Success - a catchphrase that plays a significant role in today's society. Since success must be visible nowadays and the diligence behind it has lost importance, many entrepreneurs are under very high pressure to perform. They are therefore faced with high challenges that they have to overcome. One of the challenges is to increase the value of the company, so every entrepreneur must be clear about how much the respective company is worth.
In order to run a company successfully and to achieve success automatically, it is of particular importance for company
managers to have a comprehensive understanding of the functional processes of the company. In order to understand these extremely important functional processes, there is the so-called "Business Model Canvas", which can help to better understand. The Business Model Canvas acts as a planning tool, for designing new business models or for revising older business models.
The planning tool was developed by Alexander Osterwalder. The concept was first introduced in the book "Business Model Generation: A Handbook for Visionaries, Game Changers, and Challengers", written by Osterwalder and co-author Yves Pigneur. In the meantime, the book has even become a bestseller, which of course speaks for the concept. The
main target group of the literature are entrepreneurs, whose aim is to bring their ideas to the market as innovative, competitive projects.
In the further course of this work, the Business Model Canvas will first be defined in detail and its functionality will be explained. Then another planning tool is introduced called "Marketing Mix". This is also defined and its procedure is described. This detailed description of both tools is very important to understand their connection. The last section serves to explainwhy the business model canvas is a tool for creating the marketing mix.
Table of Contents
- The role of the business model Canvas and its emergence
- The business model canvas
- General information about the business model canvas
- Theoretical approach based on the business model canvas
- Examination and explanation of the nine building blocks in detail
- Explanation and creation of the marketing mix
- Summary of all findings and explanation of why the business model canvas is involved in the marketing mix
Objectives and Key Themes
This essay aims to explain the Business Model Canvas and its application in developing a marketing mix. It explores the Business Model Canvas as a planning tool for creating and revising business models, emphasizing its visual and accessible nature. The essay also details the components of the marketing mix and then connects both concepts, demonstrating how the Business Model Canvas can be used as a foundational tool for creating a comprehensive marketing strategy.
- The Business Model Canvas as a planning tool for business model design.
- The components and application of the Business Model Canvas.
- The elements and strategies of the marketing mix.
- The relationship between the Business Model Canvas and the marketing mix.
- The practical application of the Business Model Canvas in enhancing business value.
Chapter Summaries
The role of the business model Canvas and its emergence: This chapter introduces the Business Model Canvas as a crucial tool for entrepreneurs navigating the pressures of modern business. It highlights the importance of understanding a company's value and functional processes for achieving success. The chapter introduces Alexander Osterwalder's Business Model Canvas, emphasizing its role in designing and revising business models. It sets the stage for the subsequent chapters by outlining the purpose of the essay: to explain the Business Model Canvas in detail and its connection with the marketing mix. The chapter emphasizes the importance of the canvas as a tool for understanding and creating value.
The business model canvas: This chapter delves into the definition and functionality of the Business Model Canvas, starting with an explanation of the term "canvas" itself – a visual representation for structured combination of elements. The chapter then explores the concept of the business model as a value-adding strategic tool, impacting corporate finances. It explains how the Business Model Canvas is a visual system helping companies create, convey, and achieve value, noting its "canvas look" and use of a "canvas matrix" for planning and design, which facilitates the later development of a business plan.
Examination and explanation of the nine building blocks in detail: [This chapter summary would describe the nine building blocks of the Business Model Canvas. Since the provided text does not detail the nine building blocks, this summary cannot be written.]
Explanation and creation of the marketing mix: [This chapter summary would describe the process of creating a marketing mix. Since the provided text does not explain the creation of a marketing mix, this summary cannot be written.]
Summary of all findings and explanation of why the business model canvas is involved in the marketing mix: [This chapter summary would explain the connection between the Business Model Canvas and the marketing mix. Since the provided text lacks this information, this summary cannot be written.]
Keywords
Business Model Canvas, marketing mix, business model, value creation, strategic planning, entrepreneurship, innovation, competitive advantage, visualization, planning tool.
Business Model Canvas and Marketing Mix: FAQ
What is the purpose of this document?
This document provides a comprehensive preview of an essay exploring the relationship between the Business Model Canvas and the marketing mix. It includes a table of contents, objectives and key themes, chapter summaries, and keywords.
What is the Business Model Canvas?
The Business Model Canvas is described as a visual planning tool used for creating and revising business models. It's presented as an accessible and structured way to represent a company's value proposition and functional processes, aiding in value creation and strategic planning.
What are the key themes explored in the essay?
The essay's key themes include the Business Model Canvas as a planning tool for business model design, its components and application, the elements and strategies of the marketing mix, the relationship between the two concepts, and the practical application of the Business Model Canvas in enhancing business value.
What are the main chapters covered?
The essay covers the role and emergence of the Business Model Canvas, a detailed explanation of the Business Model Canvas itself (including its visual representation), an in-depth examination of the nine building blocks of the Business Model Canvas (though the details of these blocks are not provided in the preview), an explanation of how to create a marketing mix, and finally, a summary connecting the Business Model Canvas to the marketing mix.
What is the marketing mix's role in the essay?
The essay aims to demonstrate how the Business Model Canvas can be utilized as a fundamental tool for developing a comprehensive marketing strategy. The preview, however, lacks detailed information on the specific creation and components of the marketing mix itself.
What are the nine building blocks of the Business Model Canvas?
The preview does not provide details on the nine building blocks. This information is presumably contained within the full essay.
How is the Business Model Canvas connected to the marketing mix?
The preview states that the essay will explain this connection but does not provide the details. This is a key focus of the full essay.
What are the keywords associated with this essay?
The keywords include: Business Model Canvas, marketing mix, business model, value creation, strategic planning, entrepreneurship, innovation, competitive advantage, visualization, and planning tool.
Who is the intended audience?
The intended audience appears to be academics or students interested in business strategy, entrepreneurship, and marketing.
Where can I find more information?
The full essay would provide the detailed information missing from this preview.
- Quote paper
- Anastazia Spajic (Author), 2020, The Business Model Canvas as a Tool of Marketing Mix, Munich, GRIN Verlag, https://www.hausarbeiten.de/document/1119053
