Business strategy and marketing strategy
- Repositioning strategic marketing in overall marketing demand.
- The company's project, mission, and objectives.
- The company's strategic choices and orientations: Consistency, reference frame, result indicators.
Strategic assessment
- Assessing the situation: Approach key principles.
- Identifying the environment: Internal and external analysis
Hands-on work
Conduct a strategic assessment based on a case study.
Decision support tools
- Decision support matrices (McKinsey, ADL, Porter, etc.).
- B to B tools: RMC and RCA.
Hands-on work
Exercises implementing the decision support tools and matrices.
Strategic segmentation
- Managing marketing segmentation and strategic segmentation.
- Defining SBUs.
Competitive strategies
- Assessing the competitive environment.
- The Porter model, domination by costs, differentiation, segmentation.
- Kotler positions (leader, challenger, follower, nicher).
Hands-on work
Case studyBased on an analysis scenario of the maket's main competitors.
Business portfolio strategies
- Simplifying models: BCG, Arthur D. Little.
- Using a complex model: The attractiveness/strengths grid.
- The Ansoff matrix.
Hands-on work
Work on a BCG and Ansoff matrix.
Positioning and value creation
- Brand value and positioning: Notions of distinctive skills, brand image, and client value.
- Perceived value, desired value.
- From scenarios and projects to operational plans.
Hands-on work
Positioning exercise and value creation for a company's line of products and services.
3d
- 21h00 
