Strategic Marketing Not Essay

964 Words Sep 17th, 2012 4 Pages
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Essay Sample: Page 2
Argumentet er, at man ikke kan målrette den interne analyse før man har lavet den eksterne, for den eksterne fortæller hvad man skal have fokus på i den interne. Så ved man hvad der skal til for at få succes i markedet, og se hvordan virksomheden kan spille ind i forhold til hvordan markedet ser ud. Anlægges en omvendt fremgangsmåde, hvor der først foretages en intern analyse, så tager man udgangspunkt i hvad virksomheden kan og prøver at finde markeder der passer til de kernekompetencer, virksomheden har identificeret.



Bogen har fokus på, at man starter analysen på mikroplan(kunde- og konkurrentanalyse) og bevæger sig op på mezzo (markedsanalyse) og makro niveau (omverdensanalyse PEST/PESTEL). De starter med kundeanalysen for at få indspark om hvilket marked virksomheden befinder sig på. Igen for at kunne målrette analyserne så meget som muligt.



Omdrejningspunktet for at lave strategisk markedsføringsplanlægning er SBU’er (strategic business units).



SBU er en organisatorisk veldefineret konstruktion i en virksomhed, som er omdrejningspunktet for at udvikle og drifte en bestemt del af virksomhedens forretning. De er tværgående.



4 delbeslutninger i en forretningsstrategi:



Hvor skal virksomheden konkurrere? (1 beslutning)



Produktmarkedsbeslutningen: hvilket produktmarkedet eller markeder skal virksomheden være på. F.eks. vindmølleproduktion globalt.



Hvordan skal virksomheden konkurrere? (3 beslutninger)
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