Session 6 Company and Marketing...
Transcript of Session 6 Company and Marketing...
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国际商学院 市场营销学系
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Company and
Marketing Strategy
Principles of Marketing
Session 6
Text: Chapter 2, Appendix 2
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国际商学院 市场营销学系
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Outline
I. Discussion on Strategy II. What is Strategic Planning III. Steps in Strategic Planning IV. Planning Functional Strategies
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I. Discussion on Strategy
国际商学院 市场营销学系
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I. Discussion on Strategy
1. What is Strategy?
2. Competitive Strategies in Different Positions
3. Three Generic Strategies
4. The Five Determinants of Industry Profitability
5. Alternative Views of Strategy
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Where I am?
How to go there?
Where I am going?
1. What is Strategy?
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Market Leader
Market Challenger
Market Follower
Market Nicher
2. Competitive Strategies for Marketers in Different Positions
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Michael E. Porter
3. Three Generic Strategies
Cost leadership
Differentiation
Focus
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Generic Strategies
TARGET MARKET
Narrow Broad
Product
Mix
Width
Narrow
Wide
Focused
Differentiation
Product
Differentiation
Cost
Focus
Cost
Leadership
Michael E. Porter
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Potential
Entrants
Industry
Competitors
Rivalry Among
Existing Firms
Suppliers Buyers
Substitutes
Threat of
New Entrants
Bargaining
Power
Of suppliers
Bargaining
Power
of Buyers
Threat of
Substitute Products
or Services
4. The Five Competitive Forces that Determine Industry Profitability
Michael E. Porter
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Threat of Substitute Products or Services
作者:Peter Cohan 译者:于波
“How Success Killed Eastman Kodak” http://marketing.uibe.edu.cn/news/View_News.aspx?systemName=YXNewsInfo&NewsId=1574
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5. Alternative Views of Strategy
Adaptive view: seeking of a fit between
company and its environment by a series of
analysis tools (SWOT, BCG...).
Resources-based view: seeking of flexibility
and learning ability of company in order to be
proactive with the environmental changes.
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II. What is Strategic Planning?
国际商学院 市场营销学系
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II. What is Strategic Planning?
1. Strategic Planning Defined
2. Key Factors to Success
3. Limitation of Strategic
Planning
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The process of developing and maintaining a strategic fit between the organization’s goals and capabilities and its changing marketing opportunities.
Organization’s
goal and capacities
Changing marketing
environment
1. Strategic Planning Defined
Fit
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Strategic Intent
Organization Structure
Economy Logic
2. Key Factors to Success
After a long time of consideration, it is
getting clear that the following factors
are indispensable to success:
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Since the marketing environment is becoming more and more uncertain (measured by the rate of change ) and complex (measured by the extent to which the company’s activities are involved), the strategic planning is often questioned about.
“Ultimately the term ‘strategic planning’
has proved to be an oxymoron.”
(Mintzberg)
3. Limitation of S. Planning
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III. Steps in Strategic Planning
国际商学院 市场营销学系
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国际商学院 市场营销学系
6-18 Defining the
Company Mission
Defining Company
Objectives and Goals
Designing the
Business Portfolio
Planning, Marketing and
Other Functional Strategies
Corporate Level
Business Level
III. Steps in Strategic Planning
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Vision
Market Oriented
Realistic
Specific
Distinctive Competencies
Motivating
Mission Statements
Characteristics of Good Mission
Statements:
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Ericsson’s mission is to understand our
customer’s opportunities and needs and
to provide communication solutions
better than any competitor. In doing this,
Ericsson can offer its shareholders a competitive return on their investment.
-- Ericsson’s Home Page, July 1998
Ericsson’s Mission Statement
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Stars
Cash Cows
Question Marks
Dogs
? ?
? ?
?
Ma
rket
Gro
wth
Rate
Relative Market Share
High Low
Hig
h
Lo
w
The BCG Growth-Share Matrix
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Ind
ustr
y A
ttra
cti
ven
ess
Business Strength
High
Medium
Low
Strong Average Weak
A
B
C
D
The GE S. BIZ-Planning Grid
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More complex, reflecting combined factors:
relative market share market growth rate market size industry profit margin amount of competitors business strength
Less often used
The GE Planning Grid vs. BCG Matrix
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1. Market
Penetration
2. Market
Development
3. Product
Development
4. Diversification`
Existing Markets
New Markets
Existing Products
New Products
Product / Market Expansion Grid
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IV. Planning Functional
Strategies
国际商学院 市场营销学系
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Guiding Philosophy
Inputs to Planning
Strategy Design
IV. Planning Functional Strategies
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国际商学院 市场营销学系
6-27 Demand
Forecasting
Market
Segmentation
Market
Targeting
Market
Positioning
Strategic Decisions of Marketing
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Target Consumers
Product
Place Price
Promotion
Competitors
Marketing Channels
Publics Suppliers
Demographic- Economic
Environment
Technological- Natural
Environment
Political- Legal
Environment
Social- Cultural
Environment
The Marketing Process at the Functional Level
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The Four Ps -- The Four Cs
Marketing
Mix
Product
Price Promotion
Place
Customer
Solution
Customer Cost Communication
Convenience
Marketing
Mix
Product
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国际商学院 市场营销学系
6-30 PRODUCT Variety Quality Design Features Brand name Packaging Sizes Add-ons Warranties Returns
PROMOTION Advertising Personal selling Direct marketing Synchronous marketing
PLACEMENT for customer service Demand chain management Logistics management Channel management
PRICE List price Discounts Allowances Settlement and credit terms
PEOPLE People interacting with people is how many service situations might be described. Relationships are important in marketing
PROCESS In the case of 慼igh-contact?services, customers are involved in the process. Technology is also important in conversion operations and service delivery
PHYSICAL EVIDENCE Services are mostly intangible. The meaning of other tools and techniques used in measures of satisfaction are important
TARGET CUSTOMERS
INTENDED POSITIONING
Extended Marketing Mix
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国际商学院 市场营销学系
6-31 Executive Summary
Market Situation Analysis
SWOT Analysis
Marketing Objectives
Marketing Strategy
Action Programs
Budgets
Controls
Marketing Plan
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Questions
1. What threats have Chinese textile manufacturers and traders have been faced with since China entered WTO?
To regain advantages, what strategies can be adopted?
2. How would you evaluate the diversification of many Chinese home appliance companies into the computer industry in the early 2000’s?
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Questions
3. What’s the implication of the
new logotype of Starbucks?
Is it a good strategy?