Abell's business definition explained
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- Опубліковано 11 лип 2024
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This webinar explaines why the Business definition of Derek F. Abell was invented and how best to use it in your strategical marketing planningsproces.
Also have a look at my other strategic marketing models for an in depth understanding:
6 Steps of marketing planning: • 6 steps of marketing p...
Michael Porter's Generic Strategies explained: • Generic Strategies Por...
Treacy & Wiersema's Value strategies explained: • Treacy & Wiersema's Va...
The Value Chain of Porter explained: • Value Chain of Porter ...
Michael Porter's 5 Forces model explained: • Michael Porter's 5 For...
The BCG Model explained: • The BCG model explained
7S model of McKinsey: • 7S Model of McKinsey e...
SWOT Analysis explained: • SWOT analysis explained
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Thank you all for watching and good luck with your exams or business!
Mr. Pepijn Schoemaker, You always explain the theories so clearly and your speaking pace, details and examples are very helpful.
Great work, it helped a lot!
thank you so much. i have really learnt a lot from you
Pepijn Schoemaker, bedankt voor deze heldere en goede uitleg.
Thank you from India
Hello Mr .pepijn, your videos are very good organised and helpful. Thank you.
Do your share your presentations ??
muy bueno, me dejo muy claro..gracias.
Thank u very helpful
Prachtig, fijn dat het zo wordt uitgelegd, hoe zit het met de aandelen van de stads icoon?
Geweldige kanaal met fantastische uitleg over de belangrijkste modellen !
Kun jij misschien ook iets vertellen over de duurzame concurrentievoordeel / kerncompetenties en kritieke succesfactoren?
kluizenaar dank je! Er zit nog een webinar over VRIO in de pijplijn. Ik kan daar ook wel wat in kwijt over kritische succesfactoren. Dank voor de tip!
You just nailed it. I tried for several ours to get something from my lecturers powerpoints, but could not get through it. If you could please make a space Matrix and how you calculate your results and the final strategic choice that comes out of your result. Thanks in advance.
Thanks. But, what do you mean with a 'space matrix'?
This is the matrix that i was asking.
ua-cam.com/video/sP2vpJP6EmE/v-deo.html
I Think Fred explains that pretty well in the video :)) No I'm kidding. It's not really a model of my portfolio. Still maybe interesting therefore to look into. Can't promise anything but I'll have a look. First is the SFA matrix and VRIO/Recourse based view. These are still on the request list.
Can you also make a video about the STP model? and about the Blue Ocean strategy? Your videos are great!
STP is not really a model. It's just steps you have to take (which segments and target customers are you going to choose and what positioning fits best also concerning your chosen strategy). Furthermore the Blue Ocean: yes I really have to make that!
@@PepijnSchoemakerWebinars My teacher uses it as a framework! haha and then she incorporates, for example, Abell's business definition into stage 1 (identifying the total potential market) and the means-end chain, cluster analysis, or any other segmentation method into stage 2 (identifying market segments ) etc. She uses the STP model for identifying strategic options together with SWOT. Anyway, thanks for responding!
@@daniellebelia9043 O but that's correct! The segments that you 'discovered' in 'step 1' of the plannings process with Abell are the segments which you will investigate in 'step 2' (external analysis). Here you will find opportunities, perhaps new or growing segments. You let those 'come back' at your STP. Here you will focus on the segments which seem interesting. After STP you will define a new Abell and therefore perhaps shuffle your segment axis, maybe broaden of narrow your scope. So it helps you for this. But to call STP 'a model' is a bit to much... When you are at the point of STP, you've allready made your strategic choice. For instance: If you choose Poter's Focus strategy, you will most probably have a niche segment...
@@PepijnSchoemakerWebinars But.. (when referring back to the 6 steps of marketing planning) my teacher uses STP in step 4 (strategical analysis/options) and focuses on generic strategies (porter, treacy & wiersma, Kim and maubourgne) in step 5 (stating the marketing strategy). So after using the STP model. Maybe there are just multiple ways of using STP! otherwise I am just very confused right now. (This is why I needed a video ;) )
@@daniellebelia9043 You can use it either way. For every model goes: It is not on objective to use a model. A model is a tool to help you answer your questions. There is no right or wrong!
Hey Pepijn, goede video! Ik heb een vraagje. Ik schrijf een scriptie met als doel naamsbekendheid te vergroten van een bepaald product bij een vastgestelde afnemer (B2B). Moet ik in mijn onderzoek ook gebruik maken van het Abell model? Ik zou nu namelijk niet weten wat ik eraan zou hebben aangezien ik naamsbekendheid wil verhogen en niet bijvoorbeeld een afnemers groep erbij of eraf wil. En bestaan er modellen voor naamsbekendheidgroei? Alvast bedankt!
Hi Ruben. Je moet alle modellen gebruiken als middel om ergens achter te komen. Nooit als doel op zich. Het moet je helpen om je verhaal te structureren. Abell gebruik je zoals ik in de webinar vertel voorin in je scriptie. Het is het einde van je situatieschets (of vertrekpunten). Je bakent hiermee de markt af. Je 'belooft' je lezer eigenlijk vanaf dat punt 'dit is de markt die ik verken'. Wat je wel al doet of kunt doen mbv Abell is een ruwe vorm van segmentatie. Je gaat hoogstwaarschijnlijk onderzoek doen onder (potentiele) afnemers over hoe het nu is gesteld moet die naamsbekendheid. Dan segmenteer je alvast (ruw) bij Abell en ga je daar dieper op in in je afnemersanalyse (Meso). Maak het daar dan ook niet breder dan dat je bij Abell hebt aangegeven. Anders waaier je weer teveel uit... Ok?
Ok heel erg bedankt! Dit heeft mij enorm geholpen!
Dear pepijn, Is it ok that I contact you by email regarding a question about the model? I have your email but didn't want to write you if it wasn't ok.
Thank you
Sure
dankejewel ❤️❤️❤️💋
How can use this in a competitive analysis?
I explain exactly how to use this model in the video. It's to define your market. I also explain how you can use it strategically in 'step 5'.
Goed gedaan, alleen whatever gebruiken voor een uitlegvideo is niet heel erg concreet. Maar een dikke 10 voor jou.
Book is from 1980 not 1969. "If you live in the North you don't live in the south." Is this the level of management? "They are either hungry or just want a bite to eat" What on earth is biological food? I guess you mean ecological.
Well, yes. We are talking segmentation here first of all. Geografical segmentation is one of the ways to segment your target group. Furthermore, you are talking 'the benefits' which differs a lot per subject. I hope the explanation helped you even though I am no native speaker.