文档介绍：Chapter 3
Winning Markets:
Marketing Management
Tenth Edition
Objectives
Corporate and division strategic planing
Business unit planning
The marketing process
Product level planning
The marketing plan
Market-Oriented Strategic Planning
Objectives
Skills
Resources
Opportunities
Market-Oriented Strategic Planning
Objectives
Skills
Resources
Opportunities
Profit
and
Growth
Corporate Headquarters Planning
Define the corporate mission
Establish strategic business units (SBUs)
Assign resources to SBUs
Plan new business, downsize older businesses
Strategic-Planning, Implementation, and Control Process
Measuring
results
Diagnosing
results
Taking
corrective
action
Implementation
Planning
Corporate
planning
Division
planning
Business
planning
Product
planning
Organizing
Implementing
Control
Good Mission Statements:
Limited number of goals
Stress major policies & values
petitive scopes
The Boston Consulting Group’s Growth-Share Matrix
20%-
18%-
16%-
14%-
12%-
10%-
8%-
6%-
4%-
2%-
0
Market Growth Rate
3
?
Question marks
?
?
?
2
1
Cash cow
6
Dogs
8
7
10x 4x 2x 1x
Relative Market Share
.5x .4x .3x .2x .1x
Stars
5
4
Market Attractiveness: Competitive- Position Portfolio Classification
MARKET ATTRACTIVENESS

Low
Medium
High
Relief
valve
Flexible
diaphragms
Fuel
pumps
Aerospace
fittings
Clutches
Hydraulic
pumps
Joints
Strong
Medium
Weak
BUSINESS STRENGTH

Invest/grow
Selectivity/earnings
Harvest/divest
Sales
10
5
0
Time (years)
The Strategic-Planning Gap
Desired
sales
Integrative growth
Intensive growth
Current
portfolio
Strategic-
planning
gap
Diversification growth