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中華民國 九十七 年 五 月 三 日

課程名稱：領導與競爭優勢課程名稱：領導與競爭優勢

指導教授：曾燦燈教授指導教授：曾燦燈教授

RA7944147 RA7944147 劉公權劉公權RA7961084 RA7961084 王雨晴王雨晴RA6967053 ANANYARA6967053 ANANYA

高階領導人的策略領導

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報告大綱報告大綱文獻回顧如何執行策略領導個案分析結論

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報告大綱報告大綱文獻回顧 領導的定義 領導的意義與內涵 領導與管理的差異 策略領導的意涵 策略領導的定義 策略管理的定義 策略領導的關鍵 具體執行

領導的定義 : 領導者有效的影響被領導者努力工領導者有效的影響被領導者努力工作以達成領導者要追求的目標這種作以達成領導者要追求的目標這種過程或活動稱為領導。過程或活動稱為領導。

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綜觀有關領導之文獻，學者大多將領導理論綜觀有關領導之文獻，學者大多將領導理論

分為分為 :: 特質理論特質理論 (trait theory)(trait theory) 、行為、行為

理論理論 (behavioral theory)(behavioral theory) 及全變理論及全變理論

(contingency theory)(contingency theory) 三類，近年來三類，近年來

有關於領導理論的新趨勢，以有關於領導理論的新趨勢，以轉換型領導

(transformational leadership)(transformational leadership)

領導的意義與內涵

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與與交易型領導 (transactional (transactional

leadership)leadership) 為代表，其意義與差別分為代表，其意義與差別分

數如下 ：數如下 ：

領導的意義與內涵

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上圖 轉換型領導與交換型領導的組成要素資料來源： orthoues,2001

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領導與管理的差異

領導是做對的是事 領導是做對的是事 vs. vs. 管理是把事做管理是把事做對對

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Hambrick & Mason(1984)提出高階階梯理論 (Upper Echelom Theory)明確指出，組織的結果主要是受領導者本身的價值觀和認知的影響，而不是公司的董事會或環境因素。雖然，組織策略的形成也可能是由下而上，但是 Hambrick and Mason強調，領導者是組織中最能對組織策發揮獨一無二的影響效果。經過數年的發展，高階階梯理論被認為是策略領導的前身 (Cannella and Monroe, 1997)。

策略領導的意涵

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策略領導的定義： 「個人具預測、提出願策略領導的定義： 「個人具預測、提出願景、保持彈性、策略性思考、並與他人合景、保持彈性、策略性思考、並與他人合作倡導變革的能力，以為組織創造一個具作倡導變革的能力，以為組織創造一個具有生命活力的未來」有生命活力的未來」

（（ Strategic leadership is defined as a Strategic leadership is defined as a person’s ability to anticipate , envision , person’s ability to anticipate , envision , maintain , flexibility , think strategically , maintain , flexibility , think strategically , and work with others to initiate changes and work with others to initiate changes that will create a viable future for the that will create a viable future for the organization.organization. ） ）

策略領導的定義（一）

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策略是管理者為達到公司目標所採用的行動策略是管理者為達到公司目標所採用的行動方向與準則，也是公司推動業務的基本方向。方向與準則，也是公司推動業務的基本方向。因此，策略管理是企業經營管理的首要工作，因此，策略管理是企業經營管理的首要工作，主要的內涵包括決定公司經營的範疇、決定主要的內涵包括決定公司經營的範疇、決定如何經營才可獲利、或是如何經營才可全身如何經營才可獲利、或是如何經營才可全身而退，而仍具有存活能力。而退，而仍具有存活能力。

策略管理的定義（二）

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策略管理就程序而言，包括兩大階段：策略規劃與策略執行。策略規劃涉及分析公司所面臨的內、外在環策略規劃涉及分析公司所面臨的內、外在環境，並依此決定適當的策略行動方案。而策境，並依此決定適當的策略行動方案。而策略執行包括組織結構的調整因應，及其他為略執行包括組織結構的調整因應，及其他為順利推動策略行動方案所進行的相關業務，順利推動策略行動方案所進行的相關業務，以追求在最適當的環境下推動策略方案。以追求在最適當的環境下推動策略方案。

