《菲利普科特勒的“市场营销”讲义》3

Chapter3WinningMarkets:MarketingManagementTenthEdition1ObjectivesCorporateanddivisionstrategicplaningBusinessunitplanningThemarketingprocessProductlevelplanningThemarketingplan2Market-OrientedStrategicPlanningObjectivesSkillsResourcesOpportunities3Market-OrientedStrategicPlanningObjectivesSkillsResourcesOpportunitiesProfitandGrowth4CorporateHeadquartersPlanningDefinethecorporatemissionEstablishstrategicbusinessunits(SBUs)AssignresourcestoSBUsPlannewbusiness,downsizeolderbusinesses5Strategic-Planning,Implementation,andControlProcessMeasuringresultsDiagnosingresultsTakingcorrectiveactionImplementationPlanningCorporateplanningDivisionplanningBusinessplanningProductplanningOrganizingImplementingControl6GoodMissionStatements:LimitednumberofgoalsStressmajorpolicies&valuesDefinecompetitivescopes7TheBostonConsultingGroup’sGrowth-ShareMatrix20%-18%-16%-14%-12%-10%-8%-6%-4%-2%-0MarketGrowthRate3?Questionmarks???21Cashcow6Dogs8710x4x2x1.5x1xRelativeMarketShare.5x.4x.3x.2x.1xStars548MarketAttractiveness:Competitive-PositionPortfolioClassificationMARKETATTRACTIVENESS5.003.672.331.00LowMediumHighReliefvalveFlexiblediaphragmsFuelpumpsAerospacefittingsClutchesHydraulicpumpsJointsStrongMediumWeakBUSINESSSTRENGTH1.002.333.675.00Invest/growSelectivity/earningsHarvest/divest9Sales1050Time(years)TheStrategic-PlanningGapDesiredsalesIntegrativegrowthIntensivegrowthCurrentportfolioStrategic-planninggapDiversification

growth10ThreeIntensiveGrowthStrategies:Ansoff’sProduct/MarketExpansionGrid4.Diversification2.Market developmentNewmarkets1.Market penetrationExistingmarketsExistingproducts3.Product developmentNewproducts111423HighLowHighLowAttractivenessSuccessProbabilityOpportunitiesOpportunityMatrix1. Companydevelopsamorepowerfullightingsystem2. Companydevelopsadeviceformeasuringtheenergyefficiencyofanylightingsystem3. Companydevelopsadeviceformeasuringilluminationlevel4. CompanydevelopsasoftwareprogramtoteachlightingfundamentalstoTVstudiopersonnel12ThreatMatrix1. Competitordevelopsasuperiorlightingsystem2. Majorprolongedeconomicdepression3. Highercosts4. LegislationtoreducenumberofTVstudiolicenses1423HighLowHighLowSeriousnessProbabilityofOccurrenceThreats13TheMcKinsey7-SFrameworkSkillsSharedvaluesStaffStyleStrategyStructureSystems14SelltheproductTheValue-DeliveryProcessMaketheproductProcureDesignproductMakePriceSellAdvertise/promoteDistributeServiceChoosetheValueProvidetheValueCommunicatetheValue(a)Traditionalphysicalprocesssequence(b)Valuecreation&deliverysequenceStrategicmarketingTacticalmarketing15TheMarketingPlanExecutiveSummary&TableofContentsCurrentMarketingSituationOpportunity&IssueAnalysisObjectivesMarketingStrategyActionProgramsProjectedProfit-and-lossControls16CompetitorsMarketingintermediariesPublicsSuppliers

FactorsInfluencingCompany MarketingStrategyMarketinginformationsystemMarketingplanningsystemMarketingorganizationsystemMarketingorganizationandimplementationProductPromotionPlacePriceTargetcustomersDemographic/economicenvironmentSocial/culturalenvironmentTechnical/phy