复旦大学：《营销管理》PPT课件讲义_STRATEGIC PLANNING

STRATEGIC PLANNING Chapter 4

STRATEGIC PLANNING Chapter 4

Topics in Strategic Planning Strategic planning in the organization Business portfolio analysis Marketing &z other Functional areas in the Strategic planning process Managing the marketing effort

Topics in Strategic Planning Strategic Planning in the Organization Business Portfolio Analysis Marketing & Other Functional Areas in the Strategic Planning Process Managing the Marketing Effort

Strateg y Broad plan used to guide the decisions and actions of everyone in the organization Focus on customer--otherwise risk marketing myopia

Strategy Broad plan used to guide the decisions and actions of everyone in the organization Focus on customer-- otherwise risk marketing myopