ÐÅÑÉÅ ÏÌÅÍÁ Ðñüëïãïò...7 ÊÅÖÁËÁÉÏ 1 ÅéóáãùãÞ óôç ÓôñáôçãéêÞ ÌÜñêåôéíãê 1.1 Ç Éäåïëïãßá ôïõ ÌÊÔ: ÅîÝëéîç êáé Ó Ýóç ôçò ìå ôï Åóùôåñéêü êáé Åîùôåñéêü ÐåñéâÜëëïí ôçò Åðé åßñçóçò...15 1.1.1 Ç ÅîÝëéîç ôçò Éäåïëïãßáò ôïõ ÌÊÔ...16 1.1.2 Ôï ÌÊÔ ùò Óõíäåôéêüò Êñßêïò Ìåôáîý Åóùôåñéêïý êáé Åîùôå ñéêïý ÐåñéâÜëëïíôïò ôçò Åðé åßñçóçò...18 1.2 Ôï ÌÊÔ êáé ç Äçìéïõñãßá Áîßáò ãéá ôïí ÊáôáíáëùôÞ...19 1.2.1 Ç Éäåïëïãßá ôïõ ÌÊÔ êáé ç Äçìéïõñãßá Áîßáò...19 1.2.2 Ôï Áíôáãùíéóôéêü ÐëåïíÝêôçìá óôç Äçìéïõñãßá Áîßáò...21 1.3 Âáóéêïß Ïñéóìïß...23 1.4 Åðßðåäá ÓôñáôçãéêÞò...25 1.5 Óôü ïé ÌÊÔ...28 1.6 ÓôñáôçãéêÝò ÌÊÔ...29 1.7 Óôñáôçãéêüò Ó åäéáóìüò (Strategic Planning)...33 1.8 Óôñáôçãéêüò Ó åäéáóìüò ÌÊÔ...34 ÊÅÖÁËÁÉÏ 2 Óôñáôçãéêüò Ó åäéáóìüò ÌÜñêåôéíãê 2.1 Äéáôýðùóç ÓôñáôçãéêÞò ÌÜñêåôéíãê...41 2.2 Ç Äéáäéêáóßá Ó åäéáóìïý êáé ÁíÜðôõîçò ÓôñáôçãéêÞò ÌÊÔ...42 2.3 Óôñáôçãéêüò Ó åäéáóìüò êáé Åõêáéñßåò óôçí ÁãïñÜ...45 2.4 ÅðéëïãÞ ôùí Ðñïúüíôùí - Áãïñþí...46 2.5 ÅðéëïãÞ ôçò Ôïðïèåóßáò ôçò Áîßáò (Value Position)...49 2.5.1 ÁãïñÝò-Óôü ïé êáé ÂáóéêÜ ÏöÝëç ãéá ôïí ÊáôáíáëùôÞ...51 2.5.2 Ó åäéáóìüò ôçò ÐñïóöïñÜò ôçò Áîßáò...53 2.5.3 áñáêôçñéóôéêü êáé ÏöÝëç...53 2.5.4 ÓõìâïëéêÞ Áîßá Ðñïúüíôùí...54 2.5.5 Åðéêïéíùíßá êáé ÄéáíïìÞ ôçò Áîßáò...55 2.6 Ó åäéüæïíôáò ôç ÓôñáôçãéêÞ ÌÊÔ...56 2.6.1 Ç ÁíÜðôõîç ÐñïãñáììÜôùí ÌÊÔ...56 2.6.2 Ó åäéáóìüò Ìßãìáôïò ÌÊÔ...56 2.6.3 Ôï Ìßãìá ÌÊÔ êáé ôá Óôïé åßá ôïõ ÐåñéâÜëëïíôïò ôçò Åðé åßñçóçò...57 2.6.4 ÅöáñìïãÞ ÐñïãñáììÜôùí ÌÊÔ...59
