Mkt-pptH&M公司市场经营战略
MKTPPT课件
8
常见的分析评估方法:
波士顿咨询公司（BCG）模式 通用电气公司（GE）模式 SWOT分析
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B、制定企业增长战略
密集型增长 一体化增长 多角化增长
市场渗透 后向一体化 同心多角化 市场开拓 前向一体化 横向多角化 产品开发 横向一体化 综合多角化
（跨行业多角化）
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关于密集型成长战略的图解
现有产品
新产
品
现有 市场
1、市场渗透战略 3、产品开发战略
新市场
2、市场开拓战略
4、多样化战略
3种密集成长战略: 产品/市场扩展方格图
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密集型增长的主要战略
鼓励顾客增加消费量 市场渗透战略——增加现有产品的市场份额 吸引竞争者的顾客
发展新的消费者 寻找潜在客户 市场开发战略——寻找新的市场 利用新渠道增加分销 增加新的销售店铺 产品开发战略——市场渗透和市场开发需要新产品的支撑 多样化战略——以新产品开辟新市场
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关于一体化成长战略的图解
竞争者
横 向 一 体 化
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营销管理过程一：分析市场机会
（市场上存在的尚未满足或尚未完全满足的需求）
市场营销环境 消费者市场和消费者行为 商务市场及其采购者行为 营销信息的收集和市场需求测量
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营销管理过程二：选择目标市场
市场细分化（Segmenting） 市场目标化（Targeting） 市场定位 （Positioning）
第2章
企业的战略规划和营销管理过程
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2.1 战略规划及其主要内容
培训教材MKT
0、1 唯洁雅
2、3 清
4、5 真
风
真
2
3 4 5 6 7 8
RT
BF PF HKS HKM N KT/JRT/HT/HRT
根据产品开发顺序先后 按流水号排列
6、7
定牌品
8、9 订制品
9
PC/WT
GHY 迎新培训
6
产品标准陈列原则
Prepared by: SDD Date:2006-2-15
（特殊码）
V B Z A K
唯洁雅 清 真 风 真
订制品 定牌品
（品类码） 无芯卷卫 （CRT）（产品规格码） 抽取式卫生纸 （IT） 卷筒卫生纸 （RT） 一般为中 盒装面纸 （BF） 包规格、 袖珍包面纸 （PF） 装箱规格， 纸手帕标准包 （HKS） 因产品品 纸手帕迷你包 （HKM） 项不同而 餐巾纸 （N） 不同 厨房纸巾 （KT） 擦手纸 （HT）
第二码：6 迷你纸手帕
第三码：6 箱容480包/箱 第四码：A 组容10包/组
第三码：1 箱容96卷/箱
第四码：D 提容12卷/提
GHY 迎新培训
5
编码说明—SAP产品编码规则说明
第一、二码为集团规定，统一为63
第三码
（品牌码）
第四码
（品类码） 0 1 CRT/FT/LCRT IT
第五、六、七、八码
心相印、维达、五月花
Breeze Classic 洁云、洁柔 地方性品牌： 如安美尔、银雅、合家欢、 蓓安适、太阳、三角等
GHY 迎新培训
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2006年主力SKU上架设定（GT－不需进场费）
GT： A、B、C、D类店—不需进场费用
品类 A类店(1000平方米以上） VJ
市场营销英文版科特勒PPT课件
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall
Chapter 4- slide 7
Assessing Marketing Information Needs
Characteristics of a Good MIS
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall
Chapter 4- slide 13
Consider a local business near campus. . .
How would they conduct exploratory research?
WhatDmeigvhtetlhoeypwinangt tMo fiandrkoeuttiinndgesIcnripftoivremresaetairochn?
What relationships might they explore in causal research?
