marketingcasestudy英文(编辑修改稿)

marketingcasestudy英文(编辑修改稿)内容摘要：

nternal analysis 5M analysis: Men Money Machinery Material minutes SWOTI analysis Strengths (internal analysis) Weaknesses (internal analysis) Opportunities (external analysis) Threats (external analysis) Issues (getting from SWOT) Opportunity matrix 1 4 3 2 Success Probability High Low Low High Threat matrix 1 4 3 2 Probability of Occurrence High Low Low High Four outes An ideal business High in major opportunity and low in major threat A speculative business High in both opportunity and threat A mature business Low in both opportunity and threat A trouble business Low in major opportunity and high in major threat Checklist for performing strengths/weakness analysis Marketing Company reputation。 market share。 customer satisfaction。 customer retention。 product quality。 service quality。 pricing effectiveness。 promotion effectiveness。 sales force effectiveness。 innovation effectiveness。 geographical coverage Finance Cost or availability of capital。 cash flow。 financial stability Manufacturing Facilities。 economies of scale。 capacity。 able, dedicated workforce。 ability to produce on time。 technical manufacturing skill Organization Visionary, capable leadership。 dedicated employees。 entrepreneurial orientation。 flexible or responsive Redefinition of the problem Conclusion of the SWOTI analysis Find out the problem(s) you will focus on Goal The target you will arrive if you solve the redefined problem. Implementation Marketing segmentation, targeting and positioning Marketing strategy Marketing mix (plan) The strategicplanning, implementation, and control process Corporate planning Division planning Business planning Product planning Organizing Implementing Measuring results Diagnosing results Taking corrective action Planning Implementing Controlling The Boston Consulting Group Approach (BCG) 波士顿咨询公司模型 (P68) The General Electric Model: (a) Classification Strong Medium Weak BUSINESS STRENGTH Medium High The General Electric Model: (b) Strategies Protect Position Build Selectivel。