Transcript 幻灯片 1
Topic Two: Company and marketing strategy Objectives • • • • • Corporate and division strategic planing Business unit planning The marketing process Product level planning The marketing plan Market-Oriented Strategic Planning Objectives Resources ? Skills Opportunities Market-Oriented Strategic Planning Objectives Resources Profit and Growth Skills Opportunities Corporate Headquarters Planning • • • • Define the corporate mission Establish strategic business units (SBUs) Assign resources to SBUs Plan new business, downsize older businesses Strategic-Planning, Implementation, and Control Process Planning Corporate planning Division planning Implementation Control Organizing Measuring results Implementing Diagnosing results Business planning Product planning Taking corrective action Defining a market-oriented mission Limited number of goals Stress major policies & values Define competitive scopes Market Growth Rate The Boston Consulting Group’s GrowthShare Matrix Stars 20%18%16%14%12%10%8%6%4%2%0 Question marks 4 3 5 ?2 ? 1 Dogs Cash cow 8 6 10x 7 4x 2x 1.5x 1x .5x .4x .3x .2x .1x Relative Market Share Market Attractiveness: Competitive- Position Portfolio Classification MARKET ATTRACTIVENESS High Low Medium Strong BUSINESS STRENGTH Medium 3.67 5.00 5.00 Weak 2.33 1.00 Joints Aerospace fittings Hydraulic pumps 3.67 Clutches 2.33 Flexible diaphragms Fuel pumps Relief valve 1.00 Invest/grow Selectivity/earnings Harvest/divest The Strategic-Planning Gap Desired sales Diversification growth Strategicplanning gap Sales Integrative growth Intensive growth Current portfolio 0 5 Time (years) 10 Three Intensive Growth Strategies: Ansoff’s Product/Market Expansion Grid Existing products New products Existing markets 1. Market penetration 3. Product development New markets 2. Market development 4. Diversification Opportunity Matrix Attractiveness Success Probability High Low High 1 2 Low 3 4 Opportunities 1. Company develops a more powerful lighting system 2. Company develops a device for measuring the energy efficiency of any lighting system 3. Company develops a device for measuring illumination level 4. Company develops a software program to teach lighting fundamentals to TV studio personnel Seriousness Threat Matrix Probability of Occurrence Threats Low High 1. Competitor develops a superior lighting system 2. Major prolonged High economic depression 1 2 3. Higher costs 4. Legislation to reduce number of TV studio licenses Low 3 4 The Value-Delivery Process (a) Traditional physical process sequence Make the product Sell the product Design Procure Make product Price Sell Advertise/ promote Distribute Service (b) Value creation & delivery sequence Choose the Value Strategic marketing Provide the Value Communicate the Value Tactical marketing The Marketing Plan Executive Summary & Table of Contents Current Marketing Situation Opportunity & Issue Analysis Objectives Marketing Strategy Action Programs Projected Profit-and-loss Controls Factors Influencing Company Marketing Marketing Strategy intermediaries Demographic/ economic environment Technical/ physical environment Product Suppliers Place Target Price customers Publics Promotion Social/ cultural environment Political/ legal environment Competitors