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COMPETITIVE MARKETING STRATEGY
PGP Year 2013
Term: Sep 2013 – Dec 2013
Faculty: Nagasimha Balakrishna Kanagal
Office: E-205; Phone Ext. - 3185
Secretary: Ms. KPG Rama
E-Block, II Floor
Please note that the syllabus below is tentative and subject to change.
1.0. Objective



To outline the context of Marketing Strategy in the overall purview
of Marketing Management
To illustrate both decision making situations as well as conceptual
tools to the process of marketing strategy
To enhance the ability of the participants to the process of marketing
strategy formulation
2.0. Pedagogy
Classroom sessions will be a combination of lectures, conceptual
discussions, discussions on chosen articles and research papers in the area
as well as analysis of cases - presentations and discussions. The students will
also be conducting a project study exercise on the marketing strategy
simulation software Markstrat.
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3.0. Evaluation
Evaluation will consist of the following:
Group Project
:
25%
Case Presentations / Analysis :
20%
Quizzes
:
20%
Final Exam
:
30%
Class Participation / Attendance :
05% (Please see the end
of the syllabus after the session outline for a specification of the
attendance evaluation)
4.0: Course Book
David A. Aaker. Strategic Market Management (Ninth Edition)
5.0. Group Exercise
The Markstrat Exercise is the group project.
Book : Participant Book comes along with the license
Markstrat is a marketing software simulation to learn strategic marketing
concepts such as brand portfolio strategy, segmentation and positioning
strategies, as well as operational marketing. It is an experience based
learning tool.
Participants must go beyond strategy formulation and
implement their strategic plan through decisions at the tactical level.
Markstrat3 has been developed by Jean Claude Larreche and Hubert
Gatignon from INSEAD in cooperation with a experience based training
consultancy firm StratX.
Markstrat3 is used in leading business schools such as INSEAD, London
Business School, Columbia University, Yale University, Stanford, Kellogg –
Northwestern, National University of Singapore. Markstrat3 is also used by
corporate bodies such as 3M, Coca-Cola, Hewlett Packard, IBM, Lucent,
Nestle, Bacardi, Xerox.
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6.0. Session wise course schedule
_________________________________________________________
Module 1
Strategic market analysis
_________________________________________________________
Session 1,2
Introduction to marketing strategy
Readings:
Marketing strategy decisions. Chapter 6. Marketing
Strategy by O C Ferrell, Michael D Hartline, George H.
Lucas Jr., David Luck
Case:
Benetton (A)
Session 3
Introduction to Markstrat
Session 4,5
Customer and Market Management Strategies
Readings :
Aaker David. Strategic Market Management Chapter 2
Aaker, David. Strategic Market Management Chapter 4
Kanagal, Nagasimha Balakrishna (2012) ‘Customer Value
Proposition and its Linkages in Marketing Strategy’
Academy of Taiwan Business Management Review, vol. 8,
no. 1, April
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Kanagal, Nagasimha Balakrishna (2009) ‘Role of
Relationship Marketing in Competitive Marketing
Strategy’ Journal of Management & Market Research,
vol. 2, July.
Kanagal, Nagasimha Balakrishna (2006) ‘Creating
customer Value: Successful Competitive Marketing
Strategies’. Third All India Management Scholars
International Conference on Management, Jan.
Building
customer
relationships.
Chapter
6.
Services Marketing : Valerie A Zeithaml and Mary Jo
Bitner. Irwin McGraw Hill
Case :
Federal Express : The Money Back Guarantee (A)
Case :
IDS Financial Services
Session 6
i) Internal Analysis
ii) Market scenario building
Readings:
Aaker David. Strategic Market Management Chapter 5, 6
Kanagal, Nagasimha Balakrishna (2010) ‘Issues in Internal
Analysis for Competitive Marketing Strategy’. Academy
of Taiwan Business Management Review (August)
Hagel III, and A M Sacconaghi, Jr. ‘Who will benefit
from virtual information?’ The Mckinsey Quarterly, 1996,
no.3, pg. 23-37
Exercise:
Report on watches market enclosed. Build alternative
scenarios (atleast two) for the domestic watch industry.
Consider a ten-year period.
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Session 7
Markstrat in Classroom
Module 2
Developing marketing strategies
Session 8,9
Obtaining marketing competitive advantages
Readings:
Aaker, David A. ‘Strategic Market Management’.
Chapters 7,8,9, 10.
Kanagal, Nagasimha Balakrishna (2006) ‘Competitive
Marketing Strategies through Competitive Advantages’.
Asia Pacific Management Conference XII.
Kanagal, Nagasimha Balakrishna and D V Jagadish (2000).
‘Obtaining sustainable competitive advantages. The route
of electronic commerce. National Conference on ECommerce, Institute of Public Enterprise, Feb.
Jay Kandampully and Nagasimha Balakrishna Kanagal . A
model for services strategy statement using strategic
marketing principles. Draft Paper IIMB and University of
Queensland, Australia
Case :
Wipro: Building a Global B-2-B Brand
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Session 10
Marketing Execution
Readings:
Aaker David. Strategic Market Management Chapter 15
Kanagal, Nagasimha Balakrishna (2009) ‘Issues in
Marketing Strategy Implementation’. Paper presented at
the 8th International marketing trends Congress,
sponsored by
the prime Minister of the French
Republic and held at the European
School
of
Management (ESCP-EAP), Jan 2009
Kanagal, Nagasimha Balakrishna (1999). ‘Forming
strategic alliances: Issues in conceptualization’. IIMB
Review, Journal of Indian Institute of Management
Bangalore, Dec .
