《国际营销国际营销国际营销 (4).pdf》由会员分享,可在线阅读,更多相关《国际营销国际营销国际营销 (4).pdf(20页珍藏版)》请在得力文库 - 分享文档赚钱的网站上搜索。
1、Developing Marketing Strategies and PlansChapter 2Downsizing and Divesting Older BusinessesCompanies must carefully prune,harvest,or divest tired old businesses to release needed resources for other uses and reduce costsOrganization and Organizational CultureA companys organization consists of its s
2、tructures,policies,and corporate culture,all of which can become dysfunctional in a rapidly changing business environmentOrganization and Organizational CultureCorporate culture:“The shared experiences,stories,beliefs,and norms that characterize an organization”Marketing InnovationInnovation in mark
3、eting is criticalEmployees can challenge company orthodoxy and stimulate new ideasFirms develop strategy by choosing their view of the futureScenario analysisFigure 2.4 The Business Unit Strategic-planning ProcessSWOT AnalysisStrengthsWeaknessesOpportunitiesThreatsExternal environmentMarketing oppor
4、tunity:an area of buyer need and interest that a company has a high probability of profitably satisfying.Environmental threat:challenge posed by an unfavorable trend or development that,in the absence of defensive marketing action,would lead to lower sales or profitMarket Opportunity Analysis(MOA)Ca
5、n we articulate the benefits convincingly to a defined target market(s)?Can we locate the target market(s)and reach them with cost-effective media and trade channels?Does our company possess or have access to the critical capabilities and resources we need to deliver the customer benefits?Market Opp
6、ortunity Analysis(MOA)Can we deliver the benefits better than any actual or potential competitors?Will the financial rate of return meet or exceed our required threshold for investment?Figure 2.5Opportunity And Threat MatrixesInternal environmentStrengthsWeaknessesGoal formulation(MBO)Units objectiv
7、es must be arranged hierarchicallyObjectives should be quantitativeGoals should be realisticObjectives must be consistentStrategic formulation:Porters Generic StrategiesOVERALL COST LEADERSHIPDIFFERENTIATIONFOCUSStrategic formulation:Strategic alliancesCategories of marketing alliancesProduct or ser
8、vice alliancePromotional allianceLogistics alliancesPricing collaborationsProgram Formulation and ImplementationMcKinseys Elements of SuccessStrategyStructureSystemsStyleShared valuesStaffSkillsFeedback and controlPeter Drucker:it is more important to“do the right thing”to be effectivethan“to do thi
9、ngs right”to be efficientThe most successful companies,however,excel at bothMarketing Plan Contents Executive summary Table of contents Situation analysis Marketing strategy Marketing tactics Financial projections Implementation controlsEvaluating a Marketing Plan Is the plan simple/succinct?Is the plan complete?Is the plan specific?Is the plan realistic?Other marketing plan contentsMarketing researchSpecifications for internal and external relationshipsAction plans and schedules
限制150内