10 ÐÅÑÉÅ ÏÌÅÍÁ 2.7 Ç Ó Ýóç ÓôñáôçãéêÞò êáé ÅöáñìïãÞò ôçò...59 2.8 ÄïìÝò êáé Éêáíüôçôåò...60 2.9 Ï Êýêëïò Ó åäéáóìïý 5-3-1...62 2.10 ÌÜíáôæåñ ÌÊÔ êáé Óôñáôçãéêüò Ó åäéáóìüò...62 ÊÅÖÁËÁÉÏ 3 Ôï Ó Ýäéï ÌÜñêåôéíãê 3.1 Ï Ñüëïò ôïõ Ó åäßïõ ÌÊÔ...67 3.2 Ôá ÓôÜäéá ôïõ Ó åäßïõ ÌÊÔ...69 3.3 Ðåñßãñáììá Ðåñéå ïìýíùí Åíüò Ôõðéêïý Ó åäßïõ ÌÊÔ...70 3.3.1 ÅðéìÝñïõò ÐáñáôçñÞóåéò-Óçìåéþóåéò åðß ôïõ ÐåñéãñÜììáôïò...75 3.4 ÐçãÝò Ðëçñïöïñéþí ãéá ôçí ÁíÜëõóç ôçò Ðáñïýóáò ÊáôÜóôáóçò...76 3.5 Äéáäéêáóßá ÅöáñìïãÞò - Õëïðïßçóçò ôïõ Ó åäßïõ ÌÊÔ...77 3.6 ÐáñÜäåéãìá ÁíÜðôõîçò Ó åäßïõ ÌÜñêåôéíãê...78 ÊÅÖÁËÁÉÏ 4 ÁíÜëõóç ÐåñéâÜëëïíôïò êáé Åõêáéñéþí 4.1 ÅéóáãùãéêÜ...93 4.2 Ç Ðáñáêïëïýèçóç ôïõ ÐåñéâÜëëïíôïò...94 4.2.1 Ôá ÏöÝëç...94 4.2.2 Ç Äéáäéêáóßá Ðáñáêïëïýèçóçò ôïõ ÐåñéâÜëëïíôïò...94 4.2.3 ÄéáóôÜóåéò ÁíÜëõóçò ôïõ ÐåñéâÜëëïíôïò...96 4.3 ÁíÜëõóç Åðßäñáóçò (Impact Analysis)...99 4.4 Ç ÁíÜëõóç ÄõíÜìåùí - Áäõíáìéþí - Åõêáéñéþí - Áðåéëþí (SWOT)...102 4.4.1 Ç Áîßá êáé ôá ÐëåïíåêôÞìáôá ôçò ÁíÜëõóçò SWOT...103 4.4.2 Ï Ôñüðïò ÅöáñìïãÞò ôçò ÁíÜëõóçò SWOT...104 4.4.3 Óôïé åßá ôçò ÁíÜëõóçò SWOT...105 4.4.4 Âáèìïëüãçóç ÈåìÜôùí êáé íôáîþ ôïõò óôç ÌÞôñá SWOT...107 4.4.5 ÁíÜëõóç SWOT Áíôáãùíéóôþí...108 4.4.6 ÌåéïíåêôÞìáôá ôçò ÁíÜëõóçò SWOT...110 4.4.7 ÓôñáôçãéêÝò Êáôåõèýíóåéò ìå ÂÜóç ôçí ÁíÜëõóç SWOT...110 ÊÅÖÁËÁÉÏ 5 ÁíÜëõóç ÐùëÞóåùí 5.1 ÁíÜëõóç ÐùëÞóåùí...115 5.2 Áîéïëüãçóç ÐùëÞóåùí ìéáò ÌÜñêáò Ðñïúïíôïò...116 5.3 ÓõóôáôéêÜ Óôïé åßá ôçò ÁíÜëõóçò ÐùëÞóåùí...117 5.4 Ç Äéáäéêáóßá ÁíÜëõóçò ÐùëÞóåùí...118 5.5 Ç Éåñáñ éêþ ÁíÜëõóç ÐùëÞóåùí...121
ÐÅÑÉÅ ÏÌÅÍÁ 11 5.6 ÁíÜëõóç Êüóôïõò ÐùëÞóåùí...123 5.7 Ï Äåßêôçò ÁðïôåëÝóìáôïò ÐùëÞóåùí...124 5.8 Åðßðåäá êáé Ôýðïé ÁíÜëõóçò ÐùëÞóåùí...125 5.8.1 ÁíÜëõóç Óõíïëéêþí ÐùëÞóåùí...125 5.8.2 ÁíÜëõóç ÐùëÞóåùí áíü Êáôçãïñßá ÐåëÜôç...126 5.8.3 ÁíÜëõóç ÐùëÞóåùí áíü Êáôçãïñßá Ðñïúüíôïò...126 5.8.4 ÁíÜëõóç ÐùëÞóåùí áíü ÐùëçôÞ...127 5.8.5 ÁíÜëõóç ÐùëÞóåùí áíü ÃåùãñáöéêÞ Ðåñéï Þ...127 