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具體而言，策略是建立公司整體目標的方法，具體而言，策略是建立公司整體目標的方法，而目標包括公司的長期目標、行動方案與資而目標包括公司的長期目標、行動方案與資源分配的優先順序；策略是用來定義公司競源分配的優先順序；策略是用來定義公司競爭的範疇；策略是一種對內、外環境的具體爭的範疇；策略是一種對內、外環境的具體反應，以達到公司永續的競爭優勢；策略也反應，以達到公司永續的競爭優勢；策略也具體地界定公司的管理工作。這四種定義說具體地界定公司的管理工作。這四種定義說明了策略的具體內容，而策略管理的主要目明了策略的具體內容，而策略管理的主要目標便是冀求這四項具體內容或業務，能在有標便是冀求這四項具體內容或業務，能在有效果與高效率下進行，使公司能在產業中占效果與高效率下進行，使公司能在產業中占有一席之地。 有一席之地。

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策略領導的本質：指導組織建立架策略領導的本質：指導組織建立架構，以決定未來的特質及方向。構，以決定未來的特質及方向。協助公司領導者：協助公司領導者：◎ ◎ 收集及分析情報、建立策略願 景、發收集及分析情報、建立策略願 景、發展執行計畫、採取行動，並追蹤執行成展執行計畫、採取行動，並追蹤執行成果。 果。

◎ ◎ 保持決策過程在組織各層級的一致性。 保持決策過程在組織各層級的一致性。 ◎ ◎ 巧妙閃避目前流行、但可能有致命危機巧妙閃避目前流行、但可能有致命危機

的「短期策略論」。的「短期策略論」。

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策略領導的關鍵策略領導需要藝術與紀律並用。

「藝術」指的是具有創意、跳脫窠臼、海闊天空的思考方式。

例如：構思出幾個可行的策略遠景方案，供高層策略小組進行評估，或是新產品開發、推敲各種可能的企業經營情境、找出決策的依循標準，以及策略性、刻意地造就新的企業文化。

同樣的，在溝通既定策略、爭取支持與認同的過程當中，也需要發揮創意。

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策略領導的關鍵「紀律」在策略的思考或執行過程中都是非常重要的。例如：首先要能設計並執行一個計畫，其中包括上百個專案、上千個子專案，以作為策略執行的先決條件，這個工程其實並不容易。另外要確保決策在組織上下都能維持一致性，也不是一件簡單的事。許多組織的領導者都堅信，以紀律來貫徹策略的設定與執行之必要性。

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在某家全球知名的重型機具製造公司中，高階團隊非常用心的研議了一項策略，他們有明確願景，且承諾共同投入，一切都已就緒，準備放手一博。該企業出身北美洲的總經理素來享有威

名，他為這個新策略所訂的溝通計畫非常簡單：他特製了一卷宣傳錄影帶，分送該企業位於全球各地的營運據點，以此教育員工，並試圖爭取大家的認同。結果，員工對該影片的接受度非常低，這一點也不奇怪─因為海外員工使用英文的比例本來就不高，對於

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他那種美式表達更是陌生。結果，一個對組織每位成員都非常重要的策略訊息，因為無效的包裝而被全盤否決。

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大多數的管理團隊通常都十分盡責、忠誠，而且擁有最佳的策略動機。然而他們都有其共通的缺點，以至於可能在以下幾個重要策略流程中失敗：策略遠景的擬定。根據客觀事實、相關資訊形成的假設，家 以各種情境分析，藉此擬定策略願景。策略願景的溝通與執行。使組織內與執行策略的關鍵人物充分理解，並各司其職以配合策略執行的過程。

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策略遠景的更新。持續確保公司擬定的策略願景是適當而靈活的，並能持續保有原來的動力。

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策略擬定與執行的五大階段策略情報的搜集與分析策略擬定策略專案總規劃策略執行策略監控、檢討及更新反覆回饋

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當組織為了未來的成功預作準備時，最重要的內部因素就是策略的擬定及策略領導。領導包含了願景的建立、發展、激勵、溝通及參與，這是讓策略擬定邁向成功的原動力。策略制訂之後，其執行是否能成功，完全要靠「問題解決系統」的運作。這個系統能運用資訊、凝聚共識、探索機會，並且化危機為轉機，因此該系統的品質、效能及速度將會決定組織是否能順利由「願景」跨入「執行」階段。

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其他因素企業流程企業流程目標目標人員能力人員能力組織架構組織架構資訊資訊 // 知識管理知識管理企業文化企業文化

