business model marketing presentatie 5
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advanced course
business model
marketing
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Les 5
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business model
strategy
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Vorige les...Business model design, klantbehoeften, empathy map, artikel Concertgebouw
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overzicht vandaagVandaag: business model strategy & process, business model omgeving, business model evaluatie, Blue Ocean strategy, managing multiple business models
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nu is er dat nieuwe business
model...Maar wat betekent dat voor de marketingstrategie?
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wat is eigenlijk een marketingstrategie?
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Blue ocean strategy(een bedrijfsstrategie)
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Rode oceaan Blauwe oceaanBestaande marktruimte Nieuwe marktruimte
Bestaande klantsegmenten Nieuwe klantsegmenten
Felle concurrentie met bestaande concurrenten
(Voorlopig) geen concurrenten
Weinig tot geen marktruimte Oneindig veel marktruimte
Bestaande marktregels Eigen marktregels ontwikkelen
Geen echte innovaties Waarde innovaties
Moordende concurrentie: Het rode bloed dat vloeit
Oneindige nieuwe ruimte: De blauwe diepte van de oceaan
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Blue ocean strategy
-creating completely new industries (blue oceans)-by fundamental differentation-creating value innovation
(creating new benefits+services, reducing costs by remong less valuable features+services)-use of the ‘four actions framework’
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Four actions framework
1. Which of the factors that the industry takes for granted should be eliminated?
2. Which factors should be reduced well below the industry standard?
3. Which factors should be raised well above the industry standard?
4. Which factors should be created that the industry never offered?
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Business modellen testen
Is het nieuwe bedachte business model wel opgewassen in zijn
‘natuurlijke’ omgeving?
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welke modellen gebruiken jullie
daarvoor?
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Business modellen environment
-market forces-industry forces-key trends-macro-economic forces
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Market forces
-market issues-market segments-needs and demands-switching costs-revenue attractiveness
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Industry forces (porter)
-competitors-new entrants-substitute products-suppliers and others-stakeholders
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Key trends (destep)
-technology trends-regulatory trends-societal and cultural trends-socioeconomic trends
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Macro-economic forces
-global market conditions-capital markets-commodities and resources-economic infrastructure
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Business modellen environment
-market forces-industry forces-key trends-macro-economic forces
Uiteraard veranderen bovenstaande factoren, hoe kun je daarop anticiperen?
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Business modellen evalutation
-Business Model Assessment-SWOT-analyse
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huiswerk..Literatuur/theorie/achtergrond:-lees BMG pagina 200 t/m 260
Opdracht:-ga verder met de opdracht ‘Act different’ en wijs een aantal groepsleden aan die alvast met de presentatie aan de slag gaan