班博思市场营销培训的资料.ppt.pptVIP

Tonight’s Class: January 14, 2004 Your Host… * Kenichi Ohmae “In business as on the battlefield… …the object of strategy is to bring about the conditions most favorable to one’s own side. “In strategic thinking, one first seeks a clear understanding of the particular character of each element of a situation… …and then makes the fullest possible use of human brainpower to restructure the elements in the most advantageous way. * “Phenomena and events in the real world do not always fit a linear model. “Hence, the most reliable means of dissecting a situation into its constituent parts… …and then reassembling them in the desired pattern is not a step-by-step methodology such as systems analysis. “Rather, it is that ultimate non-linear thinking tool, the human brain.” Kenichi Ohmae * “No matter how difficult or unprecedented the problem, a breakthrough to the best possible solution can come only from a combination of rational analysis based on the real nature of things, and imaginative reintegration of all the different items into a new pattern… …using non-linear brainpower.” Kenichi Ohmae * Tonight’s Agenda: Hand in Memo Assignment Pizza Positioning Project - Brief Review “A Swiss Army Knife for your brain” Strategic and Creative Thinking Lecture Form Agencies Client Presentation - Full Audio/Music Now Next Week - 1st Agency Presentations: Select Pizza - 3 Part Format Select Country - Strategy Selection Grid Problem Analysis - Full Audio/Music Now * Assignments: Hand in Memo. Present Pizza!! * Lecture: “A Swiss Army Knife for your brain…” * Concepts We’ll Cover: M.O.S.T. The Strategic Triad Laddering FCB Grid “Exploding the Dot” Learn/Feel/Do Circle 4A’s to 4R’s MarCom Matrix GE Focus System Three Part Format Strategy Selection Grid * “M.O.S.T.” Tactics Strategy Objective Mission In the real world, things can also be driven from the “bottom up.” Wherever yo