Vâ V¨n Quang
(Forecast & Budget)
(Forecast & Budget)
Strategic
Strategic
Brand Planning
Brand Planning
Võ V n Quangă
Mobile: 0903309363
Email: brandard2004@yahoo.com
Malcolm McDonald, Cranfield School of Management
Marketing Sales Mfg IT HR Logistics R&D
Finanace
& Acctng
T h e v a l u e d r I v e n C E O
The market understanding process
The customer relationship management process
The innovation process
The supply-chain management process
The knowledge management process
Positioning & branding the organisation
Creating customer value
Creating shareholder value
The ten steps of the strategic
marketing planning process
1. Mission
2. Corporate Objectives
3. Marketing Audit
5. Assumptions
6. Marketing Objectives and Strategies
7. Estimate Expected Results
8. Identity Alternative Plans and Mixes
9. Budget
10. 1st Year Detailed Implementation Programme
4. SWOT Analysis
Malcolm McDonald, Cranfield School of Management
TH TR NG XE MÁY VI T NAMỊ ƯỜ Ệ
TH TR NG XE MÁY VI T NAMỊ ƯỜ Ệ
241.5
464.4
610.3
699.2
725
770
820
0
100
200
300
400
500
600
700
800
900
1999 2000 2001 2002 2003 (est.) 2004 (est.) 2005 (est.)
Local Companies Foreign Invested Total
Cú s c l n I ố ớ đố
v I nghành Xe ớ
máy trong n cướ
Võ V n Quangă
Market Trends
Market Trends
1. GDP & Disposable Incomes
2. Technology Advancement
3. Culture & Exchanges
4. Globalization
5. Communication & Media