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團隊的整合領導者的策略小組適當的人選良好的判斷能力熱誠與勇氣合作策略思考的能力：抽象思考的能力、全面性的觀點、創意、善於表達、對於含糊不清的容忍度、對於長期發展的使命感。

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領導者在策略領導的特殊角色當策略小組開始擬定策略時，領導者應該已經做了兩個決定：選定策略小組成員，並且選擇依個完整的流程來進行策略的五大階段。儘管領導者的洞察力及專業知識在某些與內容相關的部份是非常有價值的，他對整個小組與整體流程的責任將會明顯影響最後的結果。因此，領導者必須謹慎的面對以下的問題：

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哪些小組成員展現出思想領袖的特質？他們所扮演的角色是否能充分發揮他們在策略思考上的長處？他們在策略思考上的整體素質如何？有沒有漏掉哪些可以幫助我們更好的人？

在工作上，有哪些力量超出了高階團隊的掌控範圍外？

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身為公司領導者執行長，我是否已經做了所有該做的努力，支持小組進行突破性的思考及創意發展？我是否能確保我們是在「描繪願景」而非「進行規劃」？

如果策略小組被困在某些議題中，我是否有足夠的勇氣動用自己的領導特權？

個案分析個案分析 ::

北台塑、南奇美北台塑、南奇美 專制合理之領導－王永慶 專制合理之領導－王永慶 (( 經營之神經營之神 )) 。人物素描 成功、卓越、巔峰、多金的代名詞。人物素描 成功、卓越、巔峰、多金的代名詞 。領導風格 專制合理之領導。領導風格 專制合理之領導 。領導策略。領導策略 -- 瘦鵝論瘦鵝論 (( 韌性逮到機會，會迅速吸取養分韌性逮到機會，會迅速吸取養分 )) 以低成本為優勢以低成本為優勢 。管理理念 追根究底，實事求是，點點滴滴求其合理化。管理理念 追根究底，實事求是，點點滴滴求其合理化

宏觀自然之領導－許文龍宏觀自然之領導－許文龍 (( 壓克力之父壓克力之父 )) 。人物素描 灑脫、自在，不愛上班的董事長。人物素描 灑脫、自在，不愛上班的董事長

。領導風格 宏觀自然之領導。領導風格 宏觀自然之領導 。。 領導策略領導策略 -- 知己知彼 知人善用知己知彼 知人善用 (( 惜才惜才 ))

。管理理念 消滅「管理」。管理理念 消滅「管理」

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個案分析個案分析 ::

雅芳雅芳 ::

轉換型領導轉換型領導

策略策略 :: 建立個人品牌 行銷自己 建立個人品牌 行銷自己

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個案分析個案分析 ::

American Express:American Express:

Always Creative: Always Creative:

Create different cards for different needs, Create different cards for different needs, it’s a way for their marketing.it’s a way for their marketing.

First one with reward.First one with reward.

Understand customers’ needs.Understand customers’ needs.

Baby Boom:Baby Boom:

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結論「策略」可說是在企業中最常用、卻又最被濫用的名詞。在經濟全球化的今日，策略性思考經常被拿來跟「網路公司」、「電子商務」、「企業購併」等熱門問題劃上等號。過去幾年來，每個產業都被購併狂潮所席捲，史的策略性思考與領導被矮化為回應式策略、直覺、老二哲學，以及為了安撫股東與證劵分析師的應急之道。

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現今企業若是缺乏脈絡清晰且前後一貫的策略，其危險程度將比過去任何時期都更為嚴重。而那些空有策略方向，但其執行態度輕率、過程與品質粗劣的企業，所面臨的危機也同樣重大，這些都是未來領導人所要思考的問題。

WhatWhat are Strategies? are Strategies?

Strategies are broad, directional Strategies are broad, directional statements of purpose. They tell company statements of purpose. They tell company what it wants to do and where it wants to what it wants to do and where it wants to be : they are the company’s market be : they are the company’s market guides.guides.

Increasing sales, introducing and Increasing sales, introducing and repositioning products, entering and repositioning products, entering and discovering new consumer segments, and discovering new consumer segments, and overcoming consumer objections are all overcoming consumer objections are all strategies that the company’s concerted strategies that the company’s concerted efforts strive too reach.efforts strive too reach.

