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Blue Ocean vs Brand Portfolio

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Blue Ocean vs Brand Portfolio
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Strategic Management

Blue Ocean Strategy

Blue Ocean vs Brand Portfolio (1 viewing) (1) Guest

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TOPIC: Blue Ocean vs Brand Portfolio

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teerapon (Admin)

Blue Ocean vs Brand Portfolio 1 Year, 7 Months ago กลยุทธ Blue Ocean vs Brand Portfolio (2) โดย ดร.ดนัย เทียนพุฒ คราวก่อนได้เสนอให้ผู้ที่สนใจในกลยุทธใหม่ๆ ทางการตลาดได้ทราบถึง วิธีการที่ธุรกิจนำ กลยุทธทะเลสีน้ำเงินมาบูรณาการเข้ากับ Brand Portfolio Strategy ได้อย่างไร และผู้เขียนได้ยกตัวอย่าง Brand Portfolio Strategy ของธุรกิจกลุ่ม Oishi กับกลุ่ม MK ผู้เขียนได้ทิ้งท้ายไว้ว่าจะมาต่อในคราวนี้ เมื่อท่านผู้อ่านได้เข้าใจในแนวคิดของ Brand Portfolio ซึ่งมีได้ 2 ลักษณะคือ House of Brands คือธุรกิจมีหลายๆ แบรนด์ที่อิสระหรือมีบุคลิกภาพ เป็นตัวของตัวเองชื่อแตกต่างไปจากธุรกิจหลัก กับอย่างที่สองคือ Branded House มีหลายๆ แบรนด์ภายใต้การรับรอง (Endorser) โดยแบรนด์หลัก (Master Brand) คราวนี้ถ้าจะเชื่อมโยงเข้ากับกลยุทธระดับธุรกิจจะทำได้อย่างไร ผู้เขียนอยากให้ผู้บริหารธุรกิจ นักกลยุทธ นักการตลาด ได้เห็นภาพรวมของกลยุทธระดับธุรกิจที่เชื่อมกับกลยุทธแบรนด์พอร

์ตโฟริโอ ถ้าจะอธิบายให้เข้าใจง่ายๆ นั้นมีหลักอยู่ 2-3 อย่างด้วยกัน อย่างแรก การคิดเชิงกลยุทธ ซึ่งเป็นเรื่องเกี่ยวกับวิสัยทัศน์ ภารกิจ เป้าหมายแล้วใช้ Balanced Scorecard & KPIs แปลความไปสู่กลยุทธ ตรงนี้เองที่นักการตลาดจะพูดถึงแบรนด์ในมิติที่เกี่ยวกับวิสัยท

ัศน์และคุณค่าของแบรนด์ อันจะนำไปสู่วัตถุประสงค์ของแบรนด์พอร์ตโฟลิโอ เช่น Synergy, Leverage, Relevance, Strong Brands, Clarity อย่างที่สอง เมื่อสามารถพิจารณากลยุทธธุรกิจ (Business Strategy) ธุรกิจจะมีความแตกต่างที่มีนวัตกรรมจะเกิดขึ้นเมื่อกำหนดกลยุทธ

ในการแข่งขันด้วย กลยุทธแบรนด์พอร์ตโฟลิโอ ซึ่งจะต้องพิจารณาในเรื่อง Master
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