Strategic Market Manangement - 7th Edition战略性市场管理-第七版.pptVIP

PPT 1-* Criteria to Select Business Strategies Is the ROI attractive? Is there a SCA? Will the strategy have success in the future? Is the strategy feasible? Does the strategy fit with the other strategies of the firm? PPT 1-* Overview of Strategic Market Management External Analysis Customer Analysis Competitor Analysis Market/submarket Analysis Environmental Analysis Internal Analysis Performance Analysis Determinants of strategic options Strategic Analysis Outputs Figure 2.1 Creating, Adapting, and Implementing Strategy PPT 1-* Why Strategic Market Management? Precipitate the consideration of strategic choices. Help a business cope with change. Force a long-range view. Make visible the resource allocation decision. Aid strategic analysis and decision making. Provide a strategic management and control system. Provide both horizontal and vertical communication and coordination systems. PPT 1-* Marketing and Strategy PPT 1-* Key Learnings Strategy needs to succeed in a dynamic market. A business strategy includes the determination of the product-market scope and its dynamics (as reflected in the intensity of the business investment), the customer value proposition, assets and competencies, and functional strategies and programs. External analysis includes analyses of customers, competitors, markets, and the environment. Internal analysis includes a performance appraisal and an examination of organizational strengths, weaknesses, problems, constraints, and strategic options. The role of these analyses is to identify existing or emerging opportunities, threats, trends, strategic uncertainties, and strategic options. The marketing team needs to be a partner in strategy and by involved in overcoming silo barriers. PPT 1-* Ancillary Slides PPT 1-* “It isn’t that they can’t see the solution, it’s that they can’t see the problem.” - G. K. Chesterton PPT 1-* “Experience, to most men, is like the stern lights of a ship, which illuminate only the track it has passed.” - Sam