盛世长城培训2.pptx

2. Strategy Basics; ; Tactics: The science or art of maneuvering in presence of the enemy; purposeful procedure; Strategy differs materially from tactics; the latter belonging only to the mechanical movement of bodies set in motion by the former;Shang chang ru zhan chang;The 36 Strategies ;Bing Fa: Sun Tzu Tei Wang Gung Wu Tzu Sun Bin (And a couple of hundred others) ;Know when to fight, and when not to Obtain the wholehearted support of your troops Be prepared to seize favourable opportunities Free yourself from interference by superiors When the time is right, act decisively and swiftly;The highest form of victory is to conquer by strategy The opportunity for victory is provided by the enemy Basic elements combine into unique strategies Keep plans as dark as night, move like a thunderbolt Attack when ( where) the enemy is least prepared;Know yourself, Know your enemy. 100 battles, 100 victories;;The strategic process consists of: Defining where we are Identifying where we could go Selecting where we want to go Identifying how to get there Maps help show this simply, and point the way Getting the map right is a great start You can map anything ; Great brands are slanted in the minds of consumers Giving them unique territory to own defend : either rational or emotional Leadership is perceptual; advertising helps create enduring advantages for brands;The Business Model;;After Michael Porter;PRO-ACTIVE STRATEGIES;PRO-ACTIVE STRATEGIES;PRO-ACTIVE STRATEGIES;PRO-ACTIVE STRATEGIES;PRO-ACTIVE STRATEGIES;PRO-ACTIVE STRATEGIES;PRO-ACTIVE STRATEGIES;Leader;Leader;;;;;;;;;;;;;;Summary