The new edition text is a mainstream text suitable for all business students studying strategy and marketing courses. A global perspective is an essential aspect of the new edition. This reflects the lived experience of the student reader but also their likely professional challenges. This is achieved by the use of examples and vignettes. For the new edition, new examples have been employed to drive the global ambition.

Chapter 1 Strategic Market Management: An Introduction and Overview

· What Is a Business Strategy?

· Strategic Market Management

· Marketing and its Role in Strategy



Part I Strategic Analysis

Chapter 2 External and Customer Analysis

· External Analysis

· The Scope of Customer Analysis

· Segmentation

· Customer Motivations

· Unmet Needs



Chapter 3 Competitor Analysis

· Identifying Competitors -- Customer-Based Approaches

· Identifying Competitors -- Strategic Groups

· Potential Competitors

· Competitor Analysis -- Understanding Competitors

· Competitor Strengths and Weaknesses

· Obtaining Information on Competitors



Chapter 4 Market / Submarket Analysis

· Dimensions of a Market / Submarket Analysis

· Emerging Submarkets

· Actual and Potential Market or Submarket Size

· Market and Submarket Growth

· Market and Submarket Profitability Analysis

· Cost Structure

· Distribution Systems

· Market Trends

· Key Success Factors

· Risks in High-Growth Markets



Chapter 5 Environmental Analysis and Strategic Uncertainty

· Technology Trends

· Consumer Trends

· Government/Economic Trends

· Dealing with Strategic Uncertainty

· Impact Analysis -- Assessing the Impact of Strategic Uncertainties

· Scenario Analysis



Chapter 6 Internal Analysis

· Financial Analysis -- Sales and Profitability

· Performance Measurement -- Beyond Profitability

· Strengths and Weaknesses

· Threats and Opportunities

· From Analysis to Strategy



Cases for the End of Part I

Case 1 -- Understanding and Working with Industry Trends

The Future of Newspapers

Case 2 -- Evaluating and Assessing the Implications of a New Business Model

Spotify -- Identifying a New Value Proposition

Case 3 -- Competing Against Industry Giants

Competing Against Tesco



Part II Creating, Adapting and Implementing Strategy

Chapter 7 Creating Advantage, Synergy and Commitment versus Opportunism versus Adaptability

· The Sustainable Competitive Advantage

· The Role of Synergy

· Strategic Commitment, Opportunism and Adaptability



Chapter 8 Alternative Value Propositions

· Business Strategy Challenges

· Alternative Value Propositions

· Superior Quality

· Value



Chapter 9 Building and Managing Brand Equity

· Brand Awareness

· Brand Loyalty

· Brand Associations

· Brand Identity



Chapter 10 Energizing the Business

· Innovating the Offering

· Energize the Brand and Marketing

· Increasing the Usage of Existing Customers



Chapter 11 Leveraging the Business

· Which Assets and Competences Can Be Leveraged?

· Brand Extensions

· Expanding the Scope of the Offering

· New Markets

· Evaluating Business Leverage Options

· The Mirage of Synergy



Chapter 12 Creating New Businesses

· The New Business

· The Innovator's Advantage

· Managing Category Perceptions

· Creating New Business Arenas

· From Ideas to Market

Chapter 13 Global Strategies

· Motivations Underlying Global Strategies

· Standardization Versus Customization

· Expanding the Global Footprint

· Strategic Alliances

· Global Marketing Management



Chapter 14 Setting Priorities for Businesses and Brands -- the Exit, Milk and Consolidate Options

· The Business Portfolio

· Divestment or Liquidation

· The Milk Strategy

· Prioritizing and Trimming the Brand Portfolio



Chapter 15 From Silos to Synergy -- Harnessing the Organization

· Silo-Driven Problems -- The Case of Marketing

· Addressing the Silo Marketing Issues -- Challenges and Solutions

· Organizational Levers and Their Link to Strategy

· Structure

· Systems

· People

· Culture



A Recap of Strategic Marketing Management

Cases for the End of Part II

Case 1 -- Strategic Positioning

Alltech FEI World Equestrian Games 2010

Case 2 -- Leveraging a Brand Asset

Innocent Drinks

Case 3 -- Competing Against the Industry Giant

HTC -- Something Beautiful Is Coming

Case 4 -- Creating a New Brand for a New Market

Tata Nano -- Estimating the True Cost of the Cheapest Car in the World

Case 5 -- Transformative Innovation in the Developing World

Vodaphone M-PESA -- Mobile Banking in Kenya

Learning Learning -- One Laptop per Child Initiative

Merck -- Making Life-Saving Drugs Accessible and Affordable

Nestlé -- Creating Shared Value through Business

Selco -- Solar-Powered LEDs Paid for Using Microfinancing

Appendix Planning Forms