战略管理-ppt CHAP08.pptVIP

Strategic ManagementConcepts Cases8th editionFred R. David Chapter 8: Implementing Strategies: Marketing, Finance/Accounting, RD, and CIS Issues PowerPoint Slides By: Anthony F. Chelte Western New England College Comprehensive Strategic Management Model Implementing Strategies “There is no “perfect” strategic decision. One always has to pay a price. One always has to balance conflicting objectives, conflicting opinions, and conflicting priorities. The best strategic decision is only an approximation—and a risk.” —Peter Drucker— Implementing Strategies “As market windows open and close more quickly, it is important that RD be tied more closely to corporate strategy.” —William Spenser— Implementing Strategies “Most of the time, strategists should not be formulating strategy at all; they should be getting on with implementing strategies they already have.” —Henry Mintzberg— Implementing Strategies Less than 10% of strategies formulated are successfully implemented! Implementing Strategies Some reasons for low success rate Failing to segment markets appropriately Paying too much for a new acquisition Falling behind competition in RD Not recognizing benefit of computers in managing information Marketing Issues Two Variables of Central Importance to Strategy Implementation: Market Segmentation Product Positioning Marketing Issues Decisions that may require policies: Use exclusive dealers or multiple channels of distribution Use heavy, light, or no TV advertising Be a price leader or price follower Offer a complete or limited warranty Salespersons reward structure Marketing Issues Current Issues: Tracking individual movements on the Internet Consumer “profiling” Marketing Mix: Component Factors Marketing Issues Market Segmentation Used in strategy implementation Particularly useful in small and specialized firms Marketing Issues Market Segmentation Important because: Market and product development, market penetration, and diversifica