5.8.6 ÁíÜëõóç ÐùëÞóåùí áíü ÌÝãåèïò Ðáñáããåëßáò...127 5.8.7 ÁíÜëõóç ÐùëÞóåùí áíü ÊáíÜëé ÄéáíïìÞò...128 ÊÅÖÁËÁÉÏ 6 ÁíÜëõóç Åëêõóôéêüôçôáò Âéïìç áíßáò 6.1 ÅéóáãùãÞ...131 6.2 ÅîÝëéîç Âéïìç áíßáò & ï Êýêëïò ÆùÞò ôçò Âéïìç áíßáò...132 6.3 ÐáñÜãïíôåò ðïõ Êáèïñßæïõí ôçí Åëêõóôéêüôçôá ôçò Âéïìç áíßáò...136 6.4 ÐáñÜãïíôåò ðïõ ñçóéìïðïéïýíôáé ãéá ôçí Åêôßìçóç ôïõ Âáèìïý Åëêõóôéêüôçôáò Âéïìç áíßáò...136 6.4.1 Ãåíéêïß ÐáñÜãïíôåò ôçò ÁãïñÜò...137 6.4.1.1 ÌÝãåèïò ÁãïñÜò (Market Size)...137 6.4.1.2 ÁíÜðôõîç ÁãïñÜò (Market Growth)...137 6.4.1.3 O Êýêëïò ÆùÞò ôïõ Ðñïúüíôïò - ÊÆÐ (Product Life Cycle)...137 6.4.1.4 Ç Êõêëéêüôçôá ôùí ÐùëÞóåùí (Cyclicality)...138 6.4.1.5 Åðï éêüôçôá ôùí ÐùëÞóåùí (Seasonality)...138 6.4.1.6 ÊÝñäç (Prol ts) / Êåñäïöïñßá...138 6.4.2 ÐáñÜãïíôåò Âéïìç áíßáò...139 6.4.2.1 Âáèìüò ÓõãêÝíôñùóçò (Concentration)...139 6.4.2.2 ÁðåéëÞ Åéóüäïõ ÍÝùí Áíôáãùíéóôþí (Threat of New Entrants)...139 6.4.2.3 Ç ÄéáðñáãìáôåõôéêÞ Äýíáìç ôùí Áãïñáóôþí...144 6.4.2.4 Ç ÄéáðñáãìáôåõôéêÞ Äýíáìç ôùí Ðñïìçèåõôþí...144 6.4.2.5 ÕðïêáôÜóôáôá Ðñïúüíôá (Substitute Products)...145 6.4.2.6 íôáóç Áíôáãùíéóìïý...145 6.4.2.7 Åìðüäéá Åîüäïõ...146 6.4.2.8 Éêáíüôçôá ÐáñáãùãÞò ôçò Âéïìç áíßáò...147 6.4.3 ÐáñÜãïíôåò ÐåñéâÜëëïíôïò ÌÊÔ...147 6.5 ÐáñÜäåéãìá: ÁíÜëõóç Åëêõóôéêüôçôáò ôçò ÅëëçíéêÞò Áãï ñüò ÅìöéáëùìÝíïõ Íåñïý...148 6.6 ÓôñáôçãéêÝò ðïõ Ðñïêýðôïõí áðü ôçí ÁíÜëõóç Âéïìç áíßáò...152
12 ÐÅÑÉÅ ÏÌÅÍÁ ÊÅÖÁËÁÉÏ 7 ÁíÜëõóç Áíôáãùíéóôþí 7.1 ÃåíéêÜ ãéá ôïí Áíôáãùíéóìü...155 7.1.1 Ôýðïé Áíôáãùíéóìïý...155 7.1.2 íôáóç Áíôáãùíéóìïý...157 7.1.3 Åðßðåäá Áíôáãùíéóìïý...159 7.1.4 ÐñáêôéêÝò Åíôïðéóìïý ôùí Áíôáãùíéóôþí...161 7.1.5 ÁíÜëõóç Áíôáãùíéóìïý êáé Áíôáãùíéóôþí: Ôá Æçôïýìåíá...162 