Summary: Alle Vragen Theorie Strategies

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• What says Michael Porter about strategy?

  Strategy is about being different, always competitive thus reactive. A combination of determining and means thus both plan and position

• Explain some constitutive elements from strategy?

  - decisions made by top management
  - Position and direction
  - Long-term
  - All-encompassing

• What is the inside-out theory and what the outside-in? And give brand examples.

  inside-out > what the company want to make and where they good in at > Burberry, Lacoste
  outside-in> what the consumers want > Zara, H&M

• Which are the most used models to classify strategies?

  Treacy & Wiersema: value disciplines, inside-out perspective
  Michael Porter: market, outside-in perspective

• Explain the 3 value disciplines strategy from Treacy & Wiersema?

  Operational excellence: Zara
  Customer Intimacy: Diesel
  Product leadership 

• Explain the strategy from Michael Porter?

  Differentation: a unique benefit or attribute highly desired by market
  focus/niche: narrow focus on the marketplace
  Cost leadership: differentiation by lower cost

• Explain the value connection pyramid?

  Tier 1: company > what is the core of the value proposition? 
  Tier 2: company + brand > how does that translate in brand values? 
  Tier 3: company + brand + consumer: what do we communicate to which consumers? 
  Tier 4: company + brand + consumer + time/space > how and how often we do that? 

• Explain the brand typologies and strategy ?

  1. product/market combination: what needs does the product satisfy? - functional value
  2. Brand identity: what does the brand mean for who? > emotional value 

• What are the 2 important questions by strategy from kralingen?

  1. Involvement: how important is the purchase? 
  2. Benefits: functional or emotional? 

• Explain the different brands from Kralingen 2000 and give them a brand example?

  Cluster: focus on product-category and objective benefits > C&A, Zeeman
  Territorial: focus on distribution > H&M, Zara, Calvin Klein
  Informational: focus on explaining benefits > sport specialists, technical products
  Mythical: umbrella brands, several products > Armani, diesel, Designer brands