Week 3 - MKTG3000
Week 3 - MKTG3000
Week 3 - MKTG3000
Customer Based Assets Relationships with customers; Company Name and reputation; Brands,
country of origin, Market domination, Superior products and services
Dairy Farm – Bulk buy, impulse buy and convenience buy; Dynamic marketing capabilities
distribution network is the same and warehousing is the same;
Customer Based Assets - one brand cannot fetch the market Daiso $2 need to create a 2nd
brand 7 eleven NTUC Fairprice 7 Eleven Always Close to you but never closed
Marketing Assets Coco Cola Shape of the bottle Asset Fuji water & Vodka Shape
of the bottle and the uniqueness comes to the mind;
Taiwan Milk Tea Slim bottle with Cap - Shape; Create Uniqueness - Brand visibility Brand
See the shape It also could be Jingle Adidas & Nike Quote; Brands take time to get into
your head;
Sometimes the country FOR lv If it comes from Australia; Singapore made motorbike & car
people wont buy because of the heritage China ELECTRIC BUS; Country of Origin Brand
Association All of them originate How many Singaporeans would be their brand? Vietnam -
High Usage Believe in the brand;
Perception Created Similar to museum Gloves Black tray Every color looks with the
black background; Engineered managing our expectations your selling a luxury asset; The
whole show and song and dance buying like 10000 but its 5000 - organised not properly
perception of value will drop;
Toyota go with bridgestone gang up little a bit of shares one main group related
diversification in the starting stage Furniture from travel tourism 3300 shops in mass -
unrelated to the outsiders but they are more related;
JTV Japan Railway ; Rail company 120 years company when they started there is a
relationship; Insourcing rather than outsourcing I don’t want to rely on the supply chain 60% of
my plane tickets Japan Airlines increase price don’t swing around; Cross shareholding
Japan and Korea network in the market; More leverage; Very difficult to the stage in VRIO
Then cannot imitate India TCS Important Dominated by another owner Before you
meet the dog check the owner first;
I can put passengers in flight without assets STAR ALLIANCE SIA, UNITED, LUFTHANSA;
SIA AND LUFTHANSA SO Turkish airlines can fly into the middle east;
MARKETING RESOURCES
Most Overlooked Many app based companies are value added database goods and services
grab pay;
Luxury brands LV US, EUROPE AND ASIA Have different designs to prevent parallel
import fly to milan to buy LV Design also can be a marketing resource create territorial
designs;
Mcdonalds geographic footprint move to the real estate Mcdonalds own and lease
Revalue of Assets Tangible Assets value goes up;
Operational standpoint food and supply chain business they don’t own the bakery but they
outsource the items I now buy bread millions per day then ship them economies of scale;
You can get bread from anyone 14-15 million hot dogs a year IKEA Outsourced from one
source;
DOMINANCE IN SUPPLY CHAIN DICTATE THE PRICE NOT EASY TO IMITATE THAT KINDA
VOLUME;
Disney buy middle tier to bridge the middle market same distribution capability Buono vista
film distribution capacity all genres can be integrated in one; Links back to Market portfolio
same products for different markets;
Product and Service Management Capability: How we tweak a little bit, but same production line and
supply chain P&G;
Car business strategy works in a health care business going to back 5 core buy head and
shoulders stylish one brand studio another brand 3 in 1 another brand
DYNAMIC CAPABILITIES
The more we outsource the greate it bottoms out relationship no longer assets no buy low
sell high if going to assets to grow economies of scale work 24 hours, produce at higher price,
ABSORPTIVE CAPABILITY – React to the market, develop new relationships but not market needs but
what else can I provide market development, innovative development;
Steve jobs good at last two products create new needs need to map rare talent when he
was gone knowing the customer Lead users Innovative manager but not steve jobs Much
longer time to come up with new idea Strategic Leaders Other people expand more energy and
time Innovative capability with a lot with human;
ADAPTIVE CAPABILITY
INNOVATIVE CAPABILITY -> For instance: Corning technology we living around it but don’t
know yet 3M Mining company Innovative Scotch tape Broken pipe –> solve the
problem everything with stickiness Adhesiveness; Mining company become all household
products;
Tracy and Weirsma Sustainable competitive advantage identify the resources product
leadership must know the customer well customer intimary - Product leadership comes
from operational excellence same price but more value sometimes better than less price;
Pomised delivery - Assets runs 24 hours downtime cost money;
Operational Excellenece Toyota Kaizen 80 years old Make bottles all life and make it
better because of the work culture Japanese there is no reward of being outstanding but
consistent motivation more important
Customer intimacy have it but don’t realise it that they don’t realise it do we realise the
success ; We don’t buy it cause of the best bottle Choice of colors maybe a minute ;
Product Leadership best item in lower price did they do this because of customer intimacy
very focused on production and cost and not the value;