AA strategy is often difficult to develop. strategy is often difficult to develop. Most people write strategies that are too Most people write strategies that are too

specific and insufficient as a directional specific and insufficient as a directional statement. Strategies are guides for the statement. Strategies are guides for the marketing process and reflect the policies marketing process and reflect the policies of the company, not procedures. of the company, not procedures.

Plan are procedures and should not be Plan are procedures and should not be devised until strategies are well devised until strategies are well developed. Conversely, strategies should developed. Conversely, strategies should not contain the operational, detailed not contain the operational, detailed information found in the plans.information found in the plans.

The best The best wayway to understand strategies to understand strategies

is to see an example. is to see an example.

Student Background FormStudent Background Form

Name: Team(Instructor’s Use):Name: Team(Instructor’s Use): Classification Freshman Sophomore Junior Senior Classification Freshman Sophomore Junior Senior

Graduate:Graduate: Major : Marketing Other Business OtherMajor : Marketing Other Business Other Residence On Campus Far from CampusResidence On Campus Far from Campus Employment None :Part-Time Full-TimeEmployment None :Part-Time Full-Time Are Most f Your Classes :Day NightAre Most f Your Classes :Day Night Consumer Behavior Consumer Behavior PsychologyPsychology

Business Report WritingBusiness Report Writing Principles of MarketingPrinciples of Marketing Marketing StrategyMarketing Strategy Information Systems/Management ScienceInformation Systems/Management Science At least one semester of StatisticsAt least one semester of Statistics OtherOther OtherOther Computer SkillsComputer Skills Word ProcessingWord Processing SpreadsheetsSpreadsheets Have you used a personal computer and modem to Have you used a personal computer and modem to

communicate with campus computers?communicate with campus computers? Have you completed a major business project in any Have you completed a major business project in any

other course?other course? Other Information Desired by Information Desired by Other Information Desired by Information Desired by

the Instructor:the Instructor:

YOUR PERSONAL PLANYOUR PERSONAL PLAN

You should have a plan for graduating and You should have a plan for graduating and beginning a career. Use the form below to beginning a career. Use the form below to begin your personal plan.begin your personal plan.

I. Goals and Objectives I. Goals and Objectives I will graduate byI will graduate by Special skills that you will develop before Special skills that you will develop before

graduation, e.g., computer graphics, business graduation, e.g., computer graphics, business writing, interviewing skills, etc.writing, interviewing skills, etc.

Describe, in detail, what your life will be five Describe, in detail, what your life will be five years after graduation your job, Salary, years after graduation your job, Salary, location, family status, etc.location, family status, etc.

II. PlansII. Plans List the course you still need to take in order to graduate, the List the course you still need to take in order to graduate, the

semester in which you will take them, and the grade you intend to semester in which you will take them, and the grade you intend to receive in each. USE A SEPARATE FOR ADDITIONAL ROOM IF receive in each. USE A SEPARATE FOR ADDITIONAL ROOM IF NECESSARY.NECESSARY.

Course Title Semester GradeCourse Title Semester Grade Describe some of the specific steps that you will take to achieve Describe some of the specific steps that you will take to achieve

your five year goals. For example, if you want to make $40,000 per your five year goals. For example, if you want to make $40,000 per year, what steps will you take to achieve this? Be both specific and year, what steps will you take to achieve this? Be both specific and brief. USE A SEPARATE SHEET FOR ADDITIONAL ROOM IF brief. USE A SEPARATE SHEET FOR ADDITIONAL ROOM IF NECESSARY.NECESSARY.

III. EvaluationIII. Evaluation Now, evaluate your current progress toward your goals. Is it Now, evaluate your current progress toward your goals. Is it Poor Satisfactory ExcellentPoor Satisfactory Excellent Also , provide a brief assessment of the objectives themselves. Do Also , provide a brief assessment of the objectives themselves. Do

you feel that they are realistic and attainable?you feel that they are realistic and attainable? Can you easily reach them or will they be very difficult to attain?Can you easily reach them or will they be very difficult to attain?

