市场营销课件

1、彭婧 2015-2016 重庆工商大学国际商学院MarketingStrategy .Strategies3.Definition1.2.Analysis ToolsStrategy .Strategy is the direction and scope of an organisation over the long term, which achieves advantage in a changing environment through its configuration of resources and competences with the aim of fulfilling

2、 stakeholder expectations.Strategy Definition.Organisation Environment Capability PurposeContent.can be defined as the resources and competences of an organisation neededfor it to survive and prosper (成功）.Strategic Capability.A distillation of the findings of the internal and external audits which d

3、raws attention to the critical organisational strengths and weaknesses and the opportunities and threats facing the company.SWOT Analysis.StrengthPositionTechnology/ProductManagement teamNetworkOpportunityWeaknessThreatsEconomics Climate/GeographyDemographyTechnologyPositionTechnology/ProductManagem

4、ent teamNetworkChange : PoliticsPressure: marketSuppliersCompetition.SWOT AnalysisInternalExternal+-.Case Study .StrengthStrong brand ValueHigh service standardFinanceCost and quality controlCustomer generation(孩子）OpportunityWeaknessThreatsChinese market sizeFast foodTasteFood safetyLocalization (口味

5、）Product customizeFast Food Competitors (模式，口味）Market structure (餐饮行业）HealthMcDonaldsInternalExternal+-.电商公司swot 分析天猫， 苏宁，京东，AmazonCase Study .is concerned with an organisations overall purpose and scopehow to compete successfully in a markethow resources, processes and people can effectively delive

6、r corporate- and business-level strategies. Corporate Level Business Level Operational LevelStrategic Choices.Business Portfolio is the collection of businesses and products that make up the company.Business PortfolioA strategic business unit (SBU) is a unit of the company that has a separate missio

7、n and objectives, and which can be planned independently from other company businesses. An SBU can be a company division, a product line within a division, or sometimes a single product or brand.Corporate- Ansoff MatrixRelated: Concentric/Vertical Unrelated:Horizontal.DiversificationEntertainment Me

8、diaTelecomHealthLifestyleTravel Financial ServiceFood & DrinkTransport.Corporate-BCG Matrix市场占有率市场增长率Cash Cow?Dog.某一酒类经销公司经营A、B 、C 、D 、E、F、G7个品牌的酒品，公司可用资金50万。经对前半年的市场销售统计分析，发现：1.A、B品牌业务量为总业务量的70%，两个品牌的利润占到总利润的75%，在本地市场占主导地位。但这两个品牌是经营了几年的老品牌，从去年开始市场销售增长率已成下降趋势，前半年甚至只能维持原来业务量；2.C、D、E三个品牌是新开辟的新品牌。其中C、D

9、两个品牌前半年表现抢眼，C品牌销售增长了20%，D品牌增长了18%，且在本区域内尚是独家经营。E品牌是高档产品，利润率高，销售增长也超过了10%，但在本地竞争激烈，该品牌其它两家主要竞争对手所占市场比率达到70%，而公司只占到10%左右；3.F、G两个品牌市场销售下降严重，有被C、D 品牌替代的趋势，且在竞争中处于下风，并出现了滞销和亏损现象。Practice.Corporate-GE/McKinsey MatrixInvestment& Growth战略发展Selective Growth选择性战略Selectivity （选择性维持）Selective Growth选择性战略Selecti

10、vity （选择性维持）Harvest/Divest (收缩）Selectivity （选择性维持） （cost)Harvest/Divest (收缩）Harvest/Divest (收缩）close SBU Strength 经营实力High Medium LowHigh Medium Low Industry Attractiveness行业吸引力.Industry AttractivenessMarket growth rateMarket SizeDemand VariabilityIndustry ProfitabilityGlobal OpportunityMacro enviro

11、nmental Factors. Market share Growth of market share Brand equity Distribution channel access Production capacity Profit margins relatives to competitorsBusiness Unit Strength.is concerned with an organisations overall purpose and scopehow to compete successfully in a markethow resources, processes

12、and people can effectively deliver corporate- and business-level strategies. Corporate Level Business LevelOperational LevelStrategic Choices.Business Level Generic StrategyMichael Eugene Porterborn May 23, 1947 the Bishop William Lawrence University Professor at The Institute for Strategy and Compe

13、titiveness, based at the Harvard Business School .Target scopeAdvantageLow costProduct uniquenessBroad (industry wide)Cost leadershipDifferentiation Narrow (market segment)Focus (low cost)Focus (differentiation)Business Level Generic Strategy. Competitor Buyer Supplier (market share) New comer Repla

14、cementAdvantageRisk Improvement Easy to copy Customer Satisfaction Sensitive for economic environmentCost Leadership.LeaderChallengerFollowerNicheStrategy Market Dominance.050100150In this scheme, firms are classified based on their market share or dominance of an industry.Definition200Strategy Mark

15、et Dominance高露洁 30.4%黑人 18% 佳洁士 16% 云南白药 12% 中华 9% 竹盐 6% 舒适达 5% 其他 3.6% .is concerned with an organisations overall purpose and scopehow to compete successfully in a markethow resources, processes and people can effectively deliver corporate- and business-level strategies. Corporate Level Business L

16、evelOperational LevelStrategic Choices.Operational StrategyFour basic strategiesProcess focusRepetitive focusProduct focusMass customizationWithin these basic strategies there are many ways they may be implemented.Mass customization provides a competitive advantageSell custom-built PCs directly to consumerLean production processes and good product design allow responsivenessIntegrate the Web into eve