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COMPETITIVE MARKETING STRATEGY
Term: Sep 2009 –Dec 2009
PGP
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 a carefully chosen area of marketing
strategy formulation.
3.0. Evaluation
Evaluation will consist of the following:
Group Project
Case Presentations / Analysis
Quizzes
Final Exam
Class Participation / Attendance
:
:
:
:
:
25%
20%
20%
30%
05%
4.0: Course Book
David A. Aaker. Strategic Market Management (Seventh Edition)
2
5.0.
Group Exercise
The Markstrat Exercise is the group project.
Book : Markstrat3 for Executives – Books on Reserve
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
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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
Ohmae, Kenichi. ‘Getting back to strategy’. Harvard
Business Review, November-December 1988, pg. 149-156
Case:
Benetton (A)
Session 3
Introduction to Markstrat
Session 4,5
Customer and Market Management strategies
Readings :
Aaker David. Strategic Market Management Chapter 3
Aaker, David A. ‘Strategic Market Management’. Chapter 5
Kanagal, Nagasimha Balakrishna ‘Role of Relationship
Marketing in Competitive Marketing Strategy’ Journal of
Management & Market Research, April / May 2009.
4
Kanagal, Nagasimha Balakrishna ‘Creating Customer Value:
Successful Competitive Marketing Strategies’. Third All India
Management Scholars International Conference on
Management, Jan 2006
Building customer relationships. Chapter 6.
Services
Marketing : Valerie A Zeithaml and Mary Jo Bitner. Irwin
McGraw Hill
Joseph Pine II and James H. Gilmore. ‘Welcome to the
experience economy’. Harvard Business Review, Jul-Aug
1998.
James C Anderson and James A Narus ‘Business marketing
: Understand what customers value’. Harvard Business
Review, Nov-Dec 1998.
Jeffrey E Garten ‘Troubles ahead in emerging markets’.
Harvard Business Review, May-June, 1997.
Case :
Federal Express : The Money Back Guarantee (A)
Case :
IDS Financial Services
Session 6
Markstrat in Classroom
Session 7
Internal Analysis & Market scenario building
Readings:
Kanagal, Nagasimha Balakrishna ‘Issues in Internal Analysis
for Competitive Marketing Strategy’ (2009) Draft paper, IIMB
Hagel III, and A M Sacconaghi, Jr. ‘Who will benefit from
virtual information?’ The Mckinsey Quarterly, 1996, no.3,
pg. 23-37
Wack, Pierre. ‘Scenarios: shooting the rapids’. Harvard
Business Review, November-December 1985, pg. 139-150
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Exercise:
Report on watches market enclosed. Build alternative
scenarios (atleast two) for the domestic watch industry.
Consider a ten-year period.
Module 2
Developing marketing strategies
Session 8,9
Obtaining marketing competitive advantages
Readings:
Aaker, David A. ‘Strategic Market Management’. Chapters
8,9, 10.
Kanagal, Nagasimha Balakrishna ‘Competitive Marketing
Strategies through Competitive Advantages’. Asia Pacific
Management Conference XII, 2006.
Kanagal, Nagasimha Balakrishna and D V Jagadish.
‘Obtaining sustainable competitive advantages. The route of
electronic commerce.
National Conference on ECommerce, Institute of Public Enterprise, Feb 2000.
Jay Kandampully and Nagasimha Balakrishna Kanagal . A
model for services strategy statement using strategic
marketing principles. Draft Paper IIMB and University of
Queensland, Australia
Yip, George S. Gateways to entry. Harvard Business
Review, Sep-Oct 1982, pg. 85-91.
Hamel, Gary and C K Prahalad. ‘Corporate imagination and
expeditionary marketing’. Harvard Business Review, Jul-Aug
1991, pg. 81- 92.
Case :
Blair Water Purifiers (India)
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Session 10
Interface of marketing
implementation
strategy
formulation
and
Readings:
Bonoma, Thomas V. ‘Making your marketing strategy work’.
Harvard Business Review, March-April 1984, pg. 69-76.
Coyne, Kevin P. and Somu Subramaniam. ‘Bringing
discipline to strategy’. The Mckinsey Quarterly, 1996, no.4,
pg. 15-25.
Kanagal, Nagasimha Balakrishna. ‘Issues in Marketing
Strategy Implementation’ 8th International Marketind Trends
Congress, Organized by European School of Management,
Jan 2009.
Kanagal, Nagasimha Balakrishna. ‘Forming strategic
alliances: Issues in conceptualization’. IIMB Review,
Journal of Indian Institute of Management Bangalore,
Dec 1999.
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. ‘Public Image and
Marketing Strategy: an Indian Context’. Indian
Management. Journal of the All India Management
Association, vol. 38, no.1,2, Jan/Feb 1999.
Case:
Coca-Cola India
Case :
Xerox Corporation : The Customer Satisfaction Program
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Session 12, 13
Functional Strategies
________________________________________________________________
Study Presentations :
Product / Branding Strategy
Pricing Strategy
Communication Strategy
Sales and Distribution Strategy
Market Research
Case Presentations :
Citibank : Launching the card in Asia Pacific(A)
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Module 3
Analytical approach to marketing strategy
Session 14
Introduction: Analytical approach to marketing strategy
Readings:
Aaker, David. ‘Strategic Market Management’ Ch. 4
Kanagal, Nagasimha Balakrishna. ‘Marketing strategy and
game theory’. IIMB Management Review, vol. 10, no.3, JulSep 1998
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 15
Analyzing competition
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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
Robert Dolan. ‘How do you know when the price is right?’
Harvard Business Review. Harvard Business Review, Oct
1995.
Rao, Akshay et. Al . ‘How to fight a price war’. Harvard
Business Review, Mar-April 2000.
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:
Signaling Costs
Case :
Computron
Case :
Nike Europe
Session 16
Competitive intelligence, competition policy and war
gaming
Readings :
India: Chapter in Competition Regimes in the World – A
Civil Society Report. CUTS International – Edited by
Pradeep S Mehta.
Yoffie, David B and Michael A Cusumano. ‘Judo Strategy.
The Competitive Dynamics of Internet Time’. Harvard
9
Business Review. Jan-Feb 1999
Case :
Power Play (B) : Sega in 16 bit Video Games
Session 17
Life cycle considerations in competitive
market Strategies – new and growth Markets
Readings :
Aaker, David. ‘Strategic Market Management’. Ch. 12
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.
Case :
Nissan
Case :
USA Today
Session 18
Life cycle considerations in competitive
market strategies - maturity and decline markets
Readings :
David Aaker. Strategic Market Management. Chapter 14
Harrigan, Kathryn Rudie and Michael E Porter. ‘End game
strategies for declining industries’. On Competition. HBS
Press.
Case :
Managing the product life cycle – The ITC Case
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Case :
Snapple
Session 19, 20
Project presentations
*** ( Cases and list of readings can be subject to additions /deletions and
change)
7.0
Group Project - 25%
First Presentation -------- 5%
Second Presentation and Report ------ 20%