对外经济贸易大学：《营销学原理》精品课程教学资源（授课教案）Session 7 Strategic Planning and Marketing Process

Principles of Marketing 5-1 Session 7 Strategic Planning and Marketing Process Text:Chapter 2,Appendix 2 制计价蜀易大孝 国际商学院市场营销学系

5 － 1 5 － 1 Strategic Planning and Strategic Planning and Marketing Process Marketing Process Principlesof Marketing Session 7 Session 7 Text: Chapter 2, Appendix 2

Outline 5-2 I.Discussion on Strategy II.What is Strategic Planning III.Steps in Strategic Planning IV.Planning Functional Strategies 制卧经价蜀易大考 国际商学院市场营销学系

Outline I. Discussion on Strategy I. Discussion on Strategy II. What is Strategic Planning II. What is Strategic Planning III. Steps in Strategic Planning III. Steps in Strategic Planning IV. Planning Functional IV. Planning Functional Strategies Strategies 5－2 5－2

I.Discussion on Strategy 5-3 1.What is Strategy? 2. Competitive Strategies in Different Positions 3.Three Generic Strategies 4.The Five Determinants of Industry Profitability 5.Alternative Views of Strategy 制卧价蜀易大学 国际商学院市场营销学系

I. Discussion on Strategy I. Discussion on Strategy 1. What is Strategy? 2. Competitive Strategies in Different Positions 3. Three Generic Strategies 4. The Five Determinants of Industry Profitability 5. Alternative Views of Strategy 5 － 3 5 － 3

1.What is Strategy? 5-4 Where I am? Where I am going? How to go there? 制卧经价蜀易大考 国际商学院市场营销学系

Where I am? How to go there? Where I am going? 5－4 5－4 1. What is Strategy?

2.Competitive Strategies for Marketers in Different Positions 5-5 Market Leader Market Challenger Market Follower Market Nicher 制纤凌所贸多大孝 国际商学院市场营销学系

¾ Market Leader ¾ Market Challenger ¾ Market Follower ¾ Market Nicher 2. Competitive Strategies for Marketers in Different Positions 5－5 5－5

3.Three Generic Strategies 5-6 >Cost leadership Differentiation Focus Michael E.Porter 征谢纤奇贸多大孝 国际商学院市场营销学系

Michael E. Porter 5－6 5－6 3. Three Generic Strategies ¾ Cost leadership ¾ Differentiation ¾ Focus

Generic Strategies 5-7 TARGET MARKET Narrow Broad Focused Product Narrow Product Differentiation Differentiation Mix Width Wide Cost Cost Focus Leadership Michael E.Porter 制计价蜀易大孝 国际商学院市场营销学系

5 － 7 Generic Strategies 5 － 7 Generic Strategies TARGET MARKET TARGET MARKET Narrow Broad Narrow Broad Product Product Mix Width Narrow Wide Focused Focused Differentiation Differentiation Product Product Differentiation Differentiation Cost Focus Cost Leadership Leadership Michael E. Porter

4.The Five Competitive Forces that Determine Industry Profitability 5-8 Potential Entrants Threat of New Entrants Industry Bargaining Power Competitors Bargaining Power Of suppliers of Buyers Suppliers Buyers Rivalry Among Existing Firms Threat of Substitute Products or Services Michael E.Porter Substitutes 制卧经价蜀易大考 国际商学院市场营销学系

Potential Potential Entrants Entrants Industry Industry Competitors Competitors Rivalry Among Rivalry Among Existing Firms Existing Firms Suppliers Suppliers Buyers Substitutes Substitutes Threat of Threat of New Entrants New Entrants Bargaining Bargaining Power Of suppliers Of suppliers Bargaining Bargaining Power of Buyers of Buyers Threat of Threat of Substitute Products Substitute Products or Services or Services 4. The Five Competitive Forces that Determine Industry Profitability Michael E. Porter 5－8 5－8

5.Alternative Views of Strategy 5-9 Adaptive view:seeking of a fit between company and its environment by a series of analysis tools (SWOT,BCG...). Resources-based view:seeking of flexibility and learning ability of company in order to be proactive with the environmental changes. 国际商学院市场营销学系

5 － 9 5. Alternative Views of Strategy 5 － 9 Adaptive view: seeking of a fit between company and its environment by a series of analysis tools (SWOT, BCG...). Resources-based view: seeking of flexibility and learning ability of company in order to be proactive with the environmental changes

ll.What is Strategic Planning? 5-10 1.Strategic Planning Defined 2.Key Factors to Success 3. Limitation of Strategic Planning 制计价蜀易大学 国际商学院市场营销学系

II. What is Strategic Planning II. What is Strategic Planning ？ 1. Strategic Planning Defined 2. Key Factors to Success 3. Limitation of Strategic Planning 5 －10 5 －10