《市场营销战略》PPT课件(I)

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1、第三章规划企业战略与市场营销管理人无远虑必有近忧第一节企业战略与战略管理公司为谋求生存和发展而做出的带有长远性、全局性的谋划和方案企业战略的特征全局性长远性抗争性纲领性ThetasksofstrategicplanningindifferentlevelinacorporateCorporateHeadquarter(Corporatestrategicpanning)SBU1(SBUstrategy)SBU2(SBUstrategySBU3(SBUstrategyR&DStrategyMrt.StrategyHRStrategyFa

2、n.StrategyBusiness1StrategyBusiness3StrategyBusiness2Strategy企业战略的层次结构总体战略-----企业应在哪些领域活动，经营范围选择和资源如何合理配置。经营战略-----是战略经营单位、子公司的战略。职能战略-----帮助职能部门及管理人员更加清楚的认识本部门在总体战略、经营战略中的任务责任、要求，有效运用有关管理职能，保证企业目标的实现。Strategic-Planning,Implementation,andControlProcessMeasuringresultsDi

3、agnosingresultsTakingcorrectiveactionImplementationPlanningCorporateplanningDivisionplanningBusinessplanningProductplanningOrganizingImplementingControlThetasksofcorporateplanning–thedutyofHeadquartersDefinethecorporatemissionEstablishstrategicbusinessunits(SBUs)Assignr

4、esourcestoSBUsPlannewbusiness,downsizeolderbusinessesGoodMissionStatements:LimitednumberofgoalsStressmajorpolicies&valuesDefinecompetitivescopesEstablishstrategicbusinessunits(SBUs)企业对其各项业务从性质上区别，划分为若干战略经营单位。AssignresourcestoSBUsTheBostonConsultingGroup’sGrowth-ShareMat

5、rix20%-18%-16%-14%-12%-10%-8%-6%-4%-2%-0MarketGrowthRate3?Questionmarks???21Cashcow6Dogs8710x4x2x1.5x1xRelativeMarketShare.5x.4x.3x.2x.1xStars54(GE)MarketAttractiveness:Competitive-PositionPortfolioClassificationMARKETATTRACTIVENESS5.003.672.331.00LowMediumHighReliefval

6、veFlexiblediaphragmsFuelpumpsAerospacefittingsClutchesHydraulicpumpsJointsStrongMediumWeakBUSINESSSTRENGTH1.002.333.675.00Invest/growSelectivity/earningsHarvest/divestSales1050Time(years)TheStrategic-PlanningGapDesiredsalesIntegrativegrowthIntensivegrowthCurrentportfoli

7、oStrategic-planninggapDiversificationgrowth二、规划增长战略扩展新业务通常有三个途径和方向：纵深方向扩展一体化方向扩展多元化方向扩展2.4.1ThreeIntensiveGrowthStrategies:Ansoff’sProduct/MarketExpansionGridDiversification2.MarketdevelopmentNewmarkets1.MarketpenetrationExistingmarketsExistingproducts3.Productdevelopme

8、ntNewproductsProductsMarkets主要的增长战略密集性增长一体化增长多样化增长市场渗透后向一体化同心多样化市场开发前向一体化水平多样化产品开发水平一体化整体多样化一、密集性增长战略～纵深方向条件：企