Structure & Systems 结构和体系 • Strategy based 从策略出发 • Team work 团队合作
4 Solutions®-POAS
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What is the core competence? 什么是核心竞争力？
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Main objectives of marketing planning 市场运作计划的主要目标
To learn from the past 总结过去 To anticipate the future 展望将来 To spot and prioritise relevant opportunities 抓住机遇，分清主次 To develop winning strategies 制定全胜策略 To allocate resources to best advantage 充分以及最大化利用资源 To blueprint excellent implementation 为成功运作做勾画
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The key marketing planning steps:
市场运作计划的关键步骤:
Identify opportunities： 确认机会
Data gathering 收集数据 Brand reviews 品牌分析
Customer Focus 聚焦客户
Market-led Strategy 市场导向策略 • Core competencies to 核心领导力 • Opportunity driven 机遇驱动 • Competitive advantage 竞争优势 Implementation 执行 • People 人力 • Incentives 奖励机制 • Communications 交流
Solution 2
Understand Marketing-driven Planning 深刻理解以市场部为导向的市场营运计划 Solution 2 锦囊之二
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4 Solutions®-POAS
Байду номын сангаас
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Contents 内容
Annual planning and template 年度计划与模板 Product competitive analysis 产品竞争分析 Overall strategies and approaches 整体策略与手段 Marketing-driven brand development 以市场部为导向的品牌发展 Required local sales office supports 需要各地销售办提供的有效支持
The possession of abilities or skills to perform the focused activities well 具备一定能力和技能来很好地完成重点项目 The potential to make a significant contribution to the customer benefits of the products 这种潜力可为产品的客户利益做重大贡献 An unique strength that is difficult for competitors to imitate 为竞争对手难以模仿的独特优越性 Competence = Strengths - Weaknesses 竞争力 = 优势 - 弱点
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Why do we need strategic planning? 为什么需要战略计划？
A plan that does not take into account the Company’s core competence is just optimistic or more likely a dream…, but not really a plan 未考虑企业核心竞争力的计划是盲目乐观的, 或者说更象是一个梦, 而不是计划 The key point: a viable fit is a must 关键点: 合理的吻合是必须的
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How do we ensure the strategic planning works? 如何确保战略计划有效？
Translate it into local operating plans 转化为当地的操作计划 Evaluate local resources 评判当地资源 Assess local opportunities 评估当地机会 Prioritize local tasks 确定当地任务的轻重缓急 Develop alternative options 开发一些其它选择
Market oriented strategic planning is the managerial process of developing and maintaining a viable fit between the organization’s objectives, skills and resources … and the changing market opportunities . 市场导向的战略计划是管理层确保发展和维护公司的目标，技能和资源能与日趋 变化市场机会相吻合的一个程序。 The aim of strategic plan is to shape and reshape the company’s businesses and products so that they yield targeted sales and profits 战略计划的目的是定型和再确认公司的业务和产品以达到销售目标和利润目标。
A marketing plan is a good operating plan 市场运作计划是很好的操作计划
It must be: 它必须 Based on factual research 基于事实调查 Tied to company objectives 与企业目标相联系 Logic and easy to follow 逻辑性强且易执行 A living document subject to changes of circumstance. 随时根据具体情况变化而变更
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The process of planning 计划的程序
Planning is the process of deciding today what are we going to do tomorrow 计划是在今日确定今后应做什么的一个过程 Good planning requires the effective use of resources with clear objectives 好计划需要有明确目标并有效地使用资源 Good planning requires the evaluation and comparison of alternatives 好计划要求评估和比较各种可供选择的方案
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The evolution for a customer-oriented organization 以客户为本的企业的演变
Finance 财务 Production & Logistics 生产及后勤 Finance 财务
MARKETING 市场运作
PRODUCT LINE 产品线 ONE YEAR 一年
REGIONAL SALES 大区销售
SALES TASK 销售任务 QUARTERLY / MONTHS 季/月
DATA 数据
STATISTICAL 统计性
LOCAL AND WELL DEFINED 地方和明确定义的 REGIONAL SALES MANAGER 大区经理
Draft marketing plan 拟定市场计划 Gain management approval 获得管理层的批准 Implement the tactic plans 执行操作计划
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Marketing
市务
Customers
客户 Human Resources 人力资源
Human Resources 人力资源
Sales & Marketing 销售及市务
Production & Logistics 生产及后勤
Marketing as an equal function
平等的部门分工
PEOPLE 人员
CORP. VP DIRECTORS 副总裁,总监
MARKETING MANAGERS 市场部经理
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