Grading

• Midterm 15%
• Final Exam 15%
• Attendance/Participation 10%
• Projects (each 12%) 60%
Project 1- Written group project
Project 2 – Group project, oral presentation
Project 3 – Written individual project
Project 4 – Group project, oral presentation
Project 5 – Group project, oral presentation
 Handouts and Reference
Materials
• www.scribd.com
• Username – travelerpat@gmail.com
• Password – jiliang
Strategists ask three
questions

1. Where are we now?

2. What business do we want to be in?
3. How are we going to get there?
 Three Questions
The answers to these three questions form the
essence of strategic analysis:
1. Where are we now?
 Situation Analysis
2. What business do we want to be in?
 Vision and Mission
3. How are we going to get there?
 Competitive Strategy/Position (Broad)
 Marketing Mix (Specific)
Strategic Planning Process

Planning done by top functional-

level management such as the
firm’s chief marketing officer
(CMO)

3. Perform a situation analysis

4. Set marketing objectives
5. Select the target market
6. Develop the market mix
 Situation Analysis/ SWOT Analysis Areas to Consider:
Where are we now? 1. Competition
2. Economic
3. Social/culture
Internal
Factors 4. Political
5. Legal
6. Technology

External
Factors
Strengths:
• What do you do well? What
advantages do you have?
• What unique resources can you
draw on?
• What do others see as your
strengths?
• What do you do better than
anyone else?
Opportunities:
• What good opportunities are
open to you?
• What trends could you take
advantage of?
• How can you turn your strengths
into opportunities?
Weaknesses:
• What could you improve? What
should you avoid?
• Where do you have fewer resources
than others?
• What are others likely to see as
weaknesses?
• What factors lose you sales?
Threats:
• What trends could harm you?
• What is your competition doing that
you should be worried about?
• What obstacles do you face?
• Are the required specifications for
your job, products or services
changing?
• Is changing technology threatening
your position?
• Could any of your weaknesses
seriously threaten your business?
 Your Turn!
• China Eastern Airlines
• Working in 4 groups, prepare a SWOT
analysis.
– Each group will prepare one section.
• Group 1 – Strengths (internal)
• Group 2 – Weaknesses (internal)
• Group 3 – Opportunities (external)
• Group 4 – Threats (external)
 Market Share
• Market share can be defined as the
percentage of all sales within a market
that is held by one brand / product or
company.
• The two most important measures of
market share are by:
– Sales revenue
– Sales volume (the number of units sold)
 Market Share
• Graphics Chip Market –
2nd quarter 2008 Number of units shipped
 Calculating Market Share
• Find total size of the 94.88 million chips
market – either dollars (or
yuan) or quantity
manufactured or sold
AMD = 17.67 million
• Find the size of the market
for each company
• Divide the company’s
numbers by the total 17.67 ÷ 94.88 =
market size. 18.6% AMD
market share
 Wine Market in China
• You are the Vice President of Marketing for
Changyu wine company. The senior officers of
the company are preparing a strategic plan for
2010, and have charged you with preparing a
SWOT Analysis.
• Working in groups of 3-4 students, prepare a
SWOT Analysis in writing.
• I have gathered some statistics in a document
on www.scribd.com to get you started.
• You will have to do additional research.
• Try to calculate Changyu’s market share.
• Due in one week – March 11