China venture dogs are low growth low share

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China VentureDogs are low-growth, low-share businesses and products that maygenerate enough cash to maintain themselves but do not promise tobe large sources of cash.U-Tech
© 2012 Principles of Marketing: An Asian Perspective212.1 Company-Wide Strategic Planning:Defining Marketing’s RoleDevelop GrowthStrategies
© 2012 Principles of Marketing: An Asian Perspective222.1 Company-Wide Strategic Planning:Defining Marketing’s RoleThe Product Market Expansion Grid (Ansoff)A portfolio-planning tool for identifying company growthopportunities through market penetration, marketdevelopment, product development, or diversification.
© 2012 Principles of Marketing: An Asian Perspective232.1 Company-Wide Strategic Planning:Defining Marketing’s RoleDevelop GrowthStrategiesMarket penetrationis a growth strategy increasing sales to currentmarket segments without changing the product7 ElevenMarket developmentis a growth strategy that identifies and developsnew market segments for current products LCD MonitorProduct developmentis a growth strategy that offers new or modifiedproducts to existing market segments McDonald Chicken WingsDiversificationis a growth strategy through starting up or acquiringbusinesses outside the company’s current products and markets McCafe
© 2012 Principles of Marketing: An Asian Perspective242.1 Company-Wide Strategic Planning:Defining Marketing’s RoleDownsizingDownsizingis the reduction of the business portfolio by eliminatingproducts or business units that are not profitable or that no longer fit thecompany’s overall strategy.
© 2012 Principles of Marketing: An Asian Perspective252.1 Company-Wide Strategic Planning:Defining Marketing’s RoleDownsizingMarket environments may changeThe firm may have grown too fast or entered areas where it lacksexperience.The firm may have entered too many foreign markets without properresearchThe company introduces new products that do not offer superiorcustomer value.Finally, some products or business units simply age and die.Cross Habour Ferry
© 2012 Principles of Marketing: An Asian Perspective262.2Planning Marketing:Partnering to Build Customer Relationships2.2
© 2012 Principles of Marketing: An Asian Perspective272.2 Planning Marketing:Partnering to Build Customer RelationshipsPlanning Marketing:Partneringto Build Customer RelationshipsAfter the company’s strategic plan is established, more detailedplanning for each business unit takes place.The major functional departments in each unit—marketing, finance,accounting, purchasing, operations, information systems, humanresources, and others—must work together to accomplish strategicobjectives.(Internal Partners)
© 2012 Principles of Marketing: An Asian Perspective282.2 Planning Marketing:Partnering to Build Customer RelationshipsValueChain (External Partners)Partnering withOthers in the Marketing SystemValue delivery networkis made up of thecompany, suppliers, distributors, and ultimatelycustomers who partner with each other toimprove performance of the entire system.
© 2012 Principles of Marketing: An Asian Perspective292.3Marketing Strategy and the Marketing Mix2.3
© 2012 Principles of Marketing: An Asian Perspective302.3 Marketing Strategy and the Marketing MixManaging Marketing Strategy and the Marketing Mix

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Term
Fall
Professor
roger
Tags
Marketing, SBUs, company wide strategic planning, Asian Perspective

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