Lanchester law - multinationals marketing secret weapon.docVIP

 PAGE \* MERGEFORMAT 16 Lanchester law - multinationals marketing secret weapon Blue’s rule was originally used to guide the war, the military rules and strategy, after World War II, was gradually extended to the marketing strategy management. Blue’s rule is not only an effective marketing management rules, in the product strategy, market planning, distribution channels, etc. have great practical value. Blue’s rule mainly contains the following elements: 1. The basic relations of distribution and sales capabilities. According to industry and the management community at the lowest cost, highest profit prerequisite for strategic forces and tactical force ratio of at least 2:1. This determines the corporate marketing strategy, marketing, the basic allocation of power relations. Enterprises should be the guiding principles as the ratio of power allocation marketing strategies and marketing tactics of force, distribution and sales capabilities and marketing resources, and avoid the expense of emphasis on strategic and tactical short-term interests to focus only on the expense of long-term interests of the bias, creating the optimal cost - Profit Portfolio . Marketing strategy decision-making power belongs to the invisible range, including brand, corporate image, product development, pricing, advertising, marketing channels, etc.; and marketing tactics force refers to the visible direct communication between the sales force, such as sales organization, marketing methods , terminal sales and marketing personnel’s quality and so on. 2. ‘31’ and share of management by objectives. Competition, the relationship between the two sides fighting in the local battle to 3:1 to 1.732:1 probability of war, the weak turning defeat into victory is no longer possible. This ratio is referred to as a range of distances. When the two competitors, the ratio between the market share of more than a range of distance, the weaker party shall promptly give up, save the strength of