奧美-策略行銷工具箱
策略行銷工具箱 Strategic Marketing Tool Box(1)
BASIC TOOLKIT
亂流 (Turbulence)
定義：當(dāng)你經(jīng)驗(yàn)?zāi)撤N完全無(wú)法預(yù)知的狀況之時(shí)，你就會(huì)產(chǎn)生"亂流"。
Definition: experiencing something totally unsettling that you can’t predict.

了解“亂流度”能幫助我們推知產(chǎn)業(yè)或消費(fèi)者，為何產(chǎn)生某種反應(yīng)，以及如何幫助他們處在比較"舒適"的亂流 度中。
亂流的來(lái)源 (Source of Turbulence)
亂流 (Turbulence)


改變
"改變"可以幫助我們清楚的思考和分析
企業(yè)、組織、或市場(chǎng)的變革
判斷和預(yù)測(cè)改變的結(jié)果
“Change” can help us to understand and analyze changes that occur in organisation and in the market.
缺一不可 You can’t do without each one of them


競(jìng)爭(zhēng)對(duì)手無(wú)法趕上的競(jìng)爭(zhēng)優(yōu)勢(shì)
這個(gè)工具幫助我們思考目前的狀況，明天的狀況，和未來(lái)的狀況。提醒我們不要只去思考眼前的問(wèn)題，也能預(yù)留未來(lái)勝利的空間和方向

This tool helps us to evaluate where we are today, where will we be tomorrow, and where we will be in the future. It enables us to have a broader view of the whole picture and to march on in a meaningful future direction.
競(jìng)爭(zhēng)優(yōu)勢(shì) Competitive Edge
策略的意圖
想象一個(gè)遠(yuǎn)景
Envisages a desired leadership

計(jì)劃達(dá)成遠(yuǎn)景的中間步驟
Plans for the interim steps to get there

如此可將組織的注意力放在 “求勝” 的本質(zhì)上
Focuses the attention of the organisation of the essence of winning
例子 Example
國(guó)泰航空不同階段的意圖
策略的意圖: Cathay Pacific
九宮格: Urgency / Impact Matrix
Th Strategic Issues Matrix is a simple tool for a group use to agree priorities between a number of issues or action proposals.

Before rating each item, make sure the owner of the item clarifies it to the group so there are no misunderstandings.

The group are invited to call their ratings for both impact and urgency.

The score for impact should always be called first then the score for urgency second.

The facilitator should start with the marker on 5.5 position. Remember that we are looking for an average of all the calls. Resist the temptation to be overly influenced by the last call or by the call of the most senior person present. Listen for the calls of the most senior person present. Listen for the calls of the quieter members of the group. When there are no more bids, mark the point and move on.

When the group is polarised on an issue, mark the minority view as well as the majority view. And give the minority a chance to bring it up again as a back wall issue.
Strategic Impact Matrix 策略性沖擊方陣
AEIOU 團(tuán)隊(duì)合作的五大元素
團(tuán)隊(duì)合作 AEIOU

好的團(tuán)隊(duì)必須具備上述的人才及專長(zhǎng)
才有可能順利前行
當(dāng)你已經(jīng)擁有清楚的策略意圖時(shí)
必須思考運(yùn)用那一種人力資源是最值得和最有效的

奧美-策略行銷工具箱