Module 4 - High-level decision making

Describe the key components of the GOST framework

• Goals: Broad qualitative statements of what is to be achieved.

• Objectives: Specific, measurable outcomes (follow SMART criteria).

• Strategies: High-level plans on how goals and objectives will be achieved.

• Tactics: Concrete actions or steps taken to execute strategies.

Explain how TOWS matrix transforms SWOT into actionable insights

Strength, Weaknesses (Internal), Opportunities & Threats (external)

Transforms SWOT into actionable strategies:

• S+O: Use strengths to capitalise on opportunities.

• W+O: Use opportunities to address weaknesses.

• S+T: Use strengths to counter threats.

• W+T: Minimise weaknesses to avoid threats.

• Example: An EV manufacturer used its R&D strength (S) to secure partners (O), and government grants (O) to overcome limited production (W).

What are the different sources of sustainable competitive advantage (SCA)?

• Cost Leadership (e.g., ALDI’s no-frills model) - maintains low prices through efficiency

• Differentiation (e.g., premium design, emotional value)

• Innovation (e.g., first-to-market, R&D leadership)

How can business protect their sustainable competitive advantage (SCA)?

• Legal protection (trademarks, patents, ect)

• Innovation & adaption (invest in R&D to stay ahead of competitors)

• Strong brand loyalty

• Exclusive distribution channels to limit competitors access & diversidy supply chains to reduce dependacy

Define eco-system branding

A brand offering interconnected services that meet a range of user needs in a seamless experience.

Benefits of eco-system branding

• Enhanced user experience: seamless integration across multiple touch points

• Stronger customer loyalty: due to high switching costs

• Marketing efficiency: better return on ad spend due to spill over effect

• Improved sales: due to cross selling

• Created barriers to entry: that are difficult to replicate by competitors

Explain the 6 ways to create a blue ocean strategy

• Combine benefits & eliminate pain points – e.g. Cirque du Soleil removed animals & added theatre.

• Blend strengths of competitors – e.g. F45 mixed group fitness with personal training.

• Target new buyer types – e.g. catering firms focused on secretaries not managers.

• Offer complementary products/services – e.g. Tesla’s Supercharger network.

• Balance function vs emotion – e.g. Harley Davidson community, Bottega’s lifetime warranty.

• Anticipate future trends – e.g. Netflix shifted to streaming as internet improved

What are short term sales activations?

• targets ready to buy customers

• Activities create urgency through clear CTA

• Tracked by metrics like CPA, CTR, conversions

Outline long term branding

• Builds emotional connection and top of mind

• Involves sponsorship, Corp Social Resp (CSR) and SEO

• Measured through brand awareness, loyalty, and CLV (customer life value)

Why is it important to balance both short term-sales activations and long-term brand building activities

• 95/5 Rule: Only 5% of buyers are in-market at any time—brand building keeps you top-of-mind for the 95% who aren’t.

• Advertising efforts on messaging that will help remind and create memory links (CEPs) between the category and your brand.