市场营销第二章

Su, Yu Fall 2008
2、Setting company objectives and goals 确定 企业目标 The company mission needs to be turned into detailed supporting objectives for each level of management. This mission leads to a hierarchy of objectives, including business objectives and marketing objectives. (不同层级的目标：商业 目标和市场营销目标）
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1）. Analyzing the current business portfolio 分析当前的业务组合 Portfolio analysis Management evaluates the products and businesses making up the company
"Our mission is to create a growth strategy that allows us to bring good to the world -- by refreshing people every day and inspiring them with optimism through our brands and our actions."
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It involves defining a clear company mission, setting supporting objectives, designing a sound business portfolio, and coordinating functional strategies. 战略计划通过定义清晰的公司使命、设立支 持性的公司目标、规划合理的业务组合以及 协调各个职能战略来实现这个目的。
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Reading Assignment : P 29- P36 P 38- P41
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I. Companywide Strategic Planning
What is strategy? The strategy is the management decisionmaking of set up the enterprise long term goal, to formulate management policy and resource distribution. 战略是设立企业长远目标，制定经营方针 及资源分配等的经营决策。
Su, Yu Fall 2008
A company’s objective must be “ profitable growth”.
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Product-market Expansion Grid 产品－市场拓展方格
Existing Products Existing New Products
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Step 1: Identify the the key business making up the company. 确定公司组成中的核心业 务 Step 2: Assess the attractiveness of its various SBUs and decide how much support each deserve. 评估每个SBU的吸 引力， 并且决定各项业务应当给予多大的 支持。
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The Portfolio analysis method BCG growth share Matrix
Figure 2.2
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The BCG (Boston Consulting Group) growth-share matrix (成长和份额矩阵）
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Market development 市场开发 A strategy for company growth by Identifying and developing new markets for current products
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A market-oriented mission statement defines the business in terms of satisfying basic customer needs. 市场导向的使命陈述从满足基本的顾客需 要的角度来定义其业务。
按市场增长率和相对市场份额相对大小，可以 将所有业务单位的市场地位分为四种类型 Star 明星类: high- growth, high-share Cash cow 金牛类: low-growth, high-share Question mark 问号类: high growth, low share Dog 瘦狗类：low growth, low share
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Designing business portfolio
Step1、Analyzing the current business portfolio 分析当前的业务组合 Step 2、Developing strategies for growth and downsizing 制定成长和减缩战略
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Product development 产品开发 A strategy for company growth by offering modified or new products to current markets.
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Diversification 多元化 A strategy for company growth by starting up or acquiring businesses outside the company’s current product and markets.

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Market-Oriented Mission
A mission statement asks..
What is our business? Who is the customer? What do consumers value? What should our business be?
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SBU: strategic business units 战略业务单位 A unit of the company that has a separate mission and objectives and that can be planed independently from other company business. 公司中有独立的使命和目标， 独立于公司 其他业务之外制定计划的一个业务单元。
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Strategic Planning
Company Mission
Business Objectives Marketing Objectives
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3. Design The Business Portfolio (设计业 务组合） A business portfolio is the collection of businesses and products that make up the company 构成公司业务和产品的集合
School of Managห้องสมุดไป่ตู้ment
Su， Yu Fall 2008
Chapter 2 Marketing strategy
Outline： 1. Explain companywide strategic planning 2. How to design business portfolios and develop growth strategies 3. Describe elements of customer-driven marketing strategy and mix
Markets
New Markets
Market Penetration
Product Development
Market Development
Diversification
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Market penetration 市场渗透 A strategy for company growth by increasing sales of current products to current customers without changing the products.
A mission statement should be:
An “invisible hand” Neither too narrow nor too broad Fitting of market environment Based on distinctive competencies Motivating
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The types of Plans Annual plan 年度计划 Long range plan 长期计划 Strategic plan 战略计划
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What is Strategic planning ?
The process of developing and maintaining a strategic fit between the organization ’s goals and capabilities and its changing marketing opportunities. 创造并且保持组织的目标能力与组织不断变化 的营销机会之间的战略配适的过程。

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Disney Mission Statement
"We create happiness by providing the finest in entertainment for people of all ages, everywhere."
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Su, Yu Fall 2008
The portolio analysis method
two important dementions The attactiveness of the SBU’s market or industry ( Market growth rate 市场增长率) The strength of the SBU’s position in that market or industry (Relative market share 相对市场占有率)
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Steps in Strategic Planning
Figure 2.1
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1、 Defining market -oriented mission 定义 市场导向的公司任务和使命 Mission statement 使命陈述
A Statement of the organization’s purpose – what is wants to accomplish in the large environment. 是对组织目的的表述， 即组织在大环境中想 要完成的事情。