Business planning and market strategy:
Gespeichert in:
| 1. Verfasser: | |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
Thousand Oaks, Calif. [u.a.]
Sage
2015
|
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | Includes bibliographical references and index |
| Beschreibung: | XIV, 254 S. graph. Darst. |
| ISBN: | 9781452282152 |
Internformat
MARC
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| 010 | |a 2013039087 | ||
| 020 | |a 9781452282152 |c pbk. : alk. paper |9 978-1-4522-8215-2 | ||
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| 100 | 1 | |a Valentin, Erhard K. |e Verfasser |0 (DE-588)170672042 |4 aut | |
| 245 | 1 | 0 | |a Business planning and market strategy |c E. K. Valentin |
| 264 | 1 | |a Thousand Oaks, Calif. [u.a.] |b Sage |c 2015 | |
| 300 | |a XIV, 254 S. |b graph. Darst. | ||
| 336 | |b txt |2 rdacontent | ||
| 337 | |b n |2 rdamedia | ||
| 338 | |b nc |2 rdacarrier | ||
| 500 | |a Includes bibliographical references and index | ||
| 650 | 0 | 7 | |a Strategische Planung |0 (DE-588)4309237-8 |2 gnd |9 rswk-swf |
| 650 | 0 | 7 | |a Unternehmen |0 (DE-588)4061963-1 |2 gnd |9 rswk-swf |
| 650 | 0 | 7 | |a Geschäftsplan |0 (DE-588)4156961-1 |2 gnd |9 rswk-swf |
| 653 | |a Business planning | ||
| 653 | |a Strategic planning | ||
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| 689 | 0 | |C b |5 DE-604 | |
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| 999 | |a oai:aleph.bib-bvb.de:BVB01-027249400 | ||
Datensatz im Suchindex
| _version_ | 1804152125734780928 |
|---|---|
| adam_text | Contents
Preface
xiii
PART I:
THE BIG
PICTURE
1
í
Business Planning and Market Strategy in a Nutshell
2
Why Plan?
б
What Should Business Plans Cover?
7
What Is Our Market Strategy?
7
Which Customers Comprise Our Target Market?
7
What Is Our Value Proposition?
8
What Is Our Business Model?
8
What Market and Marketing Objectives Do We Seek?
9
What Is the Market Outlook?
9
How Will We Implement Our Strategy?
9
What Resources Will We Need?
9
What Financial Results Can Be Expected?
9
How Will Progress and Performance Be Monitored?
9
What Are Some Common Types of Business Plans?
10
How Do Corporate and Business Planning Interact?
10
What Can You Learn from This Book That You May Not Learn Elsewhere?
11
What Do the Remaining Chapters Cover?
12
Some Good Advice Before Moving On
13
¿
Market Strategy: The Business Plan s Cornerstone
15
Strategy from Two Perspectives
16
Strategy and the Game of Business
16
Strategy and Business Ecology
16
Fit and Competitive Advantage
16
Sustainability
17
Transparency
18
Accessibility
18
Exploitability
19
Durability
19
Summing Up
19
Competitive Advantage and Market Definition
20
Porter s Generic Advantages
21
Cost Advantages
21
Economies of Scale
21
Economies of Scope
23
Economies of Experience
24
Bargaining Power and Volume Discounts
24
Vertical Integration
25
Differentiation Advantages
25
Bases of Differentiation
25
Vertical and Horizontal Differentiation
26
Illusory Functional Differentiation
26
Feasibility of Differentiation
27
Positioning
27
A Word of Caution
28
Operational Effectiveness and Competitive Advantage
28
Competitive Advantage from Another Angle
30
Size
30
Access
32
Flexibility
32
Porter s Generic Strategies
34
Cost Leadership (Cost Advantage, Broad Scope)
34
Cost Focus (Cost Advantage, Narrow Scope)
34
Differentiation (Differentiation Advantage, Broad Scope)
34
Differentiation Focus (Differentiation, Narrow Scope)
35
Extreme Differentiation Focus: One-to-One Strategy
35
Strategic Decisions, Commitment, and Timing
36
Remember This
37
Mini Case: Ford s Model T—A Classic Lesson in Strategy
39
Mini Case Questions
40
Questions for Review and Discussion
40
Devising a Business Model
43
Q
Grip: A Case in Point
43
Delimiting a Venture s Scope
45
Identifying the Generic Business Model
45
Value Chains
45
Value Shops
46
Mediators
46
Virtual Businesses
46
Franchised Businesses
46
Licensing Agreements
47
Other Businesses
47
Turning the Generic Business Model into a Specific Business Model
47
Formulate a Value Proposition
47
Define the Businesses in
3D 49
Flow-Chart the Model
50
Remember This
51
Questions for Review and Discussion
52
Getting a Handle on Costs and Financial Prospects
53
Getting Started
53
Estimating Expenditures on Capital Items
54