Video Case :
AT&T Geopartners
Case:
Power Play (A) Nintendo in 8 bit Video Games
Session 11
Impact of customer satisfaction and public image on
marketing strategy
Readings:
Kanagal, Nagasimha Balakrishna (1999). ‘Public Image and
Marketing Strategy: an Indian Context’. Indian
Management. Journal of the All India Management
Association, vol. 38, no.1,2, Jan/Feb.
Case:
Coca-Cola India
Case :
Xerox Corporation: The Customer Satisfaction Program
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Session 12, 13
Functional Strategies - Markstrat
_________________________________________________________
Readings:
Kanagal, Nagasimha Balakrishna (2013) 'Promotions as
market transactions" Journal of Management and
Marketing Research, Academic and Business Research
Institute, Jackonsville, FL, USA, volume 12, May.
Kanagal, Nagasimha Balakrishna (2013) 'Conceptualization
of perceived value pricing in strategic marketing',
Journal of Management and Marketing Research,
Academic and Business Research Institute, Jackonsville,
FL, USA, volume 12, February.
Study
Presentations:
Product Strategy; Branding Strategy
Pricing Strategy; Market Research Studies
Promotion & Advertising Strategy
Sales and Distribution Strategy; Segmentation &
Positioning
Session 14 Strategic Marketing: Issues for an Indian firm to go Global
Readings:
Aaker David. Strategic Market Management Chapter 13
Case :
Mary Kay Cosmetics
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Module 3
Analytical approach to marketing strategy
Session 15
strategy
Introduction:
Analytical
approach
to
marketing
Readings:
Aaker, David. ‘Strategic Market Management’ Ch. 3
Kanagal, Nagasimha Balakrishna (2011). ‘Cross Section
Pooling As Against Time series Pooling in Market
Analysis' to be presented in July in the 8th Global
Marketing Dynamics Conference on the Theme of
Transformative Marketing sponsored by The China India
consumer insights program at the Yale Center for
Customer Insights, Yale School of Management, Yale
University, Georgia State University and Marketing
Science Institute.
Kanagal, Nagasimha Balakrishna (2011). ‘Assessment of
aggregate interaction effect and aggregate persistence
effect in market share analysis’, Academy of Taiwan
Business Management Review (April).
Kanagal, Nagasimha Balakrishna (1998).‘Marketing
strategy and game theory’. IIMB Management Review,
vol. 10, no.3, Jul-Sep.
Raju, Jagmohan S. and Abhik Roy. Understanding
competitive relationships. Chapter 9. Wharton on
Dynamic Competitive Strategy. John Wiley and Sons.
1997.
Presentation :
Blades Market
Case :
Eagle Hardware and Garden Inc.
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Session 16
Analyzing competition
Readings:
Heil P. Oliver, George S. Day and David J. Reibstein.
‘Signaling to competitors’. Chapter 12. Wharton on
Dynamic Competitive Strategy. John Wiley and Sons,
1997
Gatignon, Hubert and David Reibstein. ‘Creative
strategies for responding to competitive actions’.
Chapter 10. Wharton on Dynamic Competitive Strategy.
John Wiley and Sons, 1997.
Wind, Jerry. ‘Preemptive strategies’. Chapter 11.
Wharton on Dynamic Competitive Strategy. John Wiley
and Sons, 1997.
Case :
Nike Europe
Case:
Signaling Costs
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Session 17
Competitive intelligence, competition policy and war
gaming
Case :
Power Play (B) : Sega in 16 bit Video Games
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Session 18
Life cycle considerations in competitive market
strategies
Readings :
Aaker, David. ‘Strategic Market Management’. Ch. 14
Mahajan, Vijay, Eitan Muller and Frank M Bass. ‘New
product diffusion models in marketing : A review and
directions for research’ Journal of Marketing,
Jan 1990, pg 1-26.
Peter N. Golder and Gerard Tellis ‘Pioneer advantage :
Marketing logic or marketing legend’ Journal of
Marketing Research, vol. XXX (May 1993), 158-170.
Robinson William T and Claes Fornell. ‘Sources of market
pioneer advantages in consumer goods industries’.
Journal of Marketing Research, vol. XXII, August 1985,
pg 305-317.
Harrigan, Kathryn Rudie and Michael E Porter. ‘End game
strategies for declining industries’. On Competition. HBS
Press.
Case :
Nissan
Case :
USA Today
Case :
Managing the product life cycle – The ITC Case
Case :
Snapple
Session 19, 20
Markstrat presentations
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*** ( Cases and list of readings can be subject to additions /deletions and
change); Syllabus subject to modification.
Group Project - 25%
First Presentation -------- 5%
Second Presentation and Report ------ 20%
Attendance Evaluation – 5%
___________________________________________
No. of Classes absent
Marks (max marks = 100)
___________________________________________
0,1
100
2
90
3
80
4
70
5
60
6
50
7
40
8
30
9
20
10
10
>= 11
0
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