Marketing Strategy

Стратегический практикум.
Что будет пройдено ?
Comprehensive strategic analyses framework

1

Формулирование стратегии

Этап 1:
Предварительный этап

Этап 2:
Этап диагностики

Этап 3:
Этап принятия решения

2

Формулирование стратегии
Internal Factor Evaluation
Matrix (IFE)

Этап 1:
Предварительный этап

External Factor Evaluation
Matrix (EFE)

Competitive Profile Matrix
(CPM)

3

Матрица оценки внешних факторов воздействия:
The External Factor Evaluation (EFE) Matrix

Economic

Demographic

Governmental

Social

Environmental

Technological

Cultural

Political

Competitive

4

Внешняя диагностика –
Источники информации
•Интернет
•Статистика
•Поставщики
•Дистрибьюторы
•Покупатели
•Конкуренция
5

6

Оценка внешнего влияния
External Factor Evaluation Matrix (EFE)

Внешние факторы Opportunities
(Возможности)

Вес
1

Взвешенная величина Оценка
2

3

Комментарии
4

5

Threats (Угрозы)

Общая взвешенная оценка

1.00

Notes: 1. List opportunities and threats (5–10) in column 1. 2. Weight each factor from 1.0 (Most Important) to 0.0 (Not Important) in Column 2 based on that factor’s probable impact on the company’s strategic position. The total weights must sum to 1.00. 3. Rate each factor from 4 (Outstanding) to 1 (Poor) in Column 3 based on the company’s response to that factor. 4. Multiply each factor’s weight times its rating to obtain each factor’s weighted score in Column 4. 5. Use Column 5 (comments) for rationale used for each factor. 6. Add the weighted scores to obtain the total weighted score for the company in Column 4. This tells how well the company is responding to the strategic factors in its external environment.
Source: T. L. Wheelen and J. D. Hunger, “External Strategic Factors Analysis Summary (EFAS).” Copyright © 1991 by Wheelen and Hunger Associates.
Reprinted by permission.

7

EFE Matrix
How effectively the firm current strategies