance :ele"an#e is the a#tal and

!er#ei"ed im!ortan#e of the $rand to a

large #onsmer mar%et segment This

gages the !ersonal a!!ro!riateness of

a $rand to #onsmers and is strongly

tied to hosehold !enetration (the

!er#entage of hoseholds that !r#hasethe $rand)


18/20


Esteem Esteem is the !er#ei"ed 7ality

and #onsmer !er#e!tions a$ot the

growing or de#lining !o!larity of a

$rand +oes the $rand %ee! its!romises; The #onsmer0s res!onse to

a mar%eter0s $rand9$ilding a#ti"ity is

dri"en $y his !er#e!tion of two fa#tors&7ality and !o!larity Both "ary $y

#ontry and #ltre


19/20

+rand -sset 0aluator ( of )

Kno5ledge


20/20

+rand dentit% Prism

(Kaferer)

A##ording to =ean9

2o>l

some additional models

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