班博思市场营销培训资料.pptxVIP

Tonight’s Class:Your Host…January 14, 2004Kenichi 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.Kenichi Ohmae“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 breakthroughto the best possible solution can come only from a combinationof rational analysis based onthe real nature of things, and imaginative reintegration of all the different items into a new pattern……using non-linear brainpower.”Tonight’s Agenda:Hand in Memo Assignment Pizza Positioning Project - Brief Review“A Swiss Army Knife for your brain” Strategic and Creative Thinking LectureForm AgenciesClient Presentation - Full Audio/Music NowNext Week - 1st Agency Presentations: Select Pizza - 3 Part FormatSelect Country - Strategy Selection GridProblem 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 TriadLadderingFCB Grid“Exploding the Dot”Learn/Feel/Do Circle4A’s to 4R’sMarCom MatrixGE Focus SystemThree Part FormatStrategy Selection Grid“M.O.S.T.” Traditional business thinking drives from Mission or ObjectiveMission In the real world, things can also be driven from the “bottom up.”ObjectiveStrategy Wherever you start, all should be linked and integratedTactics? Customer Product Compet