By actual simulation, without bringing any actual loss to the enterprise, the training could give students a variety of competition situation, the valuable marketing experience to help students learn a market-oriented business strategy planning, get to know the decisive role the marketing strategy played on business performance. Students can deeply understand the source of comprehensive competitiveness of enterprises .
On April 13-14, KingSung organized10 managers to attend the CEO training class in Peking University and the course of “Strategic Marketing and Sand Table Management”.
The course specifically invited Professor Pei Zhangxian to teach them. Professor Pei Zhangxian, is a Front-line senior trainer, a sand table expert, the vice president of sand table simulation teaching research institute in China, senior partner for Beijing Jiadedirui Enterprise Management Consulting Co.,Ltd , professional researcher in "Excellent thinking" series sand table simulation training course research group. Professor Pei Zhangxian first points out that the strategic marketing management is divided into four parts: market competition strategy, market segmentation strategy, positioning marketing strategy and market attack and defense strategy. Enterprise managers must strictly formulate enterprise tasks, objectives, business portfolio plan, maintain a strategic adaptation of the management process in order to achieve the enterprise's objectives, resources, capabilities and business environment development.
Professor Pei Zhangxian
▶ Front-line senior trainer, a sand table expert
▶ Special invited sand table course lecturer for international MBA in Peking University
▶Managing director in Beijing Aier Biotechnology Co. Ltd
▶Sand table simulation instructor, front-line senior trainer
▶Vice president of sand table simulation teaching research institute in China
This course aims to help enterprise managers improve enterprises’ adaptability to the external environment, so that enterprises can achieve sustainable development. In today's era, the external environment is complex, and great changes are taking place all the time. How to survive in the complex and diverse external environment is the purpose of strategic marketing management.
Professor Pei Zhangxian had the cutting-edge theory and unique viewpoint, which showed the sharp and fresh teaching style. His instruction was artistic and wise, which can inspire us to think deeply. The high strength coach training added more fun to the study. Besides,Professor Pei's humorous language and approachable style made every student in the class feel like a spring breeze. Students all concentrated on the course. Each aired their own views and asked questions actively.
一、Market competition strategy
Professor Pei Zhangxian said that strategic management is divided into four steps, namely, defining the mission and objectives, conducting strategic analysis, strategy formulation and selection, strategy implementation and control.Enterprises needed to analyze the internal and external environment and formulated guidelines for the development of enterprises. In the market competition, we needed to put the goal and the response strategy into practice.
Professor Pei said the competitive strategy was to gain an advantage over competitors. It is the method assurance that realizes enterprise overall strategy (company strategy). How to enter the market and business field determined by the company strategy needs competitive strategy to complete. Although the strategic choice of growth, stability and contraction needs to consider external opportunities and threats, it is more important to be supported by competitive advantages. The purpose of competition is to win some competitive advantages and defeat competitors by providing customers with what they want better than competitors.
For competitive strategy, professor Pei Zhangxian divided it into total cost leadership strategy, differentiation strategy and focus or concentration strategy. An enterprise must establish efficient production facilities, spare no effort to reduce costs on the basis of experience, increase the control of costs and administrative expenses, and save expenses in research and development, service, promotion, advertising and other aspects. The enterprise management must pay enough attention to cost management. Successful differentiation strategy will become a positive strategy for enterprises to achieve a higher level of profits, because it can establish a "defensive position" against the five competitive forces. Professor Pei Zhangxian took Rolls Royce as an example to introduce that the company provides products and services to a very narrow "niche market" with ultra-luxurious design, exquisite craftsmanship and unique enjoyment, which is a typical example of adopting "specialized strategy". The profit potential of enterprises adopting "specialized strategy" will exceed the average profit level of the industry, and enterprises can also resist the threat of various competitive forces.
二、 segmentation strategies
Professor Pei Zhangxian explained the concept of market segmentation and defined the the trilogy of market segmentation . According to the different needs of the product buyers, the market will be divided into different consumer groups, and the outline can be sketched. It is also the act of selecting one or more market segments to enter and an act of placing a product and specific marketing combination in a competitive and distinctive position in the customer's mind.
三、Positioning marketing strategy
According to the method of market positioning, professor Pei Zhangxian pointed out that enterprises must confirm their competitive advantages, accurately choose the relative competitive advantages, and show the unique competitive advantages. In most industries, there is a company that is recognized as a market leader in price adjustment, new product development, distribution coverage and promotional power. It is the market competition leader, but also object challenged, imitated or avoided by competitors.Enterprises need to find new users, open up new purpose of products and expand product usage.
Professor Pei stressed that enterprises must protect their existing businesses and guard against the attack of competitors when expanding the whole market scale. Coca-Cola, for example, must be always on the alert for Pepsi; Kodak to guard against the attack of Fuji, and so on.
四、Market attack and defense strategy
Professor Pei Zhangxian pointed out that the enterprise managers must be clear about the strategic objectives and the challenge objects, and there are different objectives for different objects. Challengers can choose three kinds of companies as the attack objects, such as market leaders, those who are similar to their own scale, and regional small enterprises. In the end, professor Pei pointed out that market niches should bear greater risks, because the niches themselves may be dried up or attacked. Therefore, when choosing market niches, marketers usually choose two or more niches to ensure the survival and development of enterprises. In any case, as long as marketers are good at managing, small businesses have a chance to serve customers and earn profits.
Conclusion
How to do a good job in strategic marketing and management?
A summary: Find a breakthrough point according to the actual situation and realize the market breakthrough!
Stepping on stone with marks, scratching on iron with marks.By two days of training , we realized the importance of strategic decisions for the development of the company.
back in two days we have put every strategy is correct or error, I sent back, because a wrong decision, can lead to significant losses, and even burn out high level brain drill sand table simulation training, is of great help to win the strategic decision, I hope we the 10 managers in the future can be more objective when strategy system comprehensive analysis and evaluation, we must have crisis consciousness, maintain system analysis and reflection ability, ability makes kechuang survive in the continuous battle to the enterprise competition
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