MKT 422 Lecture Notes - Lecture 2: Change Management

• School: University of Alabama
• Department: MKT
• Course: MKT 422
• Professor: Jim Brown

Document Summary

Supply chain: logistics, multiple suppliers, add value: everything in company that touches your product, or deals directly with your customers/suppliers, ex. distribution, sales, r & d. Logistics flow of goods: boxes/trucks, win/lose, cost center tactical/operational focus = cost reduction. Marketing 4 p"s: price, product, promotion, place. Brand franchise: love the company, you identify with them: chick fil a, apple. Trade franchise: you keep going back to them, you will work with them. Strategy: gap identification: gap = flaw, current state vs. desired future state, difference between the two is the gap, good gap = time associated and quantitative. Strategy process: clarify overall strategy, identify gaps, develop initiatives to close gaps, manage the change. Identifying gaps: mission strategy functional departments, strategy gap: business strategy, demand fulfillment, demand creation, creation/fulfillment gap: demand fulfillment and demand creation, customer value gap: demand creation and customer, supplier capability gap: suppliers and demand fulfillment. Developing initiatives: develop business ease, prioritize cost return, risk.