Estimating Operating Expenditures
54
Human Resources
55
Materials and Goods for Resale
57
Other Operating Expenditures
58
Outsourcing and Cost
58
Conducting Financial Reality Checks
58
Payback Analysis
58
Breakeven Analysis
60
Remember This
62
Questions for Review and Discussion
62
Strategic Business Planning from Top to Bottom
64
Market Strategy and the Business Model
64
Translating Market Strategy into Objectives, Activities, and Required Resources
65
Functional Plans and Programs
66
Strategy and Tactics
66
Internal, Vertical, and Horizontal Coherence
68
Goals and Objectives
68
Participation in the Planning Process
69
More about Marketing Plans
69
Target Marketing, Positioning, and the Marketing Mix Revisited
69
Further Considerations: Transactional or Relational Marketing
70
Marketing Planning Tasks
70
A Summary of Essential Topics
72
Remember This
72
Questions for Review and Discussion
73
Managing the Planning Process
74
Three Approaches to Strategizing and Business Planning
75
Forecast-Driven Planning
75
Template-Driven Planning
76
Argument-Centered Planning
77
Argumentation
and Planning 78
Structuring the Planning Process 79
Planning and the Human Element 81
Personal Factors 81
Motivation
81
Cognition 8^
Emotion 8^
Group Dynamics 8^
Corporate Culture 85
A Word of Caution about Expertise 85
Remember This 86
Questions for Review and Discussion 87
PART II: ADVANCED PERSPECTIVES AND DETAILS
89
Creating Shareholder Value by Creating Customer Value
90
Shareholder Value as a Function of Customer Value, Cost, and Competition
90
Customer Value
(CV)
and Net Customer Value (NCV)
91
Cost and Value Added
92
Competition and Price
92
Further Considerations
92
Customer Value and Customer Selection
92
Cost and Sales Volume
94
Competition and Price
94
Compete, Cooperate, or Invest in Politics
94
Cooperation
94
Investing in Politics
96
More about Customer Value
96
Value from a Consumer Perspective
96
Value from a Business-to-Business Perspective
97
Value from a Reseller Perspective
98
More about Choosing and Retaining Customers
99
Mass Marketing
99
Target Marketing
100
Bases for Segmenting Markets
101
Segmenting Markets: Two Practical Approaches
103
Selecting Target Segments
105
Positioning in Brief Review
105
Expeditionary Marketing and Customer Selection
105
More about One-to-One Marketing and Customer Retention
106
8
Remember This
107
Questions for Review and Discussion
108
Situation Analysis Concepts and Frameworks
110
Situation Analysis in Overview 111
Competitor Profiling 111
Market Demand Assessment
113
From Demand Assessment to Sales Forecasting
114
The SWOT Approach to Situation Analysis
115
Strengths and Weaknesses of SWOT Analysis
115
Conspicuousness of Strategically Significant Particulars and Their Implications
116
Interdependencies Among SWOTs
116
Categorization and Strategic Insight
116
Further Limitations of the SWOT Framework
117
Making the Most of SWOT Analysis
117
Advancing Situation Analysis
120
Examining the Internal Situation
120
Internal Examination from a Resource-Based View
121
Operational Effectiveness
123
Appraising the External Environment
123
The Immediate Environment from Porter s Five Forces Perspective
123
Rivalry
124
The Threat of New Entrants
124
The Threat of Substitutes
125
Bargaining Power of Buyers
125
Bargaining Power of Suppliers
125
The Immediate Environment from a Value Net Perspective
126
Appraising the Peripheral Environment
129
Changes in Market Size
130
Demographic Shifts
130
Population Growth
130
Societal, Political, and Economic Forces
131
Fads
131
Learning
131
Technological Innovations
132
Technological Innovation and Product Displacement
132
Technological Innovation and Cost Structure
132
Network Externalities
133
Strategic Probing
133
Prospective Ventures: Poaching
134
Prospective Ventures: Pioneering
135
Defensive Vulnerability Probing
136
Vulnerability Probing and Market Definition
136
Established Businesses: Offensive Probing
137
Penetration
137
Market Development
138
Product Development
138
Diversification
138
Additional Growth Possibilities
139
Concluding Comments
139
Remember This
139
Questions for Review and Discussion
140
Reporting Situation Analyses
144
A Few Reporting Guidelines
144
A Note on Netflix
VOD
145
Historical Perspectives on Netflix
145
Branching Out
146
