奧美-策略行銷工具箱

1、策略行銷工具箱 Strategic Marketing Tool Box(1),Jean Lin September 1998,Much of the material in this file has been jointly developed by Colin Benjamin of the Horizons Network and Ian Strachan of Ogilvy & Mather. Copy right is retained by Colin Benjamin and Ogilvy & Mather Asia Pacific,企劃資源庫(kù) 淘寶第一店 ,BASIC TOO

2、LKIT,WHY,WHAT,WHO,I,亂流,改變,五大要素,九宮格,AEIOU,競(jìng)爭(zhēng)優(yōu)勢(shì),策略意圖,企劃資源庫(kù) 淘寶第一店 ,亂流 (Turbulence),定義：當(dāng)你經(jīng)驗(yàn)?zāi)撤N完全無法預(yù)知的狀況之時(shí)，你就會(huì)產(chǎn)生亂流。 Definition: experiencing something totally unsettling that you cant predict. 了解“亂流度”能幫助我們推知產(chǎn)業(yè)或消費(fèi)者，為何產(chǎn)生某種反應(yīng)，以及如何幫助他們處在比較舒適的亂流 度中。,企劃資源庫(kù) 淘寶第一店 ,亂流的來源 (Source of Turbulence),模棱兩可 Ambiguity,復(fù)雜 C

3、omplexity,似是而非 Paradox,不連續(xù)性 Discontinuity,不確定 Uncertainty,機(jī)會(huì) Opportunity,驚奇 Surprise,亂流 Turbulence,=,+,+,+,=,=,企劃資源庫(kù) 淘寶第一店 ,亂流 (Turbulence),企劃資源庫(kù) 淘寶第一店 ,如果你習(xí)慣較低的亂流度，你會(huì) If we are personally more comfortable at lower levels of turbulence,企劃資源庫(kù) 淘寶第一店 ,如果你習(xí)慣較高的亂流度，你會(huì) If we are personally more comfortabl

4、e at higher levels of turbulence,企劃資源庫(kù) 淘寶第一店 ,改變,改變可以幫助我們清楚的思考和分析 企業(yè)、組織、或市場(chǎng)的變革 判斷和預(yù)測(cè)改變的結(jié)果 “Change” can help us to understand and analyze changes that occur in organisation and in the market.,改變的 壓力,清楚的 遠(yuǎn)景,改變的 能力,可行的具 體下一步,改變,+,+,+,持續(xù)力,+,企劃資源庫(kù) 淘寶第一店 ,缺一不可 You cant do without each one of them,改變的壓力 Pr

5、essure for Change,改變的壓力 Pressure for Change,改變的壓力 Pressure for Change,改變的壓力 Pressure for Change,清楚的遠(yuǎn)景 Clear Shared Vision,清楚的遠(yuǎn)景 Clear Shared Vision,清楚的遠(yuǎn)景 Clear Shared Vision,改變的能力 Capacity for Change,改變的能力 Capacity for Change,改變的能力 Capacity for Change,可行的具 體下一步 Actionable first Steps,可行的具 體下一步 Actio

6、nable first Steps,可行的具 體下一步 Actionable first Steps,持續(xù)力 Sustained Momentum,持續(xù)力 Sustained Momentum,持續(xù)力 Sustained Momentum,改變的能力 Capacity for Change,可行的具 體下一步 Actionable first Steps,持續(xù)力 Sustained Momentum,清楚的遠(yuǎn)景 Clear Shared Vision,不是優(yōu)先處理的事 Bottom of the priority list,隨意發(fā)生的事 Random & haphazard efforts,焦

7、慮和挫折 Anxiety & Frustration,只有熱情別無他物 Hot air & not much else,頭重腳輕, 見光死 A fast start that fizzles and dies,+,+,+,+,=,+,+,+,+,=,+,+,+,+,=,+,+,+,+,=,+,+,+,+,=,企劃資源庫(kù) 淘寶第一店 ,購(gòu)買者 Buyers,供應(yīng)商 Suppliers,新進(jìn)入市場(chǎng)的威脅 Treat of new entrants,購(gòu)買者的議價(jià)能力 Bargaining power of buyers,供應(yīng)商的 議價(jià)能力 Bargaining power of suppliers,

