营销专题研究-精品课件 .pptxVIP

MARKETINGCASE STUDY2004.3CASE STUDY FRAMEWORKIntroductionExternal analysis-MacroExternal analysis-MicroInternal analysisSWOTI analysisRedefinition of the problemGoalAlternative solutionsMotivated choiceImplementationMarketing environment analysisMacro environment analysis (External)Micro environment analysis (External)Internal environment analysisExternal analysis:Macro MicroPEST analysisFive forces analysisConsumer analysisSupplier analysisStakeholder analysisPEST analysisPolitical/legalMonopolies legislationEnvironmental protection lawsTaxation policyEmployment lawsGovernment policyLegislationOthers?9、我们的市场行为主要的导向因素，第一个是市场需求的导向，第二个是技术进步的导向，第三大导向是竞争对手的行为导向。10、市场销售中最重要的字就是“问”。11、现今，每个人都在谈论着创意，坦白讲，我害怕我们会假创意之名犯下一切过失。12、在购买时，你可以用任何语言；但在销售时，你必须使用购买者的语言。13、He who seize the right moment, is the right man.谁把握机遇，谁就心想事成。14、市场营销观念：目标市场，顾客需求，协调市场营销，通过满足消费者需求来创造利润。15、我就像一个厨师，喜欢品尝食物。如果不好吃，我就不要它。16、我总是站在顾客的角度看待即将推出的产品或服务，因为我就是顾客。17、利人为利已的根基，市场营销上老是为自己着想，而不顾及到他人，他人也不会顾及你。Economic FactorsInflationEmploymentDisposable incomeBusiness cyclesEnergy availability and costOthers?Socio-cultural FactorsDemographicsDistribution of incomeSocial mobilityLifestyle changesConsumerismLevels of educationOthers?TechnologicalNew discoveries and innovationsSpeed of technology transferRates of obsolescenceInternetInformation technologyOthers?Economies of scale (minimum size requirements for profitable operations)High initial investments and fixed costsCost advantages of existing players due to experience curve effects of operation with fully depreciated assetsBrand loyalty of customersProtected intellectual property like patents, licenses etcScarcity of important resources, e.G. Qualified expert staffThreat of New Entrants (I)Access to raw materials is controlled by existing playersDistribution channels are controlled by existing playersExisting players have close customer relations, e.g. From long-term service contractsHigh switching costs for customersLegislation and government actionThreat of New