GROUP INFORMATION SHEETGROUP INFORMATION SHEET

YOUR NAME: Team:YOUR NAME: Team: MEETING TIMES:MEETING TIMES: Regular MeetingRegular Meeting Alternate#1Alternate#1 Alternate#2Alternate#2 GROUP COMPOSITIONGROUP COMPOSITION TEAM MEMBER: PHONE:TEAM MEMBER: PHONE: SPECIAL SKILLS:SPECIAL SKILLS:

Client Interview formClient Interview form

Name Of FirmName Of FirmAddress Address Contract PhoneContract PhoneGeneral Information:General Information:Years in operation and background:Years in operation and background:Major products, product line, or services:Major products, product line, or services:Customers:Customers:Geographical distribution:Geographical distribution:

Client Interview form Cont..Client Interview form Cont.. Descriptive CharacteristicsDescriptive Characteristics( Age,Sex,Income,Occupation,Marital Status, etc.):( Age,Sex,Income,Occupation,Marital Status, etc.):   Do you have customer groups that differ significantly from Do you have customer groups that differ significantly from

each other? If so, how?each other? If so, how?   Are there customer groups you think you should be reaching Are there customer groups you think you should be reaching

but aren’t ? If so, What do you think is the reason they aren’t but aren’t ? If so, What do you think is the reason they aren’t being reached?being reached?

Are all of your potential customer groups sufficiently aware of Are all of your potential customer groups sufficiently aware of

your product or service? If yes, why do you do think that? If your product or service? If yes, why do you do think that? If not, why not?not, why not?

Client Interview form Cont…Client Interview form Cont…Competition:Competition: Who do you believe to be your major competitor(s) and is (are) the Who do you believe to be your major competitor(s) and is (are) the

particular strength(s) of each?particular strength(s) of each? Competitor Major StrengthsCompetitor Major StrengthsPricing:Pricing: How important is pricing in maintaining your competitive position?How important is pricing in maintaining your competitive position? How are your prices compared to your competitor(s)?How are your prices compared to your competitor(s)? How do you set your prices changes?How do you set your prices changes?Advertising:Advertising: How important is advertising in maintaining your competitive position?How important is advertising in maintaining your competitive position? What does your advertising say?What does your advertising say? How much (or how often) do you advertise? How much (or how often) do you advertise?  Where do your advertise?Where do your advertise? Do your competitors advertise more or less than you do ?Do your competitors advertise more or less than you do ? Do you think their advertising is effective?Do you think their advertising is effective?

Client Interview form Cont…Client Interview form Cont… Sales Promotion:Sales Promotion: Are sales , special prices, coupons or other promotional items important to Are sales , special prices, coupons or other promotional items important to

the success of your business?the success of your business? Which kinds do you and your competitors use?Which kinds do you and your competitors use?   Do you use these methods to attract new customers or to build loyalty Do you use these methods to attract new customers or to build loyalty

among existing customers?among existing customers?   Distribution or Location:Distribution or Location:   How important is distribution or location in maintaining your competitive How important is distribution or location in maintaining your competitive

position?position?   How is your location compared to your competitors?How is your location compared to your competitors?   Personal selling and customer service:Personal selling and customer service: How important is personal and/or customer service in maintaining your How important is personal and/or customer service in maintaining your

competitive position ?competitive position ? How is your sales staff compared to your competitor(s)?How is your sales staff compared to your competitor(s)?

Client Interview form Cont..Client Interview form Cont.. Major Decisions:Major Decisions: Are there major decisions in any area of your Are there major decisions in any area of your

business that you are contemplating within business that you are contemplating within the next year?the next year?

Decision #1:#2: …Decision #1:#2: … Major alternatives:Major alternatives: Greatest uncertainty about alternatives:Greatest uncertainty about alternatives: What would you like to know that would help What would you like to know that would help

reduce this uncertainty?reduce this uncertainty? OTHER INFORMATIONOTHER INFORMATION

PEER EVALUATIONPEER EVALUATION

The purpose of this is to allow you to evaluate the The purpose of this is to allow you to evaluate the relative contribution of your group to the project you relative contribution of your group to the project you have performed. Your instructor may ask you to assign have performed. Your instructor may ask you to assign a score to the overall contribution of each team a score to the overall contribution of each team member, or she/he may ask you to evaluate individual member, or she/he may ask you to evaluate individual areas as well as the overall contribution. I n making areas as well as the overall contribution. I n making your evaluation, you should divide 100 points among your evaluation, you should divide 100 points among the members of the group, other than Thus, the total in the members of the group, other than Thus, the total in each column should be 100. You will not evaluate each column should be 100. You will not evaluate yourself. However, you may use the “Comments” yourself. However, you may use the “Comments” space at the bottom of the form, as well as the back, to space at the bottom of the form, as well as the back, to mention specific aspects of your performance, or to mention specific aspects of your performance, or to provide written comments about the team members.provide written comments about the team members.

