Marketing strategic planning usually includes four steps: first, analyze the strengths, weaknesses, opportunities and threats of enterprises in a comprehensive strategic environment; Second, divide the market into different types of consumer groups and market segmentation; Third, choose one or several market segments and target markets; Fourth, establish and spread the unique image of this enterprise's products, so that it can occupy the mind of the target customers, that is, market positioning.
First, SWOT analysis
SWOT analysis is a comprehensive analysis and evaluation of the strengths, weaknesses, opportunities and threats of enterprises, so as to choose the best business strategy.
1, environmental opportunities and threats.
With the rapid development of economy, science and technology, especially the acceleration of world economic globalization and integration, the establishment of global information network and the diversification of consumer demand, the environment in which enterprises are located is more open and turbulent. This change has a far-reaching impact on almost all enterprises. Because of this, environmental analysis has become an increasingly important enterprise function.
The trend of environmental development can be divided into two categories: one represents environmental threats, and the other represents environmental opportunities. Environmental threat refers to the challenge brought by the unfavorable development trend in the environment. If decisive strategic actions are not taken, this unfavorable trend will weaken the competitive position of the company. Environmental opportunity is an attractive field for company behavior, in which the company will have a competitive advantage.
The external environmental factors of enterprises include macro-environmental factors and industrial environmental factors. Macro environmental factors include political and legal environment, economic environment, social and cultural environment, scientific and technological environment, humanistic environment and natural environment. Industry environmental factors include existing competitors, potential competitors, substitutes, buyers, suppliers, etc.
The analysis of the environment can also have different angles. For example, a concise method is PEST analysis, and another commonly used method is Porter's five forces analysis.
2. Analysis of internal strengths and weaknesses (strengths and weaknesses)
It is one thing to identify attractive opportunities in the environment, and it is another to have the competitive ability necessary to succeed in these opportunities. Every enterprise should regularly check its own advantages and disadvantages, which can be achieved by establishing? Analysis table of internal advantages and disadvantages of enterprises? Get in the way. Each element should be graded according to super strong, slightly strong, medium, slightly weak or super weak.
Competitive advantage can refer to any advantage that an enterprise or its products are different from competitors in the eyes of consumers. It can be the width of product line, the size, quality, reliability, applicability, style and image of products, and the timeliness and enthusiasm of services. Although competitive advantage actually means that an enterprise has a stronger comprehensive advantage than its competitors, it is more meaningful to clarify which aspect of the enterprise has advantages, because only in this way can we foster strengths and avoid weaknesses, or attack the virtual with real ones.
Because the enterprise is a whole and the sources of competitive advantage are very extensive, it is necessary to compare the enterprise and its competitors in detail from every link of the whole value chain when analyzing its advantages and disadvantages. For example, whether the products are novel, whether the manufacturing process is complex, whether the sales channels are smooth and whether the prices are competitive. If an enterprise's advantages in one aspect or several aspects are the key success factors that enterprises in this industry should have, then its comprehensive competitive advantage may be stronger. It should be pointed out that whether an enterprise and its products have competitive advantages can only be measured from the perspective of existing potential users, not from the perspective of enterprises.
3.SWOT comprehensive analysis model
The purpose of SWOT comprehensive analysis is to find out the opportunities, threats, advantages and disadvantages of enterprises, so as to formulate strategies suitable for enterprise development.
1. So the strategy (advantage+opportunity). That is, the expansion strategy is suitable for enterprises with obvious internal advantages and consistent with external opportunities. In this case, enterprises can take advantage of external opportunities, give play to their own advantages, and fully combine opportunities and advantages. However, opportunities are often fleeting, and enterprises must seize opportunities keenly, seize opportunities and seek greater development.
2.WO strategy (opportunity+disadvantage). That is, defense strategy, when the opportunities provided by the environment are not suitable or can not overlap with the internal resource advantages of enterprises, the advantages of enterprises will not be brought into play, no matter how big the enterprises are. In this case, enterprises need to provide and increase some resources to promote the transformation of internal resource disadvantages into advantages in order to cater to or adapt to external opportunities.
3.ST strategy (advantage+threat). That is, decentralization strategy, when the environmental situation poses a threat to the company's advantages, the advantages cannot be fully exerted, resulting in a fragile situation of poor advantages. In this case, enterprises must overcome threats to give full play to their advantages.
4.WT strategy (disadvantage+threat). That is, the exit strategy, when the internal disadvantages of enterprises encounter external threats, enterprises face severe challenges, which may directly threaten the survival of enterprises if they are not handled properly. Enterprises avoid threats by overcoming disadvantages. Usually, enterprises will choose to quit the industry and invest their funds in more attractive businesses or industries.
