Table of Contents
Preface xi
About the Authors xvii
Chapter 1 Strategy Development and the Strategic Mindset 1
What You Will Learn 1
What Is Strategy? 1
Development of the Strategic Mindset 8
Clear Vision, Focused Strategy, and Understanding by the Leadership 9
Focus on the Customer 9
Change Is Relentless 13
Search for a Better Way 13
Decision-Making Role of the Marketplace 14
Need for a Champion 15
Tradeoffs in Courses of Action 16
Beware of Growing and Shrinking at the Same Time-Market Share Is the Key 16
Force and Focus 18
Unique Selling Proposition 22
Creating Barriers for Competitors' Entry and Minimizing Barriers for Self Exit 29
Diversion and Dissuasion 30
Growth in the Present Market 30
Fall on Your Sword 31
Summary 32
Questions for Discussion 33
Notes 34
Chapter 2 Understanding the Strategic, Business, and Marketing Planning Process 36
What You Will Learn 36
Resolving the Confusion: Relating the Marketing Plan to the Business Plan to the Strategic Plan 36
Strategic Plan 37
Business Plan 39
Marketing Plan 42
The Process of Starting a New Venture-What It Might Look Like 48
When the Customer View Is Different From Your View 51
The Overall Strategic and Marketing Model 53
Summary 55
Questions for Discussion 56
Notes 56
Chapter 3 The Challenge of a Competitive Marketplace 57
What You Will Learn 57
The External Environment 57
Environmental Trends 58
The Growing Use of Technology 68
The Increase in Competition 71
Shifts in the Corporate Market 79
Summary 81
Questions for Discussion 82
Notes 82
Chapter 4 Step 1: Conducting the Internal/External Assessment 86
What You Will Learn 86
The Assessment Process 86
The Environment 93
The Market and Its Needs 97
The Competition 101
Internal Capability 106
Marketing Activities 108
Market Research 113
Summary 127
Questions for Discussion 129
Notes 129
Chapter 5 Step 2: Creating the Mission, Vision, and Critical Success Factors 130
What You Will Learn 130
Establishing the Context 130
Constituent Participation 131
Understanding the Difference Between Vision and Mission 133
Should We Create Broad or Narrow Strategy? 136
Stating the Mission 141
Defining the Vision 143
Tools to Work Through the Vision Conversation 143
What Should a Good Vision Statement Look Like? 150
Critical Success Factors 152
What Next? Who Does What? 153
Summary 154
Questions for Discussion 155
Notes 156
Further Reading 156
Chapter 6 Step 3: The Strategy/Action Match 157
What You Will Learn 157
Perspectives on Strategy 157
Developing the Strategy/Action Match 165
Strategy Options 176
Setting Marketing Objectives 193
Summary 194
Questions for Discussion 196
Notes 196
Chapter 7 Step 4: Determining Marketing Actions 198
What You Will Learn 198
Devising Tactics 198
Product/Service 200
Distribution 214
Pricing 224
Promotion 234
Advertising 238
Sales 250
Summary 261
Questions for Discussion 262
Notes 263
Chapter 8 Step 5: Integration of the Marketing Plan with the Business Plan and the Strategic Plan 268
What You Will Learn 268
The Necessity of Integration 268
Integration of Plans with Other Management Functions 269
Integration Within the Organization's Portfolio 273
Summary 275
Questions for Discussion 275
Chapter 9 Step 6: The Approval and Monitoring Process 276
What You Will Learn 276
An End and a Beginning 276
Approval Process: Establishing Guidelines for Selecting Among Alternative Plans 276
Monitoring Systems 283
The Balanced Scorecard 287
The Need for Contingency Plans 290
Planning for Next Year 290
Summary 291
Questions for Discussion 291
Notes 291
Further Reading 292
Chapter 10 Conclusion 293
What You Will Learn 293
Strategy versus Tactics 293
Planning Issues 294
The Future of Strategy and Marketing 300
Questions for Discussion 306
Notes 306
Appendix A Consolidated List of Key Questions to Ask in Analysis 307
Consolidation of Key Questions Used in Conducting an Internal/External Analysis 307
The Environment and the Market 307
The Competitive Environment 308
Internal Capability 309
Marketing Activities 310
Products and Services 311
Pricing Strategy 311
Sales Force 312
Promotion Strategy 312
Distribution Strategy 313
Conclusion 313
Appendix B Sample Strategic and Marketing Plan 314
Case Study: The Metz Clinic in the Community of Greentree 314
Background Situation 314
External and Internal Data 317
Summary of Data Important to the Metz Clinic Strategy Process as Voted on by the Physician Owners 323
Metz Clinic Five Forces Exercise 324
Metz Clinic Strategic Plan 325
The Metz Clinic Marketing Plan 2012 328
Case Questions for Discussion 332
Appendix C Model Short-Form Consolidated Strategic and Marketing Plan for Smaller Clinical Organizations 333
Metz Clinic Combined Strategic and Business Plan 334
Metz Clinic Strategic Plan 334
Metz Clinic Business Plan 334
Index 336