- 名称：Marketing Strategy_(ppt 24page)
- 类型：营销策略
- 大小：81.0 KB
- 更新时间：05-02 20:40:13
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- 语言：简体中文
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《Marketing Strategy_(ppt 24page)》下载简介
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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