Second, market segmentation.
Market segmentation refers to the market classification process that marketers divide the market of a product into several consumer groups according to the differences of consumers' needs and desires, buying behaviors and buying habits through market research. Every consumer group is a market segment, and every market segment is a group of consumers with similar demand tendencies.
1, criteria and basis for market segmentation
The standards of market segmentation are the basis of market segmentation, and enterprises distinguish the similarities and differences of consumer demand according to these standards, thus subdividing the market. All the factors that make customers' needs different can be used as the standard of market segmentation.
Geographical subdivision: country, region, city, countryside, climate and topography.
Population breakdown: age, sex, occupation, income, education level, family population, family type, family life cycle, nationality, nationality, religion and social class.
Psychological subdivision: social class, lifestyle and personality
Behavior subdivision: opportunity, pursuit of benefits, user status, product utilization rate, loyalty, purchase preparation stage, attitude.
Benefit segmentation: The specific benefits pursued and the benefits brought by products, such as quality, price and grade.
2, the method of market segmentation
The methods of market segmentation mainly include univariate method, plane intersection method, three-dimensional intersection method and multi-dimensional segmentation method. As a process of comparison, classification and selection, market segmentation should be carried out according to the procedures of market segmentation, which usually includes seven steps, such as correctly selecting market scope and screening.
1) univariate method
The so-called univariate method refers to subdividing the market by one factor, such as the cosmetics market by gender and the clothing market by age. This method is simple and easy, but it is difficult to reflect the complex and changeable customer needs.
2) Plane crossing method
Plane cross segmentation method refers to market segmentation according to two characteristic standards. For example, according to age and gender, the cosmetics market can be subdivided into multiple markets where two factors intersect.
3) 3D intersection subdivision method
Three-dimensional cross-subdivision method is a comprehensive subdivision of three factors that affect consumer demand. For example, the women's clothing market can be divided into different market segments through lifestyle, income level and age.
4) Multi-dimensional subdivision method
When market segmentation involves many factors, and each factor is in a certain order, from coarse to fine, from shallow to deep, step by step, the target market will become more and more specific. This method is called multidimensional segmentation. For example, the leather shoes market in a certain place can be subdivided through a series of factors:
Third, the target market selection
After dividing the market segments, enterprises can enter one or more market segments in the established market. Target market selection refers to estimating the attractiveness of each market segment and choosing to enter one or more market segments.
1, evaluating market segments
1) has a certain scale and development potential. Enterprises entering a certain market expect to make profits. If the market scale is narrow or tends to shrink, it is difficult for enterprises to develop after entering. At this time, they should think carefully and should not enter easily. Of course, enterprises should not regard market attraction as the only choice. In particular, efforts should be made to avoid the "majority fallacy", that is, to follow the same thinking logic as competitive enterprises and take the largest and most attractive market as the target market. In this way, people compete for the same customer group, which leads to excessive competition and unreasonable waste of social resources, and at the same time ignores and ignores some consumer needs that should be met. At present, many domestic enterprises tend to regard cities, especially large and medium-sized cities, as their first choice market, while ignoring small towns and rural markets, which is likely to lead them into a misunderstanding. If we think differently, some enterprises that are not doing well at present may have a "bright future".
2) Conforming to the enterprise goals and capabilities. Although some market segments are attractive, they can't promote enterprises to achieve their development goals, and even distract enterprises from achieving their main goals. Consideration should be given to abandoning such markets. On the other hand, we should also consider whether the resource conditions of the enterprise are suitable for operating in a certain market segment. Only by choosing those markets that enterprises have the conditions to enter and can give full play to their own resource advantages as target markets, enterprises will be in an invincible position.
2. Choose market segments
After evaluating the market segments, you can choose a target market from the following five market models:
(1) centralized strategy. Refers to the enterprise's target market, whether from the market (customers) or from the product point of view, are concentrated in a market segment. This strategy means that the enterprise only produces a standardized product and only supplies a certain customer group. Smaller enterprises usually adopt this strategy, which can help enterprises realize specialized production and operation, and then gradually expand to other market segments after success.
(2) Product specialization strategy. Refers to an enterprise that only produces and operates one product in all market segments. Of course, due to different customer groups, products will be different in grade, quality or style.
