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Marketing Manager Course - Chapter 07

Tham khảo tài liệu 'marketing manager course - chapter 07', kinh doanh - tiếp thị, kỹ năng bán hàng phục vụ nhu cầu học tập, nghiên cứu và làm việc hiệu quả | McGraw-Hill © 2004 The McGraw-Hill Companies, Inc. All rights reserved. Chapter 7 StrategicStrategic ManagementManagement McGraw-Hill © 2004 The McGraw-Hill Companies, Inc. All rights reserved. Learning Objectives After reading this chapter, you should be able to: z Implement the steps in the strategic management process. z Conduct an analysis of the firm’s strengths, weaknesses, opportunities, and threats. z Identify the factors that create a sustained competitive advantage. z Link external and internal environment data to determine a firm’s strategic intent and mission. z Choose appropriate business strategies at the corporate and business-unit levels. McGraw-Hill © 2004 The McGraw-Hill Companies, Inc. All rights reserved. The Strategic Management Process z It is the job of top level management to chart the course of the entire enterprise. z It consists of: ¾ Analysis of the internal and external environment of the firm. ¾ Definition of the firm’s mission. ¾ Formulation and implementation of strategies to create or continue a competitive advantage. McGraw-Hill © 2004 The McGraw-Hill Companies, Inc. All rights reserved. The Strategic Management Process (continued) z Strategic management involves both long-range thinking and adaptation to changing conditions. z Strategies should be designed to generate a sustainable competitive advantage. z Competitors should be unable to duplicate what the firm has done or should find it too difficult or expensive. McGraw-Hill © 2004 The McGraw-Hill Companies, Inc. All rights reserved. ComponentsComponents ofof thethe StrategicStrategic ManagementManagement Process:Process: Analyze the external and internal environments Define strategic intent and mission Formulate strategies Implement strategies Assess strategic outcomes McGraw-Hill © 2004 The McGraw-Hill Companies, Inc. All rights reserved. SWOT Analysis z Commonly used strategy tool: SWOT ¾ Strengths, Weaknesses, Opportunities, Threats z Step 1: Analyze the organization’s .