战略市场营销经典课件(ppt 42页)

主要内容
本章学习目的Objectives
市场导向战略计划Market-OrientedStrategicPlanning
Market-OrientedStrategicPlanning
公司的组织层次及相应的战略计划
CorporateHeadquartersPlanning
Strategic-Planning,Implementation,andControlProcess
Definethecorporatemission
GoodMissionStatements:
Establishstrategicbusinessunits(SBUs)
AssignresourcestoSBUs
TheBostonConsultingGroup’sGrowth-ShareMatrix
MarketAttractiveness:Competitive-PositionPortfolioClassification
Plannewbusiness,downsizeolderbusinesses
TheStrategic-PlanningGap
ThreeIntensiveGrowthStrategies:Ansoff’sProduct/MarketExpansionGrid
BusinessPlan
一、业务任务
二、SWOT分析
OpportunityMatrix
ThreatMatrix
三、制定营销目标
四、战略制定
五、计划形成
六、执行计划
TheMcKinsey7-SFramework
七、反馈和控制
TheValue-DeliveryProcess
TheMarketingPlan
FactorsInfluencingCompany MarketingStrategy

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