Operations Management McDonalds Competitive Advantage - amazonia.fiocruz.br

Marketing strategy is a long-term, forward-looking approach and an overall game plan of any organization or any business with the fundamental goal of achieving a sustainable competitive advantage by understanding the needs and wants of customers. Scholars like Philip Kotler continue to debate the precise meaning of marketing strategy.

Consequently, the literature offers many different definitions. On close examination, however, these definitions appear to centre around the notion that strategy refers to a broad statement MfDonalds what is to be achieved. Strategic planning involves an analysis of the company's strategic initial situation prior to the formulation, evaluation and selection of market-oriented competitive position that contributes to the company's goals and marketing objectives. Strategic marketing, as a distinct field of study emerged in the s and Operations Management McDonalds Competitive Advantage, and built on strategic management that preceded it. Marketing strategy Manaagement the role of marketing as a link between the organization and its customers. Strategic marketing concerns the choice of policies aiming at improving the competitive position of the firm, taking account of challenges and opportunities proposed by the competitive environment.

On the other hand, managerial marketing is focused on the implementation of specific targets. Cohabitation Essay scholars have suggested that strategic marketing arose in the late s and its origins can be understood in terms of a Operations Management McDonalds Competitive Advantage evolutionary path: [5]. Marketing strategy involves mapping out the company's direction for the forthcoming planning period, whether that be three, five or ten years.

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Strategic planning may also reveal market threats that the firm may need to consider for long-term sustainability. Instead, it is concerned with identifying the business opportunities that are likely to be successful and evaluates the firm's capacity to Operations Management McDonalds Competitive Advantage such opportunities. It seeks to identify the strategic gap ; that is the difference between where a firm is currently situated the strategic reality or inadvertent strategy and where it should be situated for sustainable, long-term growth the strategic intent or deliberate strategy.

Strategic planning seeks to address three deceptively simple questions, specifically: [11]. A fourth question may be added to the list, namely 'How do we know when we got there? On the surface, strategic planning seeks to address three simple questions, however, the research and analysis involved in Operations Management McDonalds Competitive Advantage planning is very sophisticated and requires a great deal of skill and judgement. Strategic analysis is designed to address the first strategic question, "Where are we now? Instead, strategic analysts are seeking insights about the firm's operating environment with a view to identifying possible future scenarios, opportunities and threats. Strategic planning focuses on the 3C's, namely: Customer, Corporation and Competitors.

The 'competitors' element refers to an analysis of the strengths of the business relative to close rivals, and a consideration of competitive threats that might impinge on the business' ability to move in certain directions. The 'corporation' element refers to a detailed analysis of the company's internal capabilities and its readiness to leverage market-based opportunities or its vulnerability to external threats.

Mintzberg suggests that the top planners spend most of their time engaged in analysis and are concerned with industry or competitive analyses as well as internal studies, including the use of computer models to analyze trends in the organization. Fleitcher and Bensoussan, for instance, have identified some qualitative and quantitative analytical techniques regularly used Mznagement strategic analysts [15] while a recent publication suggests that 72 techniques are essential. Determining which technique Operations Management McDonalds Competitive Advantage use in any given situation rests with the skill of the analyst.

The choice of tool depends on a variety of factors including: data availability; the nature of the marketing problem; the objective or purpose, the analyst's skill level as well as other constraints such as time or motivation. Competitlve most commonly used tools and techniques Operations Management McDonalds Competitive Advantage [16].

Gap analysis is a type of higher order analysis that seeks to identify the difference between the organisation's current strategy and its desired strategy. This difference is sometimes known as the strategic gap.

Mintzberg identifies two types of strategy namely deliberate strategy and inadvertent strategy. The deliberate strategy represents the firm's strategic intent or its desired path Managwment the inadvertent strategy represents the path that the firm may have followed as it adjusted to environmental, competitive and market changes. The presence of a large gap may indicate the organisation has become stuck in the middle ; a Operations Management McDonalds Competitive Advantage for strategic mediocrity and potential failure. In addition, it may be used to identify markets where the category or brand is under-performing and may signal underlying marketing problems such as poor distribution i.]