marketingcasestudy英文-預(yù)覽頁
【正文】 SWOTI analysis Strengths (internal analysis) Weaknesses (internal analysis) Opportunities (external analysis) Threats (external analysis) Issues (getting from SWOT) Opportunity matrix 1 4 3 2 Success Probability High Low Low High Threat matrix 1 4 3 2 Probability of Occurrence High Low Low High Four outes An ideal business High in major opportunity and low in major threat A speculative business High in both opportunity and threat A mature business Low in both opportunity and threat A trouble business Low in major opportunity and high in major threat Checklist for performing strengths/weakness analysis Marketing Company reputation。 product quality。 sales force effectiveness。 financial stability Manufacturing Facilities。 ability to produce on time。 flexible or responsive Redefinition of the problem Conclusion of the SWOTI analysis Find out the problem(s) you will focus on Goal The target you will arrive if you solve the redefined problem. Implementation Marketing segmentation, targeting and positioning Marketing strategy Marketing mix (plan) The strategicplanning, implementation, and control process Corporate planning Division planning Business planning Product planning Organizing Implementing Measuring results Diagnosing results Taking corrective action Planning Implementing Controlling The Boston Consulting Group Approach (BCG) 波士頓咨詢公司模型 (P68) The General Electric Model: (a) Classification Strong Medium Weak BUSINESS STRENGTH Medium High The General Electric Model: (b) Strategies Protect Position Build Selectively Invest to Build Build Selectively Selectivity/Manage for Earnings Limited Expansion or Harvest Divest Manage for Earnings Protect and Refocus Ansoff39。s Competitive Strategy Options It39。s Competitive Strategy Options Option one low price/low added value Likely to be segment specific Option two low price Risk of price war and low margins/need to be a 39。s Competitive Strategy Options Option five focused differentiation Perceived added value to a 39
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