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Exhibit 8-5: Interfaces among
R&D, Operations, and Marketing
Chapter 8
Copyright © 2017 John Wiley & Sons,
Inc.
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5. Regionalization of Global
Marketing Strategy
• Regional strategies are the cross-subsidization of
market share battles in pursuit of regional
production, branding, and distribution advantages.
– Issues in regionalization of global marketing
strategy:
•
•
•
•
Chapter 8
Cross-Subsidization of Markets
Identification of Weak Market Segments
Use of “Lead Market” Concept
Marketing Strategies for Emerging Markets
Copyright © 2017 John Wiley & Sons,
Inc.
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6. Competitive Analysis
• SWOT (Strengths, Weaknesses, Opportunities,
and Threats) Analysis (See Exhibit 8-6.)
– A SWOT analysis divides the information into two
main categories: internal and external factors.
– Based on SWOT analysis, marketing executives can
construct alternative strategies.
– The aim of any SWOT analysis should be to isolate
the key issues that will be important to the future of
the firm and that will be addressed by subsequent
marketing strategy.
Chapter 8
Copyright © 2017 John Wiley & Sons,
Inc.
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Exhibit 8-6: SWOT Analysis
Chapter 8
Copyright © 2017 John Wiley & Sons,
Inc.
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