Chapter 1
                                         Chapter 1
                         Imperatives for
                           Market-Driven
                                     Strategy
         McGraw-Hill/Irwin                                         Copyright © 2009 by The McGraw-Hill Companies, 
                                           Inc. All rights reserved.
 *
 *                     Objectives
                        Objectives
 *
     * Pivotal role of market-driven strategy 
       Pivotal role of market-driven strategy 
       in designing and implementing 
       in designing and implementing 
       business/marketing strategies
       business/marketing strategies
     * Links between business/marketing 
       Links between business/marketing 
       strategy and corporate strategy
       strategy and corporate strategy
     * Challenges in the modern environment
       Challenges in the modern environment
                                                          1-3
 *
 *
 *         Characteristics of a Market-Driven Strategy
           Characteristics of a Market-Driven Strategy
                       Becoming Market-
                           Orientation
        Achieving Superior                 Determining
           Performance                      Distinctive
                                           Capabilities
                            Customer
                              Value/
                           Capabilities
                              Match
                                                                1-4
 *
 *          Market-Driven Strategy (1)
            Market-Driven Strategy (1)
 *
     * Becoming market-oriented
       Becoming market-oriented
        * Customer focus
          Customer focus
        * Competitor intelligence
          Competitor intelligence
        * Cross-functional coordination
          Cross-functional coordination
        * Performance implications
          Performance implications
                                                          1-5
 *
        BECOMING MARKET ORIENTED
 *      BECOMING MARKET ORIENTED
 *
    * Customer is the focal point of the organization
      Customer is the focal point of the organization
    * Commitment to continuous creation of superior 
      Commitment to continuous creation of superior 
      customer value
      customer value
    * Superior skills in understanding and satisfying 
      Superior skills in understanding and satisfying 
      customers
      customers
    * Requires involvement and support of the entire 
      Requires involvement and support of the entire 
      workforce
      workforce
    * Monitor rapidly changing customer needs and 
      Monitor rapidly changing customer needs and 
      wants
      wants
                                                          1-6