Price/Contribution AnalysisPrice/Contribution Analysis

In the spaces below, list each product that is offered by your In the spaces below, list each product that is offered by your client. Next to it, list the total variable costs for that product. If client. Next to it, list the total variable costs for that product. If you are unable to determine the exact variable cost, make an you are unable to determine the exact variable cost, make an estimate. Your client may be hesitant to share some of this estimate. Your client may be hesitant to share some of this information with you, Copy this form for more room.information with you, Copy this form for more room.

Product Selling PriceProduct Selling Price Variable Cost ( Type and Dollar Value)Variable Cost ( Type and Dollar Value) Contribution MarginContribution Margin Now, use the information above to calculate the total Now, use the information above to calculate the total

contribution margin for this company. For consistency, choose contribution margin for this company. For consistency, choose the same sales period for each product. For example, the same sales period for each product. For example, calculate the number of units sold for a certain week, month, calculate the number of units sold for a certain week, month, etc.etc.

Sales Mix CalculationSales Mix Calculation Sales Period to Sales Period to

ProductProductUnit contribution MarginUnit contribution MarginNumber Sold Number Sold Total Contribution MarginTotal Contribution MarginTotalTotal

Analyzing Promotional Analyzing Promotional EffectivenessEffectiveness

Use the form below to rate the Use the form below to rate the effectiveness of each promotion. Copy this effectiveness of each promotion. Copy this form for more room. If you have some form for more room. If you have some calculations to reinforce your evaluation, calculations to reinforce your evaluation, attach them to this form.attach them to this form.

Promotion Calculations Attached? Promotion Calculations Attached? Success Rating (Poor>>>Good)Success Rating (Poor>>>Good)

Analyzing Your CompetitionAnalyzing Your Competition

Use this as a guide for analyzing the competition. Use this as a guide for analyzing the competition. Copy this from if you need more room.Copy this from if you need more room.

Competitor:Competitor: Address:Address: Organization:Organization: Parent company: Parent company: Subsidiaries:Subsidiaries: Marketing Director:Marketing Director: His/Her experience:His/Her experience: Description of sale organization:Description of sale organization:

Product name and description:Product name and description: Sales changes in the product:Sales changes in the product: Price structures:Price structures: Distribution:Distribution: Type of promotions and probable costs:Type of promotions and probable costs: Description of the market segments the completion serves:Description of the market segments the completion serves: Most outstanding benefits the product offers these segments:Most outstanding benefits the product offers these segments:

Weaknesses of the product in relation to these segments:Weaknesses of the product in relation to these segments: How their product compares with yours:How their product compares with yours: Where is this competitor on the Benefit/Segment Matrix?Where is this competitor on the Benefit/Segment Matrix? Major strategy for competing with this product:Major strategy for competing with this product:

Segmenting The marketSegmenting The market

Carefully write in all information gathered on each segment, Be specific. Carefully write in all information gathered on each segment, Be specific. You may wish to make copies of this form for extra room.You may wish to make copies of this form for extra room.

Primary segment:Primary segment: Demographic variables common to this segment:Demographic variables common to this segment: Geographic origins:Geographic origins: Usage-rate and other usage features:Usage-rate and other usage features: Secondary segment:Secondary segment: Demographic variables common to this segment:Demographic variables common to this segment: Geographic origins:Geographic origins: Usage-rate and other usage features:Usage-rate and other usage features: Tertiary segment:Tertiary segment: Demographic variables common to this segment:Demographic variables common to this segment: Geographic origins:Geographic origins: Usage-rate and other usage features:Usage-rate and other usage features:   

Predicting Market Growth or Predicting Market Growth or DeclineDecline

Use the following list as a log for Use the following list as a log for cataloging the information that you hope to cataloging the information that you hope to acquire. Make copies of this form for more acquire. Make copies of this form for more room.room.

