Understanding Markets and Strategy

In order to expand your business in existing and into new and diverse markets, it is vital that strategies and plans can be developed with realistic prospects of success. Understanding Markets and Strategy explains the context, meaning and value of markets. It shows you how to analyze them, develop appropriate strategies and respond appropriately to changing competitive dynamics, ensuring that resources are used to create the greatest chances of success. Debunking myths around how markets are defined, it explores how to exploit the assets you currently possess and how to develop new assets for the target market. It also explores the implications for the strategies, resources, competencies and capabilities of expansion into international territories on your organization. The author explains, with practical tools and techniques, how marketing needs to be a product of, and consistent with, strategic competitive and corporate analysis.

Ideal for Directors and senior managers as well as strategic planners and marketing managers, it provides you with everything you need to understand markets and to create a strategic context for the development of credible and robust commercial strategies and plans to exploit them.

Professor Malcolm Morley OBE is an experienced non-executive chair of Boards and Audit and Risk Committees of national, large and complex organisations responsible for the delivery of key national infrastructure and services. As a former chief executive, with experience in both the public and private sectors, he understands, and has practical experience of successfully dealing with, the challenges of leadership and management in an ever increasingly complex world.

As a management consultant to a wide range of companies he gained international experience developing strategies for growth and change in a diverse range of industries and markets. As an academic, specialising in strategic management and partnership working, he has lectured on MBA courses and is the author of two books* and more than 250 articles. He is a Visiting Professor at Anglia Ruskin University, has spoken at many conferences and contributed to the dissemination of knowledge for institutions such as The World Bank.

He was made an Officer of the Most Excellent Order of the British Empire (OBE) in Her Majesty the Queen New Years Honours List of 2016.