Marketing Research Defining the Problem and Research Objectives
Internal Data
Internal databases are electronic collections of consumer and market information obtained from data sources within the company network
• Cookies
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall
MKT PPT(完整版)
营销计划过程
营销目标 • 分析之后，公司可以开始制定目标，目标 有以下种类：
• 策略推动目标 • 策略目标
• 策略推动目标形成营销计划的方向并涉及 如针对的市场和要销售的产品等问题 • 策略目标更具体，适用于个别产品的营销 计划
营销计划过程
核心策略 • 核心营销策略关注如何实现目标 • 公司将首先根据最吸引业务的是什么和什 么最合适来确定出其目标市场 • 其次，公司还将确定出他们目标竞争者并 分配资源发起挑战。可能他们会试着攻击 较弱的公司
• 我们现在处于什么位置？ • 我们是如何走到这个位置的？ • 我们正在去往哪里？
• 公司可能检查他们经营的宏观环境，尤其是政治、经济、 环境和技术变化 • 公司可能检查他们经营的微观环境，尤其是客户、竞争对 手、经销商和供应商
营销计划过程
四点分析
• 四点分析可用于评估一家公司的策略性位置 • 优势和劣势涉及那些在正面或负面潮流中影响公 司的内部因素 • 机会和威胁涉及那些在正面或负面潮流中营销公 司的外部因素 • 一旦进行了四点分析，就可能形成将劣势转化为 优势，将威胁转化为机会的策略
• • • • 公司的使命宣言包括： 我们的公司是什么样的企业 我们想让公司成为什么样的企业 例如，谷歌2014的经营使命是：“组织世界信息 并使它能普遍性的被人们获得并有用处” • 使命宣言应明确，含有着眼未来的、较笼统的远 景陈述
营销计划过程
营销审计
• 营销审计是公司审查营销系统以识别关键策略事件、问题 和机会的过程 • 他们一般会问自己：
营销计划的收获
促进组织适应力 • 营销计划使公司适应环境（如技术改变、 竞争改变或客户品味改变） 刺激成就 • 营销计划促进公司审视自己并质问自己是 够能提高，没有这一过程，能刺激更高水 平成就的东西就很少
《MKT国际市场营销》课件
理解国际市场营销的核心概念和方法
国际市场营销基础、国际市场营销深入研究、案 例分析
课堂讲授、案例分析、小组讨论
国际市场营销基础
本节内容将介绍国际市场营销的概述、国际市场分析和国际市场营销策略，帮助学员建立起国际市场营销的基 本框架。
国际市场营销概述
理解国际市场营销的定义和重 要性
国际市场分析
学习如何进行国际市场分析和 评估
国际市场营销策略
研究不同的国际市场营销策略 和实施方法
国际市场营销深入研究
本节内容将深入研究国际市场细分、国际市场定位和国际市场营销组合，帮助学员深入理解和掌握市场 细分和营销组合的关键要素。
1
国际市场细分
学习如何对国际市场进行细分和定位
2
国际市场定位
优化产品和品牌在国际市场的定位
3
国际市场营销组合
《MKT国际市场营销》 PPT课件
此课件旨在介绍国际市场营销的重要概念和方法，帮助学员理解并掌握跨国 企业营销的核心要素。通过案例研究和实例分析，探讨成功和失败的市场营 销策略。
课程介绍
本节内容包括课程目标、学习内容和学习方法，为学员提供一个对本课程的整体认识和学习计划。
课程目标： 学习内容：
学习方法：
总结
本节内容将总结整个课程学习，回顾学习成果，并展望未来在国际市场营销领关键内容和要 点
学习成果
评估和展示学员在国际市场营销 领域所取得的成果
接下来的
展望未来的国际市场营销趋势和 挑战
设计和实施国际市场的营销组合策略
案例分析
本节内容将通过分析成功和失败的国际市场营销案例，帮助学员从实际应用中汲取经验和教训。
1 国际市场营销成功案例
探索成功的国际市场营销案例，分析其关键成功因素
mkt 详细内容版
International marketing is the performance of business activities designed toplan,price,promote，and direct the flow of a company's goods and services to consumers or users in more than one nation for a profit.The international marketing task：1.foreign environment（uncontrollable）{economic forces,competitive forces,level of technology,structure of distribution,geography and infrastructure,cultural forces,political/legal forces}2.domestic environment（uncontrollable）{competitive structure,economic climate,political/legal forces}3.firm characteristic（controlled）{product,channels of distribution,research,promotion,price}Environmental adaptation needed:To adjust and adapt a marketing program to foreign markets,marketers must be able to interpret effectively the influence and impact of each of the uncontrollable environmental elements on the marketing plan for each foreign market in which they hope to do business.The task of cultural adjustment,however,is the most challenging and important one confronting international marketers;they must adjust their marketing efforts to cultures to which they are not attuned.The self-reference criterion and ethnocentrism: major obstacles .The primary obstacles to success in international marketing are a person's self-reference criterion(SRC)and an associated ethnocentrism.The SRC is an unconscious reference to one's own cultural values,experiences,and knowledge as a basis for decisions.Developing a global awareness.①tolerance of cultural differences②knowledge ofcultures,history,world market potential,and global economic,social,and political trends. Tolerance for cultural differences is crucial in international marketing.Tolerance is understanding cultural differences and accepting and working with others whose behaviors may be different from yours.Stages of international marketing involvement:no direct foreign marketing,infrequent foreign marketing,regular foreign marketing,,international marketing,global marketing.Strategic orientation:1.domestic market extension concept2.multidomestic marketconcept3.global marketing concept.General agreement on tariffs and trade,world trade organization(2001 China),the international monetary fund,Europen union: changed from the european economic community to the european union,the largest and most successful regional trade group,free trade ofgoods,services,capital,people,common external tariff,common currency.(Euro)North american free trade agreement(NAFT A),inc ludes Canada,the United States,and Mexico Went into effect on Jan1.1994,involves free trade in goods,services,and investment,is a large trading bloc but includes countries of different sizes and wealth.Asia-pacific economic cooperation was formed in Nov.1989,to promote multilateral economic cooperation in trade and investment in pacific rim.