(3) Market specialization strategy. Refers to enterprises providing different types of products to the same market segment. For example, we provide Jun porcelain products with different shapes to Spring Festival market, Mid-Autumn Festival market and Teacher's Day market, Jun porcelain products with different shapes to Zodiac market, and Jun porcelain products to government affairs and business gifts market.
(4) Selective specialization strategy. Refers to enterprises selectively entering multiple market segments and providing different types of products to these market segments. The main reason for choosing this strategy is that there is little correlation between market segments, and each market segment has good marketing opportunities and development potential. The advantage of this strategy is that it is conducive to dispersing the business risks of enterprises. Even if a certain market segment is lost, enterprises can still make profits in other market segments. Larger enterprises usually adopt this strategy.
(5) Comprehensive coverage strategy. It means that enterprises fully enter all market segments and provide different types of products for all market segments. This is the target market interval strategy adopted by large enterprises to occupy the leading position in the market or monopolize all markets. For example, Coca-Cola Company provides different types of drinks for different customer groups.
Fourth, market positioning.
Market positioning refers to an enterprise's marketing design for potential customers, shaping a certain image or personality of a product, brand or enterprise in the eyes of target customers, and retaining a deep impression and unique position, thus gaining a competitive advantage. The essence of positioning is to occupy consumers? Mind? To gain the psychological recognition of consumers.
1, the basis of market positioning
In the market positioning of enterprises, market positioning can be carried out according to the attributes, benefits, price, quality, use, users, use occasions, competitors and other factors or their combinations. Specifically, the main basis for market positioning includes the following aspects:
1) product attribute positioning. That is, positioning according to some characteristics of the product. Such as product quality, price, composition, materials, etc. , can be used as a basis for positioning. Like Coca-Cola? Zero diet coke? To satisfy those consumers who like to drink sugar-free drinks.
2) Customer interest orientation. That is, positioning according to the special benefits of products to consumers. For example, an American beer company has introduced a low-calorie beer, which is positioned as a beer that will not get fat, to meet the needs of those who like beer but are worried about getting fat.
3) product use positioning. That is, positioning according to a certain use of the product. For example, the slogan of the red pot Wang Laoji? Afraid of getting angry with Wang Laoji? The positioning of Wang Laoji herbal tea is a functional drink that can relieve summer heat and reduce fire.
4) user positioning. That is, the positioning of different product users, so as to guide products to specific customer groups.
5) The location of the use occasion. That is, it can be positioned according to different use occasions of the product. For example, baking soda can be used as a deodorant for refrigerators or as a sauce, and different enterprises can make different positioning accordingly.
6) Positioning of competitors. That is, positioning with a well-known competitor as a reference, occupying a clear position in the minds of consumers. For example, what is the positioning of 7-up soda? Non-coke? Emphasize that unlike cola drinks, it does not contain caffeine.
7) Combination of quality and price. For example, Haier Electric is positioned at high price and high quality, and Hualian Supermarket is positioned at everyday parity, and there are no fakes.
2, the method of market positioning
1) initial positioning. It means that when a newly established enterprise enters and exits the market, when a new product enters the market, or when a product enters a new market, the enterprise must use all the marketing combinations from scratch to ensure that the product characteristics meet the selected target market. However, when enterprises want to enter the target market, competitors' products often appear in the market, or a certain market structure is formed. At this time, enterprises should carefully study the position of the same product in the target competitors, so as to determine the favorable position of their own products.
2) confrontation positioning. It means that enterprises choose market positions close to or overlapping with existing competitors to compete for the same customer group, and there is little difference in products, prices, distribution and promotion.
3) Avoid strong positioning. Refers to the enterprise to avoid direct confrontation with competitors in the target market and determine its own market position? Blank point? Develop and sell some special products that are not available in the market at present, and open up new market areas.
4) repositioning. It refers to the process that an enterprise changes the product characteristics and the original impression of the target customers, so that the target customers have a new understanding of the new image of their products. Market repositioning is very important for enterprises to adapt to the market environment and adjust their marketing strategies. Even if the positioning of enterprise products in the market is appropriate, it is necessary to consider repositioning in the following circumstances: First, the market positioning launched by competitors is near the enterprise products, which encroaches on some markets of the enterprise brand and reduces the market share of the enterprise brand; Second, consumers' preferences have changed, from liking a brand of the company to liking a brand of competitors.
Before repositioning, enterprises still need to consider two main factors: first, the total cost of transferring their brand positioning from one sub-market to another; Second, how much income an enterprise can earn by setting its brand in a new position depends on the buyers and competitors in this sub-market and how high the sales price can be set in this sub-market.