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Chapter 2

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  • 1. Strategic marketing Chapter 2
  • 2. A Empresa e o seu Ambiente EMPRESA AMBIENTE SECTORIAL Clientes Concorrentes Fornecedores Objectivos e valores Recursos e capacidades Organização: Estrutura, sistemas e estilo ESTRATÉGIA Prof.Doutor Luis Fé de Pinho -2001
  • 3. Planning process
    • Analysis
      • Company situation, opportunities, environmental analysis.
    • Planning
      • Decisions regarding business units, emphasis upon products and brands.
    • Implementation
      • Plans actioned
    • Control
      • Measurement and evaluation of plans and activities.
      • Corrective action where necessary.
  • 4. Critical questions for mission development:
      • The following questions should be asked:
        • What business are we in?
        • Who are our customers?
        • What are we in business for?
        • What sort of business are we?
  • 5. Strategic Audit
      • Internal and external audit
        • External Audit
          • reviews the macro-environment
        • Internal Audit
          • Examines all aspects of the company.
          • Michael Porter’s ‘Value Chain’ which includes ‘inbound logistics’ such as procurement, operations and production and ‘outbound logistics’ such as sales, marketing and customer service
          • Financial management reports
            • profit & loss statement
  • 6. The SWOT analysis
    • Strengths and Weaknesses
      • List the most critical and grade them
    • Opportunities
            • Economic climate
            • Demographic changes
            • Market dynamics
            • Technology
    • Threats
      • Assessed in terms of likelihood and potential damage
            • Competitive activity
            • Channel pressure
            • Demographic changes
            • Politics
  • 7. Portfolio analysis
    • The business portfolio:
      • The collection of businesses and products that make up the company
    • Portfolio analysis:
      • Step 1:
      • Analyse the current business portfolio
      • Step 2:
      • Shape the future business portfolio
  • 8. The BCG growth-share matrix Figure 2.3  The BCG growth–share matrix
  • 9. GE’s strategic business-planning grid Figure 2.4 GE’s strategic business-planning grid
  • 10. Developing strategies
      • Market penetration
      • Market development
      • Diversification
  • 11. Developing growth strategies: Product/market expansion grid Figure 2.5  Product/market expansion grid
  • 12. Marketing planning
    • Marketing plays a key role in the strategic planning process
    • Marketing must work with other functions to develop a system of plans that will best accomplish the firm’s overall objectives and achieve customer satisfaction
  • 13. The marketing plan
    • Executive summary
    • Current marketing situation
    • SWOT analysis
    • Objectives and issues
    • Marketing strategy
    • Action programmes
    • Budgets
    • Controls

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