《《精编》营销专题研究》由会员分享，可在线阅读，更多相关《《精编》营销专题研究（50页珍藏版）》请在金锄头文库上搜索。
1、MARKETINGCASESTUDY 2004 3 CASESTUDYFRAMEWORK IntroductionExternalanalysis MacroExternalanalysis MicroInternalanalysisSWOTIanalysisRedefinitionoftheproblemGoalAlternativesolutionsMotivatedchoiceImplementation Marketingenvironmentanalysis Macroenvironmentanalysis External Microenvironmentanalysis Exte
2、rnal Internalenvironmentanalysis Externalanalysis Macro Micro PESTanalysisFiveforcesanalysisConsumeranalysisSupplieranalysisStakeholderanalysis PESTanalysis Political legal MonopolieslegislationEnvironmentalprotectionlawsTaxationpolicyEmploymentlawsGovernmentpolicyLegislationOthers EconomicFactors I
3、nflationEmploymentDisposableincomeBusinesscyclesEnergyavailabilityandcostOthers Socio culturalFactors DemographicsDistributionofincomeSocialmobilityLifestylechangesConsumerismLevelsofeducationOthers Technological NewdiscoveriesandinnovationsSpeedoftechnologytransferRatesofobsolescenceInternetInforma
4、tiontechnologyOthers ThreatofNewEntrants I Economiesofscale minimumsizerequirementsforprofitableoperations HighinitialinvestmentsandfixedcostsCostadvantagesofexistingplayersduetoexperiencecurveeffectsofoperationwithfullydepreciatedassetsBrandloyaltyofcustomersProtectedintellectualpropertylikepatents
5、 licensesetcScarcityofimportantresources e G Qualifiedexpertstaff ThreatofNewEntrants II AccesstorawmaterialsiscontrolledbyexistingplayersDistributionchannelsarecontrolledbyexistingplayersExistingplayershaveclosecustomerrelations e g Fromlong termservicecontractsHighswitchingcostsforcustomersLegisla
6、tionandgovernmentaction ThreatofSubstitutes BrandloyaltyofcustomersClosecustomerrelationshipsSwitchingcostsforcustomersTherelativepriceforperformanceofsubstitutesCurrenttrends BargainingPowerofSuppliers I Themarketisdominatedbyafewlargesuppliersratherthanafragmentedsourceofsupply Therearenosubstitut
7、esfortheparticularinput Thesupplierscustomersarefragmented sotheirbargainingpowerislow Theswitchingcostsfromonesuppliertoanotherarehigh BargainingPowerofSuppliers II Thereisthepossibilityofthesupplierintegratingforwardsinordertoobtainhigherpricesandmargins Thisthreatisespeciallyhighwhen Thebuyingind
8、ustryhasahigherprofitabilitythanthesupplyingindustry Forwardintegrationprovideseconomiesofscaleforthesupplier Thebuyingindustryhindersthesupplyingindustryintheirdevelopment e g Reluctancetoacceptnewreleasesofproducts Thebuyingindustryhaslowbarrierstoentry BargainingPowerofCustomers I Theybuylargevol
9、umes thereisaconcentrationofbuyers Thesupplyingindustrycomprisesalargenumberofsmalloperators Thesupplyingindustryoperateswithhighfixedcosts Theproductisundifferentiatedandcanbereplacesbysubstitutes Switchingtoanalternativeproductisrelativelysimpleandisnotrelatedtohighcosts BargainingPowerofCustomers
10、 II Customershavelowmarginsandareprice sensitive Customerscouldproducetheproductthemselves Theproductisnotofstrategicalimportanceforthecustomer Thecustomerknowsabouttheproductioncostsoftheproduct Thereisthepossibilityforthecustomerintegratingbackwards CompetitiveRivalrybetweenExistingPlayers Therear
11、emanyplayersofaboutthesamesizePlayershavesimilarstrategiesThereisnotmuchdifferentiationbetweenplayersandtheirproducts hence thereismuchpricecompetitionLowmarketgrowthrates growthofaparticularcompanyispossibleonlyattheexpenseofacompetitor Barriersforexitarehigh e g expensiveandhighlyspecializedequipm
12、ent FiveForcesAnalysis KeyQuestionsandImplications Whatarethekeyforcesatworkinthecompetitiveenvironment Arethereunderlyingforcesdrivingcompetitiveforces Willcompetitiveforceschange Whatarethestrengthsandweaknessesofcompetitorsinrelationtothecompetitiveforces Cancompetitivestrategyinfluencecompetitiv
13、eforces egbybuildingbarrierstoentryorreducingcompetitiverivalry Internalanalysis 5Manalysis MenMoneyMachineryMaterialminutes SWOTIanalysis Strengths internalanalysis Weaknesses internalanalysis Opportunities externalanalysis Threats externalanalysis Issues gettingfromSWOT Opportunitymatrix 1 4 3 2 S
14、uccessProbability High Low Low High Attractiveness Threatmatrix 1 4 3 2 ProbabilityofOccurrence High Low Low High Seriousness Fouroutcomes AnidealbusinessHighinmajoropportunityandlowinmajorthreatAspeculativebusinessHighinbothopportunityandthreatAmaturebusinessLowinbothopportunityandthreatAtroublebus
15、inessLowinmajoropportunityandhighinmajorthreat Checklistforperformingstrengths weaknessanalysis MarketingCompanyreputation marketshare customersatisfaction customerretention productquality servicequality pricingeffectiveness promotioneffectiveness salesforceeffectiveness innovationeffectiveness geog
16、raphicalcoverageFinanceCostoravailabilityofcapital cashflow financialstabilityManufacturingFacilities economiesofscale capacity able dedicatedworkforce abilitytoproduceontime technicalmanufacturingskillOrganizationVisionary capableleadership dedicatedemployees entrepreneurialorientation flexibleorresponsive Redefinitionoftheproblem ConclusionoftheSWOTIanalysisFindouttheproblem s youwillfocuson Goal Thetargetyouwillarriveifyousolvetheredefinedproblem Implementation Marketingsegmentation targeting
