宝洁公司的战略实施与控制系统.ppt

* * * * * * * * * * * * * * * * * * * * * * * * * * * A note on competition Competitive Response Modeling Expected competitive response Sequence of actions + their NPVs determine optimal strategy 竞争回应建模预期竞争反应的行动顺序+他们npvs确定最佳战略 Which games will we play? E.g. always match competition’s promotion depth E.g. never do in-store coupons 哪些游戏我们可以玩？ 例如：比赛的深入推广例如：在店内消费券 Possible Explanations Consumer value equation? Is price premium too high? Did we overestimate demand for Aroma products? – most likely OK; off-take high where distributed + repurchase rate high 消费者价值公式？ ?是溢价过高？我们高估需求香气的产品呢？ -最有可能