复旦大学管理学院：《营销管理》PPT讲义（英文版）_Chapter2 Strategic Marketing

Introdu. Chapter2 Strategic Marketing ction <> slides A eases Winning Markets d uestions JANUAR BACK Readings

Introdu- Chapter2 Strategic Marketing ction Slides Case Questions Readings BACK Winning Markets

BACK 1. What's strategic marketing? 2. Why strategic marketing needed 3. Objectives of Strategic Marketing 4. Corporate Strategic analysis 5. Develop Marketing Strategies

1. What’s Strategic Marketing? 2. Why Strategic Marketing needed? 3. Objectives of Strategic Marketing 4. Corporate Strategic Analysis BACK 5. Develop Marketing Strategies

1. What's Strategic Marketing? o Story of SoNY/Disney oo Strategic Marketing Focuses on Long Term Marketing Issues General Marketing Issues Dynamic Marketing Issues h cM o Strategic Marketing is weakness of Chinas Enterprises

3 1.What’s Strategic Marketing?  Story of SONY/Disney  Strategic Marketing Focuses on: – Long Term Marketing Issues – General Marketing Issues – Dynamic Marketing Issues  Strategic Marketing is weakness of China’s Enterprises

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5 ? Animal Kingdom, Disney America ? Disney’s Portfolio Evolution 1920 Animation 1930 1940 1950 1960 1970 1980 1990 Merchandising, music and publishing Filmed entertainment Broadcasting Live entertainment Theme parks Vacations, resorts & property development Character licensing Music publishing Book publishing Disney stores Direct mail Hollywood Records Software development, Animated visual effects feature films Television shows Motion pictures Touchstone films, home videos Hollywood Pictures Miramax acquisition Disney channel KCAL-TV ABC TV network Live theater Hockey Baseball Disneyland Walt Disney World EPCOT Tokyo Disneyland Disney/ MGM Studios Hotel Euro Disney development Resorts Disney Institute vacations Cruise lines, planned communities

2. Why Strategic Marketing needed Enviro- nment Customer Technology Corporate Strategy Compe- Develo tition pment

6 2.Why Strategic Marketing needed Customer Enviro￾nment Technology Develo￾pment Compe￾tition Corporate Strategy

3.Objectives of Strategic Marketing o Define the Corporate Mission o Explore Industrial Opportunities and Positioning o Acquire and allocate resources 6 Evaluate Core Competence o Identify Competitive Advantages o Develop marketing Strategies o Formulate Strategic Marketing Plan

7 3.Objectives of Strategic Marketing  Define the Corporate Mission  Explore Industrial Opportunities and Positioning  Acquire and Allocate Resources  Evaluate Core Competence  Identify Competitive Advantages  Develop Marketing Strategies  Formulate Strategic Marketing Plan

4. Corporate Strategic Analysis dustrial Opportunities Analyses ALco Competences Evaluation Competitive Advantages

8 4. Corporate Strategic Analysis Industrial Opportunities Analyses Resources Analyses Competences Evaluation Industry Positioning Competitive Advantages

Industrial Opportunities Analyses (1) nsors Product/Market Expansion Grid Existing New products products Existing Market Product markets penetration development New Market markets development Diversification

9 Ansoff’s Product/Market Expansion Grid Market penetration Existing markets Existing products Market development New markets Product development New products Diversification Industrial Opportunities Analyses（1）

Industrial Opportunities Analyses (2) The Bcg matrix 20% 18% Stars Question marks c16% 149 ③9 12% ⑤ 210% 8% Cash cow Aa Dogs 66% 4% 8 E2% 6 10x4x2x1.5X1x 5x, 4x 3x. 2x.1x Relative Market Share Kaci

10 The BCG Matrix Stars 5 4 3? Question marks ? 2 1 Cash cow 6 Dogs 8 7 20%- 18%- 16%- 14%- 12%- 10%- 8%- 6%- 4%- 2%- 0 Market Growth Rate 10x 4x 2x 1.5x 1x Relative Market Share .5x .4x .3x .2x .1x Industrial Opportunities Analyses（2）