Market SegmentMarket SegmentType of Information Needed to Predict Type of Information Needed to Predict

Growth or Decline Source of InformationGrowth or Decline Source of Information

The market environmentThe market environment

Use the spaces below to carefully analyze Use the spaces below to carefully analyze the environmental variables that affect your the environmental variables that affect your client. Start with the most obvious conditions client. Start with the most obvious conditions first and then proceed to the more subtle first and then proceed to the more subtle variables. After listing each environmental variables. After listing each environmental influence, list the opportunities or challenges influence, list the opportunities or challenges that each presents. Make copies of this form that each presents. Make copies of this form if you need more room.if you need more room.LegalLegal

LegalLegalPoliticalPoliticalTechnologicalTechnologicalSocialSocialEconomicEconomic

VariableVariable

Opportunity/ChallengeOpportunity/Challenge

The marketing Strategy GridThe marketing Strategy Grid

On the grid below , place your client’s On the grid below , place your client’s company and the Competition. Then, list company and the Competition. Then, list the reasons for your decision.the reasons for your decision.

Market Demand

Benefits Strong Moderate

Weak

Full 1 2 3

Medium 4 5 6

Limited 7 8 9

The Marketing information SystemThe Marketing information System

Use the forms that are contained in this Appendix to Use the forms that are contained in this Appendix to define your client’s MIS.define your client’s MIS.

Information needs and likely sources for that Information needs and likely sources for that information:information:

Information Category Information Category Current CustomerCurrent Customer General CustomerGeneral Customer CompletiveCompletive EnvironmentalEnvironmental Marketing EfficiencyMarketing Efficiency Others:Others:

Information Needed:Information Needed:

Who Needs It?Who Needs It? Why do people need this information?Why do people need this information? Where can it be found?Where can it be found? Source1)Source1) Source 2)Source 2) Who is responsible for compiling it?Who is responsible for compiling it? When is it due?When is it due? How should it be presented? (Circle one)How should it be presented? (Circle one) Graph or ChartGraph or Chart ReportReport FormForm ON its ownON its own When should the data be reported?When should the data be reported?

Writing your StrategyWriting your Strategy

Write your major strategy statement. Write your major strategy statement. Including all five parts discussed in An Including all five parts discussed in An Example of a Strategy. Be brief and Example of a Strategy. Be brief and realistic. You can further develop your realistic. You can further develop your strategy later. You may wish to make strategy later. You may wish to make copies of form for future use.copies of form for future use.

Setting ObjectivesSetting Objectives

In the spaces below, establish some objectives for your company. Use this In the spaces below, establish some objectives for your company. Use this opportunity to demonstrate that each objective meets the three criteria : opportunity to demonstrate that each objective meets the three criteria : Measurable, Attainable, and Timely. Make copies of this form if you need Measurable, Attainable, and Timely. Make copies of this form if you need more room.more room.

Measurable Goals that are quantitative are measurable. Make sure notes Measurable Goals that are quantitative are measurable. Make sure notes about the types of measures used and where the information can be found.about the types of measures used and where the information can be found.

Attainable. Use some of the Math of Marketing that you will learn from Attainable. Use some of the Math of Marketing that you will learn from Chapter Nine of this to demonstrate the ability to reach the objective.Chapter Nine of this to demonstrate the ability to reach the objective.

Timely If a goal has a time limit on it is timely. The system used below will Timely If a goal has a time limit on it is timely. The system used below will require a time frame. It is not necessary to re-justify timeliness.require a time frame. It is not necessary to re-justify timeliness.

ObjectivesObjectives Short-term (within 6 months)Short-term (within 6 months)Objective:Objective:Demonstrate ability to attain: Demonstrate ability to attain:

Writing The Basic Selling IdeaWriting The Basic Selling Idea

Step 1Step 1. Assessing User Needs. In the . Assessing User Needs. In the Benefit/Segment Matrix section, you examined Benefit/Segment Matrix section, you examined your segments’ needs. Your list of benefits should your segments’ needs. Your list of benefits should fit these needs.fit these needs.

Primary segment name:Primary segment name:Unfulfilled needs: Unfulfilled needs:   Secondary segment name:Secondary segment name:Unfulfilled needs:Unfulfilled needs:    Tertiary segment name:Tertiary segment name:Unfulfilled needs: Unfulfilled needs: 

Step 2: Step 2: Assessing Product Benefits. Describe of your product that Assessing Product Benefits. Describe of your product that meet the needs of the segments. If the benefits do not needs, then meet the needs of the segments. If the benefits do not needs, then something is wrong. Either redesign your product or redefine your something is wrong. Either redesign your product or redefine your segment.segment.