7.2 Ç Äéáäéêáóßá ôçò ÁíÜëõóçò ôïõ Áíôáãùíéóìïý...163 7.2.1 Åíôïðéóìüò ôùí Óôü ùí ôùí Êýñéùí Áíôáãùíéóôþí...163 7.2.2 Åêôßìçóç ôùí Óôñáôçãéêþí ðïõ Åöáñìüæïõí ïé ÁíôáãùíéóôÝò...164 7.2.2.1 ÅðéëïãÞ ÁãïñÜò-Óôü ïõ:...164 7.2.2.2 ÓôñáôçãéêÞ ÐõñÞíá:...164 7.2.2.3 ÅöáñìïãÞ ÓôñáôçãéêÞò - Ìßãìá ÌÊÔ:...164 7.2.3 ÐçãÝò Ðëçñïöïñéþí ãéá ôçí Åêôßìçóç ôùí Óôñáôçãéêþí ôïõ Áíôáãùíéóìïý...165 7.2.3.1 Ôé Áðïêáëýðôåé ï ÁíôáãùíéóôÞò ãéá ôïí ºäéï:...165 7.2.3.2 Ôé Áðïêáëýðôïõí ëëïé ãéá ôïí ÁíôáãùíéóôÞ:...166 7.2.4 Áîéïëüãçóç ôùí ÉêáíïôÞôùí ôïõ ÁíôáãùíéóôÞ...166 7.2.5 Ðñüâëåøç Ìåëëïíôéêþí Óôñáôçãéêþí ôùí Áíôáãùíéóôþí...170 7.2.5.1 ÐáñÜãïíôåò êáé ÌÝèïäïé ÁíÜëõóçò...170 7.2.5.2 Óçìáôïäüôçóç óôçí ÁãïñÜ (Market Signalling)...171 7.3 ÐáñÜäåéãìá: ÁíÜëõóç Áíôáãùíéóìïý óôçí ÅëëçíéêÞ ÁãïñÜ õìþí...172 7.4 ÁíôáãùíéóôÝò & ÓôñáôçãéêÝò ÌÊÔ ãéá Áíôáãùíéóôéêü ÐëåïíÝêôçìá...176 7.4.1 Áíôáãùíéóìüò êáé Áíôáãùíéóôéêü ÐëåïíÝêôçìá...176 7.4.2 ÓôñáôçãéêÝò ãéá Áíôáãùíéóôéêü ÐëåïíÝêôçìá...179 7.4.3 ÓôñáôçãéêÝò ÌÊÔ ðïõ Ðñïêýðôïõí áðü ôçí ÁíÜëõóç ôïõ Áíôáãùíéóìïý...181 7.5 ÁíÜëõóç Óôñáôçãéêþí ÏìÜäùí...186 ÊÅÖÁËÁÉÏ 8 ÁíÜëõóç Ðåëáôþí 8.1 Ïñéóìüò & Åíôïðéóìüò Áãïñþí ãéá ÅîõðçñÝôçóç...193 8.2 Ç Äéáäéêáóßá ÁíÜëõóçò Êáôáíáëùôþí...196 8.2.1 Åíôïðéóìüò Ðåëáôþí-Êáôáíáëùôþí...196 8.2.2 Ôé ÁãïñÜæïõí; Ôé ôï ÊÜíïõí; Ðþò ôï ñçóéìïðïéïýí;...197 8.2.3 Áðü Ðïý ôï ÁãïñÜæïõí;...197 8.2.4 Ðüôå ôï ÁãïñÜæïõí;...198 8.2.5 Ðþò ôï ÁãïñÜæïõí êáé Ðþò ÅðéëÝãïõí;...198 8.2.6 Ãéáôß ôï ÁãïñÜæïõí; (CUSTOMER VALUE)...198
