【正文】 Industry Rivalry ? 介紹行業(yè)競爭的特質 Provide an overview of the nature of the industry rivalry 競爭是否激烈 ？ Is it intense? 企業(yè)間是如何競爭的 ？ 是否主要依賴于價格戰(zhàn) ？ How do businesses pete, is it mainly price petition? ? 行業(yè)內競爭對手的數(shù)量 ？ How many petitors operate within the industry? 市場營銷戰(zhàn)略規(guī)劃（模板） STRATEGIC MARKETING PLAN (TEMPLATE) IFCCPDF c08652558dc8c9c4fce6bef927012203 Page 12 of 45 競爭對手數(shù)量眾多或只有少數(shù)幾個競爭對手？ Are there many or few? ? 就主要競爭對手的情況進行說明，他們的優(yōu)勢與劣勢所在。 產(chǎn)品與服務的研發(fā)數(shù) Number of products and services in development。 法律 Legal。 and / or 新客戶數(shù)量 Number of new customers. 市場營銷戰(zhàn)略規(guī)劃（模板） STRATEGIC MARKETING PLAN (TEMPLATE) IFCCPDF c08652558dc8c9c4fce6bef927012203 Page 20 of 45 SWOT 分析 DIAGNOSTIC SWOT ANALYSIS ? 評估企業(yè)產(chǎn)品 /服務與目標市場 Assess the business’s current products / services and target markets. ? 對企業(yè)進入到新的目標市場的競爭能力進行評估 Make an assessment of the business’s ability to enter and pete in newly identified target markets. ? 列出潛在的新產(chǎn)品與服務，并對企業(yè)將其推入市場的能力進行評估 Provide a listing of new potential products and services and an assessment of the business’s ability to introduce new products and services. ? 這些評估將在 SWOT分析中的各項內容中進行討論 These assessments should all be discussed in the appropriate SWOT category below. 優(yōu)勢 Strengths ? 企業(yè)的優(yōu)勢所在？企業(yè)優(yōu)勢的實例包括： What are the business’s strengths? Examples of strengths are: 地理位置 Geographic location。 or 即將新開的辦事處或店鋪 Additional offices / stores will be opened. 市場營銷戰(zhàn)略規(guī)劃（模板） STRATEGIC MARKETING PLAN (TEMPLATE) IFCCPDF c08652558dc8c9c4fce6bef927012203 Page 22 of 45 威脅 Threats ? 有什么因素對企業(yè)構成威脅？威脅的實例包括： What threats are available to the business? Examples of threats include: 競爭對手市場份額的增加 Competitors have increased market share。 每個目標市場可以帶來的潛在銷售額 Approximate revenue from each target market。 and 市場占有率優(yōu)勢 Market share leader. 市場進入戰(zhàn)略 Market Entry Strategy ? 最后確定每個新市場的市場進入戰(zhàn)略 Finalise market entry strategies for each new market. ? 企業(yè)將用以下的何種形式在新市場中進行定位： Will the business enter and position itself in new target markets as a: 低價 Price leader。 資產(chǎn)負債表 Balance Sheets。 完成戰(zhàn)略計劃所需的資金需求 Capital investment required in order to implement planned strategies。 在執(zhí)行了本市場營銷戰(zhàn)略計劃后，對成本產(chǎn)生的影響 Impact on costs resulting from the implementation of strategies detailed in this Strategic Marketing Plan。 銷售額的變化趨勢 Cyclical trends。 客戶服務優(yōu)勢 Customer service leader。 and 市場營銷策略情況更新的次數(shù)，使企業(yè)了解自己的市場定位 Number of periodical marketing updates to inform the business of current position. 市場營銷戰(zhàn)略規(guī)劃（模板） STRATEGIC MARKETING PLAN (TEMPLATE) IFCCPDF c08652558dc8c9c4fce6bef927012203 Page 24 of 45 選擇目標市 場 TARGET MARKET SELECTION 現(xiàn)存的目標市場 Existing Target Markets ? 明確現(xiàn)存的目標市場，以及每個目標市場的市場份額 Identify existing target markets and percentage of market share in each. 