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Planning corporate strategy and marketing management
Planning corporate strategy and marketing management mind map, which organizes the contents of corporate strategy and strategic management, planning overall strategy, planning business strategy, planning and implementation of marketing management, welcome to exchange!
Edited at 2023-02-20 00:05:23- bacteria
This is a mind map about bacteria, and its main contents include: overview, morphology, types, structure, reproduction, distribution, application, and expansion. The summary is comprehensive and meticulous, suitable as review materials.
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This is a mind map about plant asexual reproduction, and its main contents include: concept, spore reproduction, vegetative reproduction, tissue culture, and buds. The summary is comprehensive and meticulous, suitable as review materials.
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Planning corporate strategy and marketing management
- bacteria
This is a mind map about bacteria, and its main contents include: overview, morphology, types, structure, reproduction, distribution, application, and expansion. The summary is comprehensive and meticulous, suitable as review materials.
- Plant asexual reproduction
This is a mind map about plant asexual reproduction, and its main contents include: concept, spore reproduction, vegetative reproduction, tissue culture, and buds. The summary is comprehensive and meticulous, suitable as review materials.
- Reproductive development of animals
This is a mind map about the reproductive development of animals, and its main contents include: insects, frogs, birds, sexual reproduction, and asexual reproduction. The summary is comprehensive and meticulous, suitable as review materials.
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Planning corporate strategy and marketing management
1. Corporate strategy and strategic management
Characteristics of corporate strategy
Overall, long-term, resistance, programmatic
Strategy is how to win a war, tactics is how to win a war
Hierarchy of corporate strategy
overall strategy
In what fields should the enterprise operate, the choice of business scope and how to reasonably allocate resources?
business strategy, competitive strategy
Strategic Business Unit (SBU) or related business unit, subsidiary strategy
functional strategy
Research
Production
marketing
HR
finance
…
The general process of strategic management
strategic management general process
2. Plan the overall strategy
Understand and define corporate mission
Write a corporate mission statement
Areas of activity
Main policies
vision and direction
Differentiate Strategic Business Units (SBUs)
Main basis: Is there a common main line of business between the businesses?
SBU characteristics
Have your own business
have common properties and requirements
Carry out business activities independently
There are competitors
Have a corresponding management team
Plan your investment portfolio
"BCG matrix" analysis method
Market growth rate: refers to the SBU’s sales growth percentage in the industry
Relative market share: the ratio of the SBU’s market share to its largest competitor
“GE matrix” analysis method
Plan growth strategy
intensive growth strategy
market penetration
Increase the number and quantity of customers’ purchases, win over customers, and attract new customers and potential customers.
Market Development
Develop new market segments or enter new regional markets
product development
Develop new products or improve products
Diversification
Develop new products in new markets
Integrated growth strategy
vertical integration
backward integration
forward integration
horizontal integration
Diversification strategy
concentric polygonalization
comprehensive diversification
3. Plan business strategy
Analyze business tasks
SBU’s business and development direction
Scope of business activities of SBU
Industry scope
Market scope
vertical range
geographical scope
Analyze the overall strategic environment
general environment
SLEPT analysis
task environment
microenvironment
The competitive environment
Analysis using the "Five Forces Model"
Analyze strategic conditions
Identify the capabilities and components required to take advantage of opportunities
Analyze the current status of existing capabilities
Rating table of relative importance of ability factors P70
Conduct strategic evaluations and formulate measures
Performance/Importance Matrix
4. Planning and implementing marketing management
General process of marketing management
Step1. Clarify business strategy and goals
Analyze and interpret SBU’s basic strategies and goals
Step2. Form a marketing strategy
SWOT analysis - propose basic strategies
Determining target markets – developing marketing mix
Step3. Develop a marketing plan
Each SBU needs to develop marketing plans for its own products (services), product lines, brands, market segments, regional markets, and even customers.
Step4. Implement and control marketing activities
Process control, marketing audit
Develop marketing mix
4P
4P
11P
"11P" includes the big marketing mix, that is, the 6P mix (product, price, promotion, distribution, government power, public relations). This 6P combination is called the marketing strategy. Whether it is determined appropriately depends on the marketing strategy. 4P” (in order, market research (probing), market segmentation (segmentation), target market selection (priority), market positioning (positioning)), the last “P” (employees), runs through the entire process of corporate marketing activities, It is also a guarantee of success in implementing the first 10 “P’s”.
4C
4C
4R
4R model