ÐÅÑÉÅ ÏÌÅÍÁ 13 8.3 Ôìçìáôïðïßçóç ôçò ÁãïñÜò (Market Segmentation)...200 8.3.1 ÊñéôÞñéá Ôìçìáôïðïßçóçò...200 8.3.2 ÓôñáôçãéêÝò Ôìçìáôïðïßçóçò...201 8.4 ÔïðïèÝôçóç Ðñïúüíôïò (Positioning)...202 8.4.1 Ç Äéáäéêáóßá ÔïðïèÝôçóçò ôïõ Ðñïúüíôïò...203 8.5 ÐáñÜäåéãìá ÁíÜëõóç Êáôáíáëùôþí ôçò ÅëëçíéêÞò ÁãïñÜò ÅìöéáëùìÝíïõ Íåñïý...204 ÊÅÖÁËÁÉÏ 9 Äõíáôüôçôá ÁãïñÜò & ÐñïâëÝøåéò ÐùëÞóåùí 9.1 Ôýðïé ÐñïâëÝøåùí êáé Xñçóéìüôçôá ôïõò...209 9.2 ÐñïâëÝøåéò êáé ÁëëáãÝò óôï ÐåñéâÜëëïí: Ç Ó Ýóç ÐñïâëÝøåùí- Ó åäéáóìïý-óôñáôçãéêþò...211 9.3 ÌÝèïäïé Õðïëïãéóìïý ôçò Äõíáôüôçôáò ÐùëÞóåùí êáé ÁãïñÜò...216 9.3.1 H ÌÝèïäïò ôçò Áëõóßäáò Áíáëïãßáò (Chain Ratio Method)...218 9.3.2 Ç ÌÝèïäïò ôéóßìáôïò ôçò ÁãïñÜò (Market Build-Up Method)...218 9.3.3 Ç ÌÝèïäïò ôïõ Äåßêôç ÁãïñáóôéêÞò Äýíáìçò (Buying Power Index)...219 9.3.4 Ç ÌÝèïäïò SIC (Standard Industrial Classifications)...220 9.3.5 Ç ÌÝèïäïò Á ñþóôåõóçò ôïõ Ðñïúüíôïò (Scrappage Method)...220 9.4 ÌÝèïäïé ÐñïâëÝøåùí ÐùëÞóåùí...221 9.5 ÕðïêåéìåíéêÝò ÌÝèïäïé ÐñïâëÝøåùí (Subjective)...222 9.5.1 Êñßóç Äéïéêçôéêþí Óôåëå þí (Managerial Judgment)...222 9.5.2 Ç ÌÝèïäïò Bootstrapping...224 9.5.3 Óýíèåóç Ãíùìþí ôùí Ðùëçôþí (Sales Force Composite)...225 9.5.4 ÌåëÝôåò Ðñüèåóçò ÁãïñÜò (Intention-to-Buy Surveys)...226 9.6 ÐïéïôéêÝò ÌÝèïäïé ÐñïâïëÞò (Extrapolation - Qualitative)...227 9.6.1 Ç ÌÝèïäïò «Ôåëåõôáßá Ðåñßïäïò + %»...227 9.6.2 Ç ÌÝèïäïò ôïõ Ãñáöéêïý Âïëâïý ôïõ Ìáôéïý (Graphic Eyeball)...227 9.7 ÐïóïôéêÝò ÌÝèïäïé ÐñïâïëÞò...229 9.7.1 Êéíïýìåíïé ÌÝóïé 1 4ñïé (Moving Averages)...229 9.7.2 ÅêèåôéêÞ ÅîïìÜëõíóç (Exponential Smoothing)...230 9.7.3 Ç ÁöåëÞò ÐñïóÝããéóç (Naive Approach)...231 9.7.4 ÁíÜëõóç ÔÜóåùí Þ ÐñïâïëÞ ÔÜóåùí (Trend Analysis or Projection)... 231 9.7.5 ÁíÜëõóç ñïíïëïãéêþí Óåéñþí (Time-Series Analysis)...233 9.8 ÌÝèïäïé ÐñïâëÝøåùí ðïõ Âáóßæïíôáé óå ÌïíôÝëá (Model - Based)...234 9.8.1 ÌïíôÝëá Ðáëéíäñüìçóçò (Regression Models)...234 9.8.2 ÅðéäçìéêÜ ÌïíôÝëá (Epidemic Models)...236 9.9 ÅðéëïãÞ Ìåèüäïõ ÐñïâëÝøåùí...238 ÊÅÖÁËÁÉÏ 10 Åñãáëåßá ÓôñáôçãéêÞò ÁíÜëõóçò & Ó åäéáóìïý ÌÜñêåôéíãê 10.1 Ï Êýêëïò ÆùÞò ôïõ Ðñïúüíôïò (ÊÆÐ)...241
