战略市场营销经典课件.pptVIP

1 4 2 3 High Low High Low Attractiveness Success Probability Opportunities Opportunity Matrix 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 Threat Matrix 1. Competitor develops a superior lighting system 2. Major prolonged economic depression 3. Higher costs 4. Legislation to reduce number of TV studio licenses 1 4 2 3 High Low High Low Seriousness Probability of Occurrence Threats 三、制定营销目标 企业和经营业务单位往往有几个追求的目标—— 目标体系 注意：目标体系层次化 目标 尽可能量化 目标要现实 各项目标要协调 目标从不同角度多侧面地反映战略追求及业务活 动所要达到的状况 四、战略制定 全面成本领先战略 差别化战略 集中化战略 确定如何达到营销目标 五、计划形成 六、执行计划 The McKinsey 7-S Framework Skills Shared values Staff Style Strategy Structure Systems 七、反馈和控制 Sell the product The Value-Delivery Process Make the product Procure Design product Make Price Sell Advertise/ promote Distribute Service Choose the Value Provide the Value Communicate the Value (a) Traditional physical process sequence (b) Value creation delivery sequence Strategic marketing 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 Competitors Marketing intermediaries Publics Suppliers Factors Influencing Company Marketing Strategy Marketing information system Marketing planning system Marketing organization system Marketing organization and implementation Product Promotion Place Price Target customers Demographic/ economic environment Social/ cultural environment Technical/ physical environment Political/ legal environment ?2000 Prentice Hall 本章学习目的 Objectives Corporate and division strategic planing Bu