8、替代品的威脅 Threat of substitute products or services,行業(yè)的競(jìng)爭(zhēng)者 Industry competitors,替代品 Substitutes,潛在的進(jìn)入者 Potential entrants,決定行業(yè)獲利的五大要素,現(xiàn)存競(jìng)爭(zhēng)者密集度Intensify of Rivalry,O & M,Ref: TN/SM/STRMKTOL/rc,企劃資源庫(kù) 淘寶第一店 ,Buyers,Suppliers,Treat of new entrants,Bargaining power of buyers,Bargaining power of suppliers,Th

9、reat of substitutes,Industry competitors,Substitutes,New entrants,Intensify of Rivalry,Entry Barriers Economics of scale Proprietary product differences Brand identity Switching costs Capital requirements Access to distribution Absolute cost advantages - proprietary learning curve - access to necess

10、ary inputs - proprietary low-cost production design Government policy Expected retaliation,Rivalry Determinants Industry growth Fixed (or storage) costs / value added Intermittent overcapacity Product differences Brand identity Switching costs Concentration and balance Informational complexity Diver

11、sity of competitors Corporate stakes Exit barriers,Entry Barriers Differentiation of inputs Switching costs of suppliers and firms in the industry Presence of substitute inputs Supplier concentration Importance of volume to supplier Cost relative to total purchases in the industry Impact of inputs o

12、n cost or differentiation Threat of forward integraion relative to threat of backward integration by firms in the industry,Bargain leverage Buyer concentration versus firm concentration Buyer volume Buyer switching costs relative to firm switching costs Buyer information Ability to backward integrat

13、e Substitute products Pull-through,Price sensitivity Price/total purchases Product differences Brand identity Impact on quality/ performance Buyer profits Decision makers incentives,Determinants of Buyer Power,企劃資源庫(kù) 淘寶第一店 ,競(jìng)爭(zhēng)對(duì)手無法趕上的競(jìng)爭(zhēng)優(yōu)勢(shì),這個(gè)工具幫助我們思考目前的狀況，明天的狀況，和未來的狀況。提醒我們不要只去思考眼前的問題，也能預(yù)留未來勝利的空間和方向 Thi

14、s tool helps us to evaluate where we are today, where will we be tomorrow, and where we will be in the future. It enables us to have a broader view of the whole picture and to march on in a meaningful future direction.,企劃資源庫(kù) 淘寶第一店 ,競(jìng)爭(zhēng)優(yōu)勢(shì) Competitive Edge,比較性的優(yōu)點(diǎn) Comparative Advantage 比較好” Something be

15、tter,具競(jìng)爭(zhēng)性的長(zhǎng)處 Competitive Advantage 不同的特性讓我們的對(duì)手今日無法趕上我們 Something different which competitors cant match today,競(jìng)爭(zhēng)性的優(yōu)勢(shì) Competitive Edge 競(jìng)爭(zhēng)者無法追上我們，因?yàn)橄M(fèi)者的認(rèn)知已被我們改變 Competitors cant catch up because customers perceptions have been changed,企劃資源庫(kù) 淘寶第一店 ,策略的意圖,想象一個(gè)遠(yuǎn)景 Envisages a desired leadership 計(jì)劃達(dá)成遠(yuǎn)景的中間步

16、驟 Plans for the interim steps to get there 如此可將組織的注意力放在 “求勝” 的本質(zhì)上 Focuses the attention of the organisation of the essence of winning,企劃資源庫(kù) 淘寶第一店 ,例子 Example,國(guó)泰航空不同階段的意圖,本世紀(jì)最棒的 航空公司 Best of the decade,企劃資源庫(kù) 淘寶第一店 ,策略的意圖: Cathay Pacific,BEST AIRLINE OF DECADE,1993/94,1994/95/96,1997/98,1999,企劃資源庫(kù) 淘寶第

17、一店 ,九宮格: Urgency / Impact Matrix,Th Strategic Issues Matrix is a simple tool for a group use to agree priorities between a number of issues or action proposals. Before rating each item, make sure the owner of the item clarifies it to the group so there are no misunderstandings. The group are invited

18、 to call their ratings for both impact and urgency. The score for impact should always be called first then the score for urgency second. The facilitator should start with the marker on 5.5 position. Remember that we are looking for an average of all the calls. Resist the temptation to be overly influenced by the last call or by the call of the most senior person present. Listen for the