Completed notes of the course prof D C

Pagina 1

StuDocu is not sponsored or endorsed by any college or university Appunti - Strategy & marketing - Prof Davide Chiaroni - 2015/2016 Strategy & marketing (Politecnico di Milano) StuDocu is not sponsored or endorsed by any college or university Appunti - Strategy & marketing - Prof Davide Chiaroni - 2015/2016 Strategy & marketing (Politecnico di Milano) Scaricato da Alessandro Nava ([email protected]) lOMoARcPSD|2751981 INTRODUCTION) ) 06/10/2015' WHAT)IS)A)COMPANY?) ) A'company'is'like'a'“machine”'that'receives' Inputs)(Human,'Technological,'Financial'Resources)'and'produce'Output' (Products'and'Services).'Each'company'and'its'structure'can'be'described'with'3'different'dimensions: ' • Outputs:'a'company'can'realize'single'or'a'diversified'portfolio'of'outputs;' • Activities:'a'company'can'be'vertically'integrated'or'it'can'outsource'many'activities;' • Geographical)orientation:'a'company'can'serve'a'single'geographical'market'or'several'country' (Internationalization).'It’s'a'matter'of'competitive'position'and'customers.'' ' EX)'VW'company:' ! Produces'cars,'so'it'has'a'diversified'portfolio'of'products,'because'each'car'has'different'designs,' customers,'price'and'production'processes'and'it'is'referred' to'different'segments.'Moreover'each'car'has' different'strategies'and'marketing'approaches;' ' ! Outsource'many'activities,'like'selling;' ' A'company'can'be'defined'in'different'ways'according'to'different'pers pectives:' ' For)a)lawyer'a'company'is'a'legal'entity,'a'legal'construct'(contract)'through'which'the'law'allows'a'group'of'natural' people'to'act'as'if'they'were'a'single'artificial'person'for'certain'purposes .' The'nature'of'the'contract'(legal'form)'can'be'different '(companies'are'put'in'order'of'size):' !…