경영학 kraft 마케팅 전략 (영문)

경영학 kraft 마케팅 전략 (영문) [경영학] kraft 마케팅 전략 (영문).pptx 목차 Kraft Nabisco Championship PLC(Product Life Cycle) Poor PLC Managing Irene Rosenfeld Major Stages Idea Generation Concept Development Marketing Strategy Kraft is Back Price Index of stocks Five year Review Excellent Results 본문 Major Stages Management Innovation Idea generation Idea screening Concept Development And testing Marketing Strategy development Business analysis Product development Test maketing Commerciali zation Kraft’s Product Life Cycle 본문내용 oa 2007 Morgan Pressel 2006 Karrie Webb 2005 Annika Sorenstam 2003 Patricia Meunier-Lebouc 2002 Annika Sorenstam 2001 Annika Sorenstam 2000 Karrie Webb 2012 Sun Young Yoo 2004 Grace Park PLC(Product Life Cycle) ` Poor PLC Managing Poor PLC Managing Cost cutting Depending on old products Few new products Harvest? Maintain? Drop? Moving back Kraft VS Developing New Products Winner Good enough Tru