潛在的目標市場 Potential Target Markets ? 確定所有的潛在目標市場 Identify all additional target markets potentially available to the business. ? 進行市場調查，以分析每個目標市場的深度與廣度。 and 不適當?shù)漠a(chǎn)品銷售服務 . Product delivery services are inadequate. 機會 Opportunities ? 明確對企業(yè)的發(fā)展有潛在促進作用的機會 Identify and list all potential improvements to existing business opportunities. ? 企業(yè)的機會可能包括： Business opportunities available to the business may include: 新的潛在目標市場的延伸 Exploration of new potential target markets。 總客戶數(shù)量 Number of customers。這些因素包括以下方面： Analyse all environmental factors that affect the business. These factors include: 經(jīng) 濟 Economic。 and / or 企業(yè)結構 Business structure. 銷售額的歷史表現(xiàn) Sales History ? 提供企業(yè)銷售額變化趨勢的簡要說明 Provide a brief explanation regarding any sales trends. ? 在過去 23年時間里 ， 企業(yè)銷售的業(yè)績表現(xiàn)如何 ？ How has the level of sales turnover performed over the past 2 – 3 years? ? 提供未來 12個月的銷售額預測 What does the business project the sales forecast to be in the next 12 months? 產(chǎn)品開發(fā)的歷史表現(xiàn) Product Development History ? 就目前所擁有的產(chǎn)品與服務的演變過程進行說明 Describe how the current product and service range evolved. ? 企業(yè)的產(chǎn)品是否在不斷地更新與發(fā)展 ？ Are products continuously being updated and developed? ? 產(chǎn)品的更新與發(fā)展是如何在市場營銷活動中得以體現(xiàn)的 ？ How is the business marketing these updates and developments? 企業(yè)的主要促銷活動都針對新產(chǎn)品或更新產(chǎn)品 Major promotional drive for new products or updates。 and 行業(yè)競爭形式與特性 Industry rivalry. 客戶 Customers ? 在該行業(yè)內，客戶數(shù)量的多寡？ Within the industry are there many customers or just a few? ? 相對于企業(yè)來說，客戶是否處于優(yōu)勢地位？ Do the customers hold the balance of power in the relationship? 市場營銷戰(zhàn)略規(guī)劃（模板） STRATEGIC MARKETING PLAN (TEMPLATE) IFCCPDF c08652558dc8c9c4fce6bef927012203 Page 10 of 45 ? 客戶擁有多少可供選擇的機會？它對該行業(yè)造成什么樣的影響？ How many choices do customers have and how does this affect the industry? ? 是否有新客戶群的出現(xiàn)？ Are there any new customer trends emerging? ? 產(chǎn)品 /服務對于客戶的重要性如何？ How important are the products and services to the customer? 供應商 Suppliers ? 企業(yè)的主要供應商是誰 ？ Who are the business’s major suppliers? ? 什么產(chǎn)品 /服務對企業(yè)的成功起到至關重要的作用 ？ What products or services are essential to the success of the business? ? 是否使用分包商或簽署原材料采購合同？ Are subcontractors or material contracts used? ? 企業(yè)供應商的數(shù)量？是否還有其 它的選擇對象？ How many suppliers are used? Are there alternative suppliers? ? 在與供應商交易時，企業(yè)是否處于優(yōu)勢地位？或者，交易價格是由供應商來控制的？ Does the business have purchasing power with suppliers or do the suppliers control product pricing? ? 在交貨時間、質量、價格等方面，供應商是否可靠？ Are the suppliers reliable in terms of timelines, quality and price? ? 供應商的可靠性對企業(yè)有何影響？ What is the impact of supplier reliability on the business? ? 在目前或將來的時間里，是否存在可能會對企業(yè)產(chǎn)生影響的產(chǎn)品 /服務計劃性短缺情況發(fā)生？ Are there any current or future projected shortages of products and ser