Strategicmarketing预案.ppt

Strategic marketing;Strategic planning;Strategic plan: a plan that describes how a firm will adapt to take advantage of opportunities in its constantly changing environment, thereby maintaining a strategic fit between the firm’s goals and capabilities and its changing market opportunities.;Market analysis, planning, implementation and control;The mission;Strategic business unit;The business portfolio;The BCG growth-share matrix;Question marks: low-share business units in high-growth markets that require a lot of cash in order to hold their share or become stars. Dogs: low-growth, low-share businesses and products that may generate enough cash to maintain themselves, but do not promise to be large sources of cash.;GE’s strategic business-planning grid;problems;Developing growth strategies;SWOT analysis;Opportunities Economic climate Demographic changes Market technology;Strengths and weaknesses;Strengths Market leader in the dry cat food market Access to the group’s leading world position in food technology Market leader in luxury pet foods The group’s excellent worldwide grocery distribution Pet food market leader in several big markets, including France, Italy, Spain and South America.;Generic competitive strategies;Market implementation: the process that turns marketing strategies and plans into marketing actions in order to accomplish strategic marketing objectives. Marketing control: the process of measuring and evaluating the results of marketing strategies and plans, and taking corrective action to ensure that marketing objectives are attained.