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Marketing Strategy( 24page)免费下载,http://www.2xuewang.com
Agenda
StrategicPlanning
BCGMatrix
GEMatrix
CoreCompetencies
MarketingPlanning
MarketingStrategy
“Morethanhalfthepolledexecutivesat250corporationsrankedMarketingasthemostimportantelementofstrategy”
(YankelovitchSkelly&WhiteSurvey1995)
StrategicPlanningand MarketingPlanning
CorporateStrategicPlanning
DefineCorporateMission
Whatisourbusiness?
Whoisthecustomer?
Whatisthevaluetothecustomer?
Whatwillourbusinessbe?
Whatshouldourbusinessbe?
IdentifySBUs
Singlebusinessstandingalonefromrestofcompany
Havingowncompetitorstoequalorsurpass
Hasownmanagerwhoisresponsibleforstrategicplanningandprofit
Evaluatethe CurrentBusinessPortfolio
TheBostonConsultingGroup(BCG)Matrix
TheGeneralElectric(GE)Approach
PortfolioAnalysis: TheBCGMatrix
PortfolioAnalysis: TheBCGMatrix
PortfolioAnalysis: TheBCGMatrix
TheGEApproach
“CoreCompetence”oftheCorporation PrahaladandHamel
Corecompetenciesarethecollectivelearningintheorganizationespeciallyhowtocoordinatediverseproductionskillsandintegratemultiplestreamsoftechnology
Sony
Amazon
Identifyingcorecompetencies
providespotentialaccesstoawidevarietyofmarkets
makesasignificantcontributiontotheperceivedcustomerbenefitsoftheendproduct
difficultforcompetitorstoimitate
Corecompetenciesversusstrategicbusinessunits
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