Similarities and Differences between the Two Businesses
146
The Impact of Copyright Law
146
Competitive Economics of DVD Rentals
147
Competitive Economics of
VOD
147
Report A: SWOT Formatting
149
Report B: Freeform Formatting
154
Strengths and Weaknesses of the Two Reports
159
Remember This
160
Questions for Review and Discussion
160
10
Coping With Uncertainties
162
Two Planning Vignettes
163
Vignette I: Top Shape
163
Vignette II: Boomtown USA
165
Narrowing Knowledge Gaps to Reduce Uncertainty
166
Explaining Assumptions and Claims to Reduce Uncertainty
167
Constructing Scenarios to Cope with Uncertainty
167
Sensitivity Analysis and Downside Risk Assessment
169
Sensitivity Analysis
169
Downside Risk Assessment
169
A Note about Options
170
Remember This
170
Questions for Review and Discussion
171
11
Projecting Financial Results and Needs
173
A Note on Cash Flow
173
A Template for Reporting Financial Projections
174
More about Pro
Formas
178
Questions for Review and Discussion
179
PART III: WRITING UP AND FOLLOWING UP
181
12
Writing and Pitching a Business Plan
182
Writing a Business Plan
183
Writing Executive Summaries
183
Crafting the Body
184
Nature of the Venture
185
Situation Analysis
186
Market Strategy
187
Marketing
187
Functional Matters not Addressed Elsewhere
187
Major Capital Expenditures and Leases
187
Implementation
187
Expected Financial Results
187
Risk
188
Appendices
188
A Few Writing Tips
188
Conduct a Final Review
189
Pitching a Business Plan
190
Remember This
191
Questions for Review and Discussion
191
13
Raising Capital and Choosing a Business Legal Structure
193
Raising Capital
194
Personal Resources
194
Funds without Strings Attached: Free Money
195
Funds with Some Strings Attached
195
Non-Personal Sources with Lots of Strings Attached
196
Angels and Venture Capitalists
196
Conventional Business Loans
197
Government Guaranteed Business Loans
197
Choosing a Business Legal Structure
198
Remember This
199
Questions for Review and Discussion
199
14
Monitoring Performance
201
Variance Analysis
202
Financial Performance in Context
202
Multi-Phase Performance Monitoring and Measuring
205
Contribution Analysis
206
Market Share as a Performance Metric
208
Questions for Review and Discussion
208
Appendix: A Sample Business Plan for Lynn s Hair in Style
210
Preface
210
Background
210
Lynn s Hair in Style Business Plan
212
Questions for Review and Discussion
235
Index
239
About the Author
254
|
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| spelling | Valentin, Erhard K. Verfasser (DE-588)170672042 aut Business planning and market strategy E. K. Valentin Thousand Oaks, Calif. [u.a.] Sage 2015 XIV, 254 S. graph. Darst. txt rdacontent n rdamedia nc rdacarrier Includes bibliographical references and index Strategische Planung (DE-588)4309237-8 gnd rswk-swf Unternehmen (DE-588)4061963-1 gnd rswk-swf Geschäftsplan (DE-588)4156961-1 gnd rswk-swf Business planning Strategic planning (DE-588)4123623-3 Lehrbuch gnd-content Unternehmen (DE-588)4061963-1 s Strategische Planung (DE-588)4309237-8 s Geschäftsplan (DE-588)4156961-1 s b DE-604 Digitalisierung UB Regensburg - ADAM Catalogue Enrichment application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=027249400&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Valentin, Erhard K. Business planning and market strategy Strategische Planung (DE-588)4309237-8 gnd Unternehmen (DE-588)4061963-1 gnd Geschäftsplan (DE-588)4156961-1 gnd |
| subject_GND | (DE-588)4309237-8 (DE-588)4061963-1 (DE-588)4156961-1 (DE-588)4123623-3 |
| title | Business planning and market strategy |
| title_auth | Business planning and market strategy |
| title_exact_search | Business planning and market strategy |
| title_full | Business planning and market strategy E. K. Valentin |
| title_fullStr | Business planning and market strategy E. K. Valentin |
| title_full_unstemmed | Business planning and market strategy E. K. Valentin |
| title_short | Business planning and market strategy |
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| topic | Strategische Planung (DE-588)4309237-8 gnd Unternehmen (DE-588)4061963-1 gnd Geschäftsplan (DE-588)4156961-1 gnd |
| topic_facet | Strategische Planung Unternehmen Geschäftsplan Lehrbuch |
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