Tafero's Lesson Plans of Day - Strategic Management - Implementations Continued (Two) - Eleven

Lesson 11 – Continuation of Implementation Strategies

1. *****The Strategic Business Unit274
a. Chief Executive Officer (CEO)- Strategic Manager
b. Chief Strategic Officer (CSO)
c. Chief Finance Officer (CFO) – Accounting Manager
d. Chief Operating Officer (COO) – Factory Manager
e. Chief Information Officer (CIO) – Web Site Coordinator and Research Manager*
• Giving both of these important functions to the same person can be very dangerous; the chance that one task will be done and the other neglected will be very high. It is recommended that TWO people with two distinct titles be given for these two functions.
f. VP of Human Resources – Personnel Director
g. VP of Marketing – (Sales and Advertising Director)*
• Giving both of these important functions to the same person can be very dangerous; the chance that one task will be done and the other neglected will be very high. It is recommended that TWO people with two distinct titles be given for these two functions.
The upper elements of the SBU usually are referred to as the Board of Trustees and the CEO is usually the Chairperson of this group.
2. *****Marketing Issues 306
a. Exclusive or Multiple distributors?
b. Heavy, Light or No TV advertising?
c. Exclusive customer benefits or not?
d. Price Leader or Follower?
e. Complete or Limited Warranty (Quality)?
f. Sales professionals paid on straight commission or salary/commission?
g. Advertising online primary revenue stream or not?

3. *****Elements of Market Segmentation309
a. Geographic – region, province, city, size, density, climate
b. Demographic – age, gender, family size, income, occupation, education, religion, race, nationality
c. Psychographic – social class, personality
d. Behavioral – usage, benefit sought, user status, user rate, loyalty status, readiness, attitude

4. *****Positioning311
a. Select criteria or benchmarks of the industry
b. Map your competition according to various variables: personal /impersonal, aggressive/passive with two dimensions and an axis at a time
c. Look for vacant or scarcely populated areas
d. Develop a Plan A to position your company in that vacant or scarcely populated area

ICA - HW 11 – Four Essays

1. Discuss the Strategic Business Unit
2. Discuss Marketing Issues
3. Discuss Elements of Market Segmentation
4. Discuss Positioning

Internet Resources for this lesson:

General Reference Material For All Content

http://www.easternstudiesdatabase.cn

Positioning
www.learnmarketing.net/positioning.htm

Strategic Business Units

www.gavrielshaw.com/.../business.../strategic-business-units/