[管理学]第十章 企业战略规划与营销管理过程.pptVIP

企业战略 企业使命 企业目标 业务组合 发展战略 分析 环境分析 市场分析 消费者分析 竞争分析 企业分析 营销计划 营销目标 销售额 市场占有率 品牌形象 市场开发 市场选择 市场细分 目标市场选择 市场定位 营销组合 4P‘S 6P’S 实施 组织 预算 指挥 激励 评价 协调 控制 市场营销信息系统 市场营销调研系统 市场营销决策辅助系统 市场营销管理过程 SWOT分析模型 SWOT分析法（也称道斯矩阵）即态势分析法，20世纪80年代初由美国旧金山大学的管理学教授韦里克提出，经常被用于企业战略制定、竞争对手分析等场合。 SWOT分析即分析企业优势（strength）、劣势（weakness）、机会（opportunity）和威胁（threats）。 P116 SWOT分析步骤 1、确认当前的战略。 2、确认企业外部环境的变化（波特五力或者PEST） 3、根据企业资源组合，确认企业的关键能力和关键限制。 4、按照通用矩阵或类似方式评价。 5、将结果在SWOT分析图上定位。 6、战略分析 案例分析 沃尔玛(Wal-Mart)SWOT分析案例 优势－沃尔玛是著名的零售业品牌，它以物美价廉、货物繁多和 一占式购物而闻名。 劣势－虽然沃尔玛拥有领先的IT技术，但是由于它的店铺布满全 球，这种跨度会导致某些方面的控制力不够强。 机会－采取收购、合并或者战略联盟的方式与其他国际零售商合 作，专注于欧洲或者大中华区等特定市场。 威胁－所有竞争对手的赶超目标。 分析原文 Wal-Mart SWOT分析原文 Wal-Mart is a powerful retail brand. It has a reputation for value for money, convenience and a wide range of products all in one store. Wal-Mart has grown substantially over recent years, and has experienced global expansion (for example its purchase of the United Kingdom based retailer ASDA). The company has a core competence involving its use of information technology to support its international logistics system. For example, it can see how individual products are performing country-wide, store-by-store at a glance. IT also supports Wal-Marts efficient procurement. A focused strategy is in place for human resource management and development. People are key to Wal-Marts business and it invests time and money in training people, and retaining a developing them. 资料 Strengths—— Wal-Mart is the Worlds largest grocery retailer and control of its empire, despite its IT advantages, could leave it weak in some areas due to the huge span of control. Since Wal-Mart sell products across many sectors (such as clothing, food, or stationary), it may not have the flexibility of some of its more focused competitors. The company is global, but has has a presence in relatively few countries Worldwide. Weaknesses —— To take over, merge with, or form strategic alliances with ot