【管理课件】MARKETING_STRATEGY.ppt

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【管理课件】MARKETING_STRATEGY

Marketing Strategy Professor Carl Mela BA 360 Marketing Management Fuqua School of Business Introduction Three C’s Company Consumer Competition Four P’s Summary Agenda Strategic Planning BCG Matrix GE Matrix Core Competencies Marketing Planning Marketing Strategy “More than half the polled executives at 250 corporations ranked Marketing as the most important element of strategy” (Yankelovitch, Skelly White Survey 1995) Strategic Planning and Marketing Planning Corporate Strategic Planning Define Corporate Mission What is our business? Who is the customer? What is the value to the customer? What will our business be? What should our business be? Identify SBUs Single business standing alone from rest of company Having own competitors to equal or surpass Has own manager who is responsible for strategic planning and profit Evaluate the Current Business Portfolio The Boston Consulting Group (BCG) Matrix The General Electric (GE) Approach Portfolio Analysis: The BCG Matrix Portfolio Analysis: The BCG Matrix Portfolio Analysis: The BCG Matrix The GE Approach “Core Competence” of the Corporation Prahalad and Hamel Core competencies are the collective learning in the organization, especially how to coordinate diverse production skills and integrate multiple streams of technology Sony Amazon Identifying core competencies provides potential access to a wide variety of markets makes a significant contribution to the perceived customer benefits of the end product difficult for competitors to imitate Core competencies versus strategic business units The Marketing Plan /dept/aec/nama/goldengrow.html Executive Summary Background Assessment - Historical andSituation Analysis (3 C’s), Assumptions SWOT Analysis Marketing Objectives - Corporate, divisional, and marketing Marketing Strategy Marketing Programs - Price, Advertising, Promotion, Sales, Product - Market Research Financial Documents - Budgets, Pro-forma Monitors and Controls - Marketing Research, Primary an

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