市场营销Chap02 Company and Marketing Strategy.pptVIP

Principles of Marketing Chapter II Company Marketing Strategy Strategic Planning The process of developing and maintaining a strategic fit between the organization’s goals and capabilities and its changing marketing opportunities. Defining a Market-Oriented Mission A statement of the organization’s purpose-what it wants to accomplish in its existence in the larger environment. What are we and what do we want to be? Should be market-oriented. Market-Oriented vs. Product-Oriented The focus of market-oriented mission is on satisfying customers’ needs and wants. Missions should be … Realistic specific Fit the environment Based on distinctive competencies Motivating Setting Company Objectives Goals A company’s mission needs to be turned into detailed supporting objectives for each level of management as their management responsibilities. Objectives for Different Levels Senior level corporate level : sales revenue growth, net-income growth, stock price growth, return on investment etc. Middle level functional level : marketing, production and operation, finance, human resources etc. First-line level: short-term and detailed Designing Business Portfolio Business portfolio: the collection of businesses and products that make up the company. Business portfolio planning: Portfolio Analysis Identify SBUs. Strategic business unit SBU : A unit of the company that has a separate mission and objectives that can be planned independently from other company businesses. p46, GE’s SBU Assess attractiveness of SBUs decide how much support each deserves. The Boston Consulting Group matrix The BCG Growth-Share Matrix Developing Growth/Downsizing Strategies Product/market expansion grid Case in Point p39 Walt Disney Company Questions: What is the mission of Disney and what do you think of it? What are the SBUs of Disney? How do they complement each other? What do you think of Disney’s business portfolio? Partnering to Deliver Customer Value Partnering with