B2B: Company Examples

Porter's Generic Strategies (1980)

 

 

 

Wiersema's Customer Intimacy Model

1. Ford: Production Focused. Push strategy
2. Airbus: Innovator's dilemma
3. Avon: pull strategy (heavily sales and marketing)
4. BMW: competitive
5. Apple: Holistic
1. internal marketing (60,000 marketing missionaries)
2. employees are influencers in many cases
6. Building business relationships
1. corporate credibility
2. expertise: know your customer better than the competition
3. trustworthiness: exceed expectations
4. likeability: could tip the balance 
7. SIVA
1. Solution (Product)
2. Information and Incentives (Promotion)
3. Value (Price)
4. Access (Place) 
8. Vision: Ultimate Goal
9. Goals: desired end state
10. Objectives: steps necessary to achieve the goal
11. Value
1. create
2. capture
12. Porter's Generic Strategy (1980)
13. Blue Ocean Strategy
14. Wiersema's Customer Intimacy
1. Wiersema runs a consulting firm in Cambridge
2. focused on cost to customer
15. Hax & Wilde Delta Model 
1. best product: low cost or differentiated position
2. best customer solutions: reduce cost of increase profits
3. system lock-in: complementary lock-in, competitor lock-out, proprietary standard
16. "Structure follows strategy"