Chapter2 Strategic Marketing Introdu-
ction
Slides
Case
Questions
Readings
BACK
Winning Markets
1,What’s Strategic Marketing?
2,Why Strategic Marketing needed?
3,Objectives of Strategic Marketing
4,Corporate Strategic Analysis
BACK
5,Develop Marketing Strategies
3
1.What’s Strategic Marketing?
Story of SONY/Disney
Strategic Marketing Focuses on:
– Long Term Marketing Issues
– General Marketing Issues
– Dynamic Marketing Issues
Strategic Marketing is weakness of
China’s Enterprises
4
5
Animal Kingdom,Disney America
Disney’s Portfolio Evolution
1920
Animation
1930 1940 1950 1960 1970 1980 1990
Merchandising,music and
publishing
Filmed entertainment
Broadcasting
Live entertainment
Theme parks
Vacations,resorts &
property development
Character licensing Music publishing
Book publishing Disney stores
Direct mail Hollywood Records
Software development,
visual effectsAnimated
feature films
Television
shows
Motion pictures
Touchstone
films,home
videos
Hollywood Pictures
Miramax acquisition
Disney channel
KCAL-TV ABC TV
network
Live theater
Hockey
BaseballDisneyland
Walt Disney World
EPCOT Tokyo Disneyland
Disney/
MGM Studios
Euro DisneyHotel development
Resorts
Disney Institute
vacations
Cruise lines,planned
communities
6
2.Why Strategic Marketing needed
Customer
Enviro-
nment
Technology
Develo-
pment
Compe-
tition
Corporate
Strategy
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
8
4,Corporate Strategic Analysis
Industrial Opportunities Analyses
Resources Analyses
Competences Evaluation
Industry Positioning
Competitive Advantages
9
Ansoff’s Product/Market Expansion Grid
Market
penetrationExistingmarkets
Existing
products
Market
developmentNewmarkets
Product
development
New
products
Diversification
Industrial Opportunities Analyses（ 1）
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%-
0M
ar
ke
t G
ro
wt
h R
at
e
10x 4x 2x 1.5x 1x
Relative Market Share
.5x,4x,3x,2x,1x
Industrial Opportunities Analyses（ 2）
11
WeakMediumStrong
M
ar
ke
t At
trac
tiv
en
ess
High
Medium
Low
Business Strength
The GE Grid
Invest
Grow
Selectivity
Earning
Harvest
Divest
Industrial Opportunities Analyses（ 3）
12
The GE Model
13
Industrial Opportunities Analyses（ 4）
Porter’ s Five Forces Model
14
Industrial Opportunities Analyses（ 5）
Industrial Development Analysis
– Industrial organization
– Industrial evolution
– Industrial Technology Innovation
– Industrial Development Drives
– Industrial Reconstruction
15
Resources Analysis
Tangible Resources
--Financial Resource
--Material Resource
--HR
--Organizational Resource
--……
Intangible Resources
--Technological Resource
--Innovational Resource
--Brand and Reputation
--……
16
Competences Evaluation
Corporate Competences
--Logistics -- HR management
– MIS -- Marketing
– Manufacturing -- R & D
– Management -- ……
17
Industrial Positioning (1)
Positioning on the Industrial Chain
– Integration
– Quasi－ Integration
– Specialization
18
Industrial Technological Positioning
–Innovation Leader (SONY/ INTEL)
–Main Technology Applying
–Imitator
–Technology Transferring
Industrial Positioning (2)
19
Positioning In the Value System
–Product Supplier
–Modules Supplier
–Total Solution Supplier
Industrial Positioning (3)
20
Identify Competitive Advantages (1)
Competitive Advantage Identification
– Does Industrial Positioning mean Sustainable
Competitive Advantage?
21
Competitive Advantages Confirming
–Resources,Competences for Cost Reduction?
–Resources,Competences for Differentiation?
–Resources,Competences for Speed?
Identify Competitive Advantages (2)
22
Sources of Competitive Advantage
–Value Chain and Value System
–Value Chain and Value Net
–Outsourcing and Virtual Company
–Economy of Scale and Economy of Speed
Identify Competitive Advantages (3)
23
5.Develop Marketing Strategies（ 1）
Generic Marketing Strategies
-- Intensive Strategy
-- Integrative Strategy
-- Diversification Strategy
24
Intensive Growth
– Market Penetration
– Product Development
– Market Development
Integrative Growth
– Vertical Integration
– Horizontal Integration
Diversification Growth
– Relative Diversification,Concentric Diversification;
Horizontal
– Irrelative Diversification,Conglomerate Diversification
25The Strategic-Planning Gap
26
5.Develop Marketing Strategies（ 2）
Porter’ s Generic Strategies
– Overall cost leadership
– Differentiation
– Focus
Emerging Generic Strategies
– Mass-Customization
– Customer Lock-in
– Speed (Efficient Consumer Response,ECR)
27
Kotler,The Value Delivery Sequence
28The Strategic Marketing Planning Process
6,Formulate Strategic Marketing Plan
29
6,Formulate Strategic Marketing Plan
Executive Summary & Table of Contents
Current Marketing Situation
Opportunity & Threaten Analysis
Objectives
Marketing Strategy
Action Programs
Projected Profit-and-loss
Controls
30
The SWOT Matrix
S tr e n g th
S T S O
W e a k n e s s
WT W O
I
n
t
e
r
n
a
l
A
n
a
ly
s
is
T h r e a te n Op p o r tu n i ty
E x t e r n a l A n a l y s i s
31
Opportunity Matrix
1
4
2
3
High
Low
High Low
At
tra
ct
ive
ne
ss
Success Probability
32
Threat Matrix
1
4
2
3
High
Low
High Low
Se
rio
us
ne
ss
Probability of Occurrence
BACK
广东华帝集团
34
1、什么叫战略业务单位（ SBU）？
如何分析企业的战略业务组合？
2、密集型战略、一体化战略和多角化战略各自的内涵和特点是什么？
3、从中国企业的实践中寻找一个战略营销的例子并加以解释和说明。（本题为团队作业）
思考练习：
BACK
35
阅读任务：
1.教材第一篇第二章,战略规划和市场营销过程,,第 46－
91页。
2.菲利普 ·科特勒,,营销管理,（第九版）
第一篇第 3章。