14 ÐÅÑÉÅ ÏÌÅÍÁ 10.2 Ï Êýêëïò ÆùÞò ôçò Âéïìç áíßáò (ÊÆÂ)...246 10.3 Ç Áíáëõóç BCG...247 10.4 Ç Ïèüíç Åðé åéñþóåùí ôùí McKinsey/General Electric (GE)...252 10.5 Ç ÍÝá ÌÞôñá ôçò BCG...260 10.6 Óõíäõáóìüò ÊÆÐ êáé áñôïöõëáêßïõ Ðñïúüíôùí...260 ÊÅÖÁËÁÉÏ 11 ÅöáñìïãÞ, Áîéïëüãçóç & ëåã ïò ôïõ Óôñáôçãéêïý Ó åäéáóìïý ÌÜñêåôéíãê 11.1 Ó åäéáóìüò - ÏñãÜíùóç - ÅöáñìïãÞ - ëåã ïò...265 11.2 ÄïìÞ Ïñãáíéóìþí ÌÊÔ: ÏñãÜíùóç ÌÊÔ & Óôñáôçãéêüò Ó åäéáóìüò...267 11.3 ÅöáñìïãÞ ôïõ Ó åäßïõ ÌÊÔ...269 11.4 ëåã ïò ÌÊÔ (Marketing Control)...272 11.4.1 Ç Äéáäéêáóßá ÅëÝã ïõ ÌÊÔ...272 11.4.2 Ôýðïé ÓõóôçìÜôùí ÅëÝã ïõ...274 11.4.3 ÓôñáôçãéêÝò Ðåñéï Ýò ÅëÝã ïõ...277 11.4.3.1 ÊñéôÞñéá Áðüêôçóçò...278 11.4.3.2 Ðñüóèåóç Ðñïúüíôùí...278 11.4.3.3 ÅîÜëåéøç Ðñïúüíôùí...279 11.4.3.4 ÊáôáíïìÞ Ðüñùí...279 11.5 Ç Äéáäéêáóßá Áîéïëüãçóçò & ÅëÝã ïõ ÌÊÔ...281 11.6 Ôï Ðëçñïöïñéáêü Óýóôçìá ÌÊÔ...284 11.7 Ôï ÌÊÔ AUDIT...284 ÊÅÖÁËÁÉÏ 12 Óôñáôçãéêüò Ó åäéáóìüò ÌÜñêåôéíãê ãéá Áíôáãùíéóôéêü ÐëåïíÝêôçìá óôï Çëåêôñïíéêü Åìðüñéï 12.1 Ç ÓôñáôçãéêÞ Óçìáóßá ôïõ Internet...289 12.2 Óôñáôçãéêüò Ó åäéáóìüò Internet ÌÜñêåôéíãê...291 12.2.1 Äéáäéêáóßá êáé ÐëåïíåêôÞìáôá Óôñáôçãéêïý Ó åäéáóìïý...291 12.2.2 Áíôáãùíéóôéêü ÐëåïíÝêôçìá...292 12.2.3 Ôìçìáôïðïßçóç Áãïñþí êáé ÁãïñÝò-Óôü ïé...293 12.3 Ôá Óôïé åßá ôïõ Ìßãìáôïò ÌÊÔ...295 12.3.1 Ðñïúüí...295 12.3.2 ÄéáíïìÞ...297 12.3.3 Ôéìïëüãçóç...299 12.3.4 ÐñïâïëÞ...300 12.4 ÁíÜðôõîç Ó åäßïõ ÌÊÔ ÅéêïíéêÞò ËéáíåìðïñéêÞò Åðé åßñçóçò...302 Âéâëéïãñáößá...307