Indhold
Kapitel 1 – Marketing i en global verden ........................................................................................................... 8
Planlægningsniveauer .................................................................................................................................... 8
Virksomhedens parametermix ....................................................................................................................... 8
Virksomhedens orientering mod markedet ................................................................................................... 9
Kapitel 2 – Virksomhedens ressourcer og kompetencer ................................................................................... 9
Virksomhedens interessegrupper .................................................................................................................. 9
Værdiskabelse .............................................................................................................................................. 10
Værdikæden ................................................................................................................................................. 11
Den forenklede værdikæde:..................................................................................................................... 12
Værdikæden og servicevirksomheder ..................................................................................................... 12
Supply Chain Management .......................................................................................................................... 12
Kapitel 3 – Strategisk analyse ........................................................................................................................... 13
Strategisk planlægning ................................................................................................................................. 13
Identificering af strategisk forretningsområde ............................................................................................ 13
Mission, vision og værdi ............................................................................................................................... 13
Produktlivscyklus - PLC ................................................................................................................................. 14
Porteføljeanalyse.......................................................................................................................................... 15
Bostonmodellen (BCG-modellen) ............................................................................................................ 15
General Electric modellen ........................................................................................................................ 16
Kapitel 4 - SWOT-analyse ................................................................................................................................. 17
TOWS-analyse .............................................................................................................................................. 18
Anvendelse af resultater af en SWOT/TOWS-analyse ................................................................................. 18
Kapitel 5 – Mål og Strategier ............................................................................................................................ 19
Mål ................................................................................................................................................................ 19
Strategi ......................................................................................................................................................... 19
Vækststrategier ............................................................................................................................................ 19
Intensivering ............................................................................................................................................. 19
Integration ................................................................................................................................................ 20
Diversifikation .......................................................................................................................................... 21
Frasalg og udfasning ................................................................................................................................. 21
Forretningsstrategier.................................................................................................................................... 21
Kapitel 1 – Marketing i en global verden ........................................................................................................... 8
Planlægningsniveauer .................................................................................................................................... 8
Virksomhedens parametermix ....................................................................................................................... 8
Virksomhedens orientering mod markedet ................................................................................................... 9
Kapitel 2 – Virksomhedens ressourcer og kompetencer ................................................................................... 9
Virksomhedens interessegrupper .................................................................................................................. 9
Værdiskabelse .............................................................................................................................................. 10
Værdikæden ................................................................................................................................................. 11
Den forenklede værdikæde:..................................................................................................................... 12
Værdikæden og servicevirksomheder ..................................................................................................... 12
Supply Chain Management .......................................................................................................................... 12
Kapitel 3 – Strategisk analyse ........................................................................................................................... 13
Strategisk planlægning ................................................................................................................................. 13
Identificering af strategisk forretningsområde ............................................................................................ 13
Mission, vision og værdi ............................................................................................................................... 13
Produktlivscyklus - PLC ................................................................................................................................. 14
Porteføljeanalyse.......................................................................................................................................... 15
Bostonmodellen (BCG-modellen) ............................................................................................................ 15
General Electric modellen ........................................................................................................................ 16
Kapitel 4 - SWOT-analyse ................................................................................................................................. 17
TOWS-analyse .............................................................................................................................................. 18
Anvendelse af resultater af en SWOT/TOWS-analyse ................................................................................. 18
Kapitel 5 – Mål og Strategier ............................................................................................................................ 19
Mål ................................................................................................................................................................ 19
Strategi ......................................................................................................................................................... 19
Vækststrategier ............................................................................................................................................ 19
Intensivering ............................................................................................................................................. 19
Integration ................................................................................................................................................ 20
Diversifikation .......................................................................................................................................... 21
Frasalg og udfasning ................................................................................................................................. 21
Forretningsstrategier.................................................................................................................................... 21
