商务大综合完整版.docxVIP

Questions 1 In the case, the organization has chosen to focus in the high profit goods and services in the market, what is the positive and negative effects of this policy? 企业推行高端市场战略的利弊分析 有利方面包括(产品的专业化,管理的专业化,产品周期, 经济规模和海外市场策略,企业形象,股东受益,市场分层 定位精准和顾客分层明确,高利润收益等方面) 1)从产品组合的优势来分析:就是产品专业化程度高,产品生产线集中,生产周期短,经济规模更专业。 2)从市场组合的优势来分析:产品定位明确,海外市场销售策略更集中和专业化,市场分层面对高端市场,塑造更好的企业形象和产品品牌价值。 3)顾客分层明确并能得到高端客户的认可。 4)从利润和风险方面来分析:高端产品回报高额利润,在一定时期内 专业市场的资金回报比分散的市场汇报风险更低。 5)从股东投资优势来分析:股东的投资风险在专业市场比在分散市场更容易控制。 6)从管理优势分析:专业化市场对于管理人员的专业程度提升更快。 不利因素包括(产品过于单一,细分市场承受能力较弱 利润高但是风险也大,单一产品转型经济规模狭窄;过度依 赖专业化程度造成管理人员对专业程度要求更高,不利于管理等。 1)从产品组合的劣势分析:产品过于单一,风险程度高。 2)从市场组合的劣势分析:市场单一化,应对商业风险能 力下降。 3)从顾客分层劣势分析:顾客分层太集中,不利于产品市场的推广和销售。 4)从利润和风险方面来分析:利润高,但风险也高,在动 态的商务环境下,单一得高端产品风险防控比较弱 5)从股东投资劣势来分析:单一的市场导致拓展多领域比 较困难。 6)从管理劣势来看:单一专业的产品和市场,对于管理人 员的要求更高,管理具有挑战性。 Possible positive sides include: the organization and its staff in the management team are be more specialized in perfecting the experiments in special market segments and to further develop the production life circle in the field of economies of scale, and international market strategies; To enhance the organization’s image in high-end customers markets to increase the growth of the brands value; the company s unique identity will be more recognizable by the customers; high quality products gain high profit while lowering the investment risks in focusing in more than one market fields Establishing trust and confidence in shareholders Possible negative sides include: Limitation of the products leads to a weaker market to encounter the changeable business situation and the shareholders get higher risks in losing their money and hard to control the tendency and development of the organization; relying too much on expertise and profession let the organization get less chances to other business fields Lack of the support from other stakeholders. Question 2 Analyze the potential conflicts the cigarette company may face with when pursuing growth and meeting t