(21 countries).OPEC,organization of petroleum exporting countries,commodity agreementsHistory and contemporary behavior,history is subjective,manifest destiny and the monroe doctrineGeography,the study of earth's surface,climate,continents,countries,peoples,industries,and resource,is an element of the uncontrollable environment that confronts every marketer but that receives scant attention.Climate and topography,geography/nature/and economic growth,social responsibility and environmental management,resourceDynamic of global population trends,controlling population growth,rural/urban migration,population decline and aging,worker shortage and immigrationWorld trade routes,early trade routes were overland;later came sea routes,airroutes,and,finally,some might say,the Internet to connect countries.Definition of culture,culture is the human-made part of human environment,the sum total of knowledge,beliefs,art,moral,laws,customs,and any other capabilities and habits acquired by humans as members of society.Definitions and origins of culture,geography,history,the political economy,technology,social institutionsElements of culture,cultural values,power distance index,uncertainty avoidanceindex,cultural values and consumer behavior,rituals,symbols,beliefs,thought processes. Cultural knowledge,factual versus interpretive knowledge,cultural sensitivity and tolerance,cultural borrowing,similarities:an illusion,resistance to change,planned and unplanned cultural change,consequences of innovation.Adaptation is a key concept in international marketing,and willingness to adapt is a crucial attitude.Meet 10 basic criteria:①open tolerance②flexibility③humility④justice/fairness⑤ability to adjust to varying tempos⑥curiosity/interest⑦knowledge of the country⑧liking for others⑨ability to command respect⑩ability to integrate oneself into the environmentDegree of adaptation,essential to effective adaptation is awareness of one's own culture and the recognition that differences in others can cause anxiety,frustration,and misunderstanding of the host's intentions.The self-reference criterion(SRC)is especially operative in business customs. Imperatives,elective,and exclusives,imperatives,customs that must be recognized and accommodated;elective,customs to which adaptation is helpful but notnecessary;exclusives,customs in which an outsider must not participate.An international marker must appreciate the nuances of cultural imperative,cultural elective,and cultural exclusives. Management styles around the world,individualism index,collectivism index,power distance index,communication styles,formality and tempo.Corruption,bribery,bribery and extortion,lubrication and subornation,agent's fees,ethical and socially responsible decisionsSovereignty refers to both the powers exercised by a state in relation to other countries and the supreme powers exercised over its own members.Nationalism can best be described as an intense feeling of national pride and unity,an awakening of a nation's people to pride in their country.Confiscation,expropriation,and domesticationEconomic risks (exchange controls,local-content laws,import restrictions,tax controls,price controls,labor problems)Political sanctionsPolitical and social activistsViolence,terrorismCyberterrorismPolitically sensitive products and issuesForecasting political riskJoint ventures,licensing,political bargainingGovernment encouragement ,The most important reason to encourage foreign investment is to accelerate the development of an economy .An increasing number of countries are encouraging foreign investment with specific guidelines aimed to economic goals.Four heritages from the bases for the majority of the legal systems of the world:①common law②civil or code law③islamic law④a commercial legal systemA frequent error is to assume that disputes between citizens of different nations are adjudicated under some supranational system of laws.Legal disputes can arise in three situation:between government,between a company and a government,and between two companies.Jurisdiction is generally determined in one of three ways:①on the basis of jurisdictional clauses included in contracts②on the basis of where a contract was entered into③on the basis of where the provisions of the contract were performedConciliation,arbitration,litigation,Counterfeiting and piracy,inadequate protection, prior use versus registration,international conventions,marketing laws,green marketing legislation,antitrust laws.。
麦肯锡PPT模板(300页)
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mkt 第六章
（3）个人因素 ） --年龄和家庭生命周期 职业和经济状况 --生活方式 --个性和自我观念 80后案例
美国运通公司“ 美国运通公司“中国富裕人士旅行行为调查 ” 最受欢迎的国内地点是北京（东南和华南 地区），其次杭州、深圳、上海和广州。 60%受访者向往出境游。收入越高，学历 越高，比例越高。美国首选。50-59成功人 士美国、泰国和新加坡。18-34富裕人士法 国，独身富裕人士最梦想旅游国。 旅行信息来源不同。46%亲朋好友或同事 ；高学历富裕人士互联网（49%），电视 仅22%。
The No.2 attitude is: “Do the right thing. look for new ways. Try hader.” No.2ism is the Avis doctrine. And it works. The Avis customer rents a clean, new Opel Rekord’, with wipers wiping, ashtrys empty, gas tank full, from an Avis girl with smile firmly in place. And Avis itself has come out of the red into black. Avis didn’t invent No.2ism. Anyone is free to use it. No.2’s of the world, arise!
When you’re only No.2
When you’re only No.2,you try harder’ Or else.
Little fish have to keep moving all of the time.The big ones never stop picking on them. Avis knows all about the problems of little fish. We’re only No.2 in rent a cars. We’d be swallowed up if we didn’t try harder. There’s no rest for us.
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• 吸引更多的目标客户和潜在的客户
• 运动的客户
Future perspectives…
• •
References:
/en/About/facts-about-hm/about-hm/hm-group.html#cm-menu (intro) /content/dam/hm/about/documents/masterlanguage/CSR/reports/Conscious%20Actions%20Sustainability%20Report%202012. pdf (intro) /content/dam/hm/about/documents/en/Annual%20Report/Annual-Report-2013_en.pdf (intro)
Market factors
POLITICAL
• Restrictions on import and export, • Pressure for companies to show social responsibility
ECONOMIC
• Market size • Economic crisis • Currency movements • Developed economics
Hennes & Mauritz own the brands like H&M, Cos, Monki, Cheap Monday, Weekday Now has over 3500 stores in 55 markets and 13 countries 4th positioned in the worldwide clothing and footwear market in 2013
Source : H&M annual report 2013
Market Growth
•Strong brand awareness •sale continues to grow •H&M has always something new coming up
Source:https://
Decision making unit
1.H&M should always have the best consumer offering in every market. 2.Each of our concept teams consists of designers ,buyers, assistants , pattern makers, a section manager and a controller.
3.together responsible for producing just the right mix of garments, accessories and other products.
4.Team members are all knowledgeable when it comes to fashion and trends.
of
demand
2.They acquire the most fashionable cloths each season want to follow the trends without investing a lot of money .
3.The age between women 15-40 years of age.
3.Figures for past seasons are combined with analysis of upcoming trends, colours and fits
4.Demographics and geography also influence the distribution of products.
• Apparel & Footwear products generated 94% of H&M’s revenue in 2013.
Comparison of Product Qualities
‘Fashion and quality at the best price’
Positioning
Communication Objectives – *need to change - too corporate & not comms objectives* lecturer said • Increase number of H&M stores
• Increase its online presence in different markets • Improving its corporate social responsibility including sustainability • Focus on quality & high profitability • Focus on “slow fashion” & investment pieces and differentiate from its low cost
•Controversial Design •Cultural elements •“Thoughtless and Insensitive” •Accusations of anti-Semitism
Map of global expansion
H&M’s store growth from 1974 to 2013
competitors
Current marketing communications
Proposed marketing communications strategy
Sportswear – Wang Collection
Rihanna wearing a two piece from the Wang H&M androgynous range in September 2014 which “reflects the designer's signature sports luxe vibe, coming in a sombre colour palette of black, grey and white” (Kirkova and Jones 2014).
Alexander Wang For H&M Collaboration 2014
• Famous designer Alexander Wang and H & M's collaboration series
• His new design focus on graphic prints and logos • desirable clothes without four-figure price tags • Movement elements, sportswear.
5.keep up to date with H&M customers and their interests. (Annual Report,2013)
Demand making unit
1.Flexible assortment planning ensure that each store’s selection feels updated ,on trend and relevant to its customers every day of the year. 2.Different factors determine the final composition of merchandise.
4.Men ,Babies , Toddlers, kid ,teens, college to graduate .
Nature of demand(how do they buy)
1.There are mainly two ways for customers to buy garments , store and online . 3.Online shopping for the key H&M brand mainly opened in Western European markets and the US, China 2.H&M garments transported from manufacturing site to regional distribution centres when required 4.Plans to launch mobile platforms for its existing online H&M brand markets.
Introduction of H&M
Swedish retail clothing company Opened its 1st store in Sweden in 1947 Sells ladieswear, menswear and childrenswear etc.
Known for its fast fashion, low prices & designer collaborations
• High performance cost ratio
H&M launch a joint series in collaboration with Alexander Wang
Alexander Wang For H&M Collaboration 2014
• Expand H&M brand influence • Prepare to enter the high-end fashion
customers is parentຫໍສະໝຸດ and not children