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论文摘要目录： |
| 关键词：战略管理论文 课程论文 |
Executive Summary
Smith & Nephew is engaged in finalizing the marketing program for advanced medical devices that help healthcare professionals treat patients more effectively and patients get back to their normal lives faster. Founded in 1856, Smith & Nephew was leader in each of the specialist markets of innovative, cost-effective products that meet pressing healthcare needs. Currently, Smith & Nephew is operating in 33 countries, employing over 8,500 people and generating annual sales of $2.6 billion. This case analysis first provides a general view of the company, and then analyses the current internal and external situation of Smith & Nephew and the competition in the market. Secondly, taking into consideration the market potential for the Smith & Nephew sets the development goals and objectives of the company. On the basis of that, action plans, control and evaluation of the plan are stated respectively with referring to the financial analysis of the company. In conclusion, it is suggested that Smith & Nephew should operates these steps as a whole.
Table of Content
Executive Summary 1
1. Introduction 2
2. Situation Analysis 4
2.1 Internal Analysis 4
2.2 External Analysis 5
2.3 Competition 7
3. Goals and Marketing Objectives 8
4. Marketing Strategies 9
4.1Recommended Strategic Options 9
4.2 Target Market 11
4.3 Marketing Mix 11
4.4 Action Plan 14
4.5 Implementation, Controls, and Evaluation 16
5. Financial Projections and B无忧论文 【http://www.uklunwen.com】udget 17
5.1 Marketing Budget 17
5.2 Estimates Revenues and Profits (Losses) 18
6. Conclusion 19
7. References 19
Appendix 1 Product Portfolio 20
Appendix 2: SWOT Analyses 21
Appendix 3: Porter’s Five Forces Model for the Competitive Environment 22
Appendix 4: PEST Analysis 23
Appendix 5: Optional Strategies 24
Appendix 6: Strategic Option Evaluation 25
Appendix 7: Break-Even Analysis, and Gross Margin 25
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