7 Cs of International Human Resource Management - PowerPoint by shf25653

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									      Chapter 2

Marketing In Organization



          Lecturer : Eap Bunkhoeurn   1
             Content

I- The Strategic Management Process
II- The Strategic Marketing Process




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I. The Strategic Management
     Process
      Business Mission
       - Objective
       - Opportunities
      Research and Development Plan
      Manufacture Plan
      Strategic Marketing Process
      Financial Plan
      Human Resource Plan
                   Lecturer : Eap Bunkhoeurn   3
1. What is Business?

    3 Cs of Business :
      1- Customers
      2- Company
      3- Competitors




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2. Organizational Goals

     1- Profits
     2- Sales Revenue
     3- Market Share
     4- Unit Sales
     5- Survival
     6- Social Responsibility

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3. Identifying the Organizational
     Opportunities


     1- What might we do
     2- What do we do best
     3- What must we do




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 . SWOT Analysis

1- Strengths :
  - Quality products in many consumer and
  industrial market.
  - Respected name among buyers of it
  products
  - Financial power
  - Technical leadership in many sectors
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. SWOT Analysis

   2- Weakness :
     - No clear strategic direction
     - Bureaucracy and many layers of management
     - Low annual increase in productivity
     - Two thirds of revenues come from slow–
     growth business.
     - Weak in truly global business


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. SWOT Analysis

   3- Opportunities :
     - High technology and service sectors growing
     rapidly.
     - International market growth
     - National market growth
     - The government more lenient in cooperative
     joint ventures.
     - Company technology can provide new
     products for new markets.
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 . SWOT Analysis

4- Threat :
  - Existing markets facing many changes
  - Foreign firms have lower production
  cost
  - Sales gains by competitors in its
  established markets.
  - Main markets growth slowly.
               Lecturer : Eap Bunkhoeurn   10
II- The Strategic Marketing Process

    1- Planning :
      1-1 Situation Analysis
         - Find where we have been & are now
         - Project where we are headed with
         existing plans.



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II- The Strategic Marketing Process
    1- Planning :
      1-2 Goal Setting :
          - Segment the market
          - Identify alternative marketing
          opportunities :
                - Market penetration
                - Market development
                - Product development
                - Diversification
          - Select target market
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II- The Strategic Marketing Process
    1- Planning :
      1-3 Marketing Program
         - Develop the Program’s MarketingMix
         - Develop the budget




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II- The Strategic Marketing Process
    2- Implementation :
      Execute the Marketing Program :
         - Product planning
         - Marketing research
         - Sales
         - Advertising and Promotion


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II- The Strategic Marketing Process
    3- Control :
         - Measure results and compare with
         plans
         - Correct negative deviations and
         exploit positive deviations.




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Thank !!!
   Lecturer : Eap Bunkhoeurn   16

								
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