2. Why Strategic Marketing needed Enviro- nment Customer Technology Corporate Strategy Compe- Develo tition pment
6 2.Why Strategic Marketing needed Customer Environment Technology Development Competition 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）