Write the benefits of your product in the spaces below.Write the benefits of your product in the spaces below. Primary segment name:Primary segment name: Benefits that needs:Benefits that needs: Secondary segment name:Secondary segment name: Unfulfilled needs:Unfulfilled needs:   Tertiary segment name:Tertiary segment name: Unfulfilled needs:Unfulfilled needs: The Language of PromotionsThe Language of Promotions The words used in a BSI translate into advertisements. For this The words used in a BSI translate into advertisements. For this

reason, they need to be carefully chosen. Use descriptive words reason, they need to be carefully chosen. Use descriptive words that accurately translate a feeling into an image and convey a that accurately translate a feeling into an image and convey a message to be carefully chosen. Use descriptive words that message to be carefully chosen. Use descriptive words that accurately translate a “filling” into “image” and convey a message to accurately translate a “filling” into “image” and convey a message to the user. The message should be “this product is perfect for you”.the user. The message should be “this product is perfect for you”.

It is different to choose the right adjectives to convey your intended It is different to choose the right adjectives to convey your intended message. message.

Writing your marketing mix Writing your marketing mix strategiesstrategies

Make copies of this form for each of the segments Make copies of this form for each of the segments in your market. Then write In the name of the in your market. Then write In the name of the segment and briefly describe five strategies for segment and briefly describe five strategies for each marketing mix variable for that segment.each marketing mix variable for that segment.

SEGMENT NAMESEGMENT NAME Price Strategies:Price Strategies: Product Strategies:Product Strategies:   Promotion Strategies:Promotion Strategies: Distribution Strategies:Distribution Strategies:  

Writing Your Marketing Action PlanWriting Your Marketing Action Plan

Reread your Marketing Mix Strategies, and Reread your Marketing Mix Strategies, and choose one for this exercise (promotional choose one for this exercise (promotional strategies provide the most variety in Action strategies provide the most variety in Action Plan writing). Break your strategy into as Plan writing). Break your strategy into as many Action Plans as possible (one many Action Plans as possible (one Action Plan for each marketing idea). Name Action Plan for each marketing idea). Name each Action Plan and list its purposes to each Action Plan and list its purposes to the right. You may wish to make copies of the right. You may wish to make copies of this form for future use.this form for future use.

Action Plan: Purposes:Action Plan: Purposes:

Now select an Action Plan from those you have Now select an Action Plan from those you have listed. Review the eight essential ingredients listed. Review the eight essential ingredients described in Elements of the Action Plan to get described in Elements of the Action Plan to get started.started.

Action Plan Number:Action Plan Number: Date:Date: Title:Title: Personal in Charge:Personal in Charge: Qualitifications :Qualitifications : Objective:Objective: Plan of Action (outline in steps):Plan of Action (outline in steps): Estimated Cost (show calculations):Estimated Cost (show calculations): Method of Evaluation:Method of Evaluation:

A Marketing Budget FormA Marketing Budget Form

Action Plan Evaluation FormAction Plan Evaluation Form

Use this form to evaluate each success or failure of the Use this form to evaluate each success or failure of the Action Plan. Make copies of this form if you need more Action Plan. Make copies of this form if you need more room.room.

Plan Number Plan Number Plan Name Plan Name Person in ChargePerson in Charge EvaluatorEvaluator Expected Completion Date of This Action PlanExpected Completion Date of This Action Plan Actual Completion Date of This Action PlanActual Completion Date of This Action Plan Were They Met? (Circle One) Yes , NoWere They Met? (Circle One) Yes , No Objectives of the Action PlanObjectives of the Action Plan How was Success or Failure evaluated? State criteria How was Success or Failure evaluated? State criteria

and show calculationsand show calculations

Action Plan CostsAction Plan CostsPredicted Actual DifferencePredicted Actual DifferenceReasons for Cost DifferenceReasons for Cost DifferenceOverall Evaluation Of Plan (Circle One)Overall Evaluation Of Plan (Circle One) Excellent Very ,Good , Excellent Very ,Good ,

Average ,Poor ,TerribleAverage ,Poor ,TerribleSignature of Evaluator Date Signature of Evaluator Date Signature of person in ChargeSignature of person in Charge