戰(zhàn)略市場營銷經(jīng)典課件(編輯修改稿)
2025-02-26 12:01 本頁面
【文章內(nèi)容簡介】 tive Market Share.5x .4x .3x .2x .1x Stars54169。2023 Prentice HallMarket Attractiveness: Competitive Position Portfolio ClassificationMARKET ATTRACTIVENESSLowMediumHighReliefvalveFlexiblediaphragmsFuelpumpsAerospacefittingsClutchesHydraulicpumpsJointsStrong Medium WeakBUSINESS STRENGTHInvest/grow Selectivity/earnings Harvest/divest169。2023 Prentice HallPlan new business, downsize older businesses 將現(xiàn)有各業(yè)務(wù)單位所制定的業(yè)務(wù)經(jīng)營組合計(jì)劃匯總，便是該公司總的銷售總額和總利潤。 預(yù)期的銷售額和利潤經(jīng)常低于公司管理層希望達(dá)到的水平。這就形成戰(zhàn)略與計(jì)劃之間的缺口。 有三種途徑填補(bǔ)這一缺口 —— 密集型成長戰(zhàn)略、一體化成長戰(zhàn)略和多樣化成長戰(zhàn)略。169。2023 Prentice HallSales1050Time (years)The StrategicPlanning GapDesiredsalesIntegrative growthIntensive growthCurrentportfolioStrategicplanninggapDiversification growth169。2023 Prentice HallThree Intensive Growth Strategies: Ansoff’s Product/Market Expansion Grid4. Diversification2. MarketdevelopmentNewmarkets1. MarketperationExistingmarketsExistingproducts3. ProductdevelopmentNewproducts169。2023 Prentice HallBusiness Plan業(yè)務(wù)單位戰(zhàn)略計(jì)劃過程有八個(gè)步驟組成：業(yè)務(wù)單位任務(wù)制定目標(biāo) 戰(zhàn)略形成 制定計(jì)劃 反饋和控制外部環(huán)境分析內(nèi)部環(huán)境分析執(zhí)行SWOT 分析分析169。2023 Prentice Hall一、業(yè)務(wù)任務(wù)業(yè)務(wù)范圍的界定要明確：1. 需求2. 顧客3. 產(chǎn)品和技術(shù)規(guī)定戰(zhàn)略經(jīng)營單位的業(yè)務(wù)范圍和發(fā)展方向。規(guī)定戰(zhàn)略經(jīng)營單位的業(yè)務(wù)范圍和發(fā)展方向。經(jīng)營任務(wù)服從于公司的總體戰(zhàn)略。經(jīng)營任務(wù)服從于公司的總體戰(zhàn)略。169。2023 Prentice Hall二、 SWOT分析S——Strengths 企業(yè)自身優(yōu)勢分析W——Weaknesses 企業(yè)自身劣勢分析 O——Opportunities 市場機(jī)會(huì)分析T——Threats 市場威脅分析169。2023 Prentice Hall1423HighLowHigh LowAttractivenessSuccess Probability OpportunitiesOpportunity Matrix1. Company develops a more powerful lighting system2. Company develops a device for measuring the energy efficiency of any lighting system3. Company develops a device for measuring illumination level4. Company develops a software program to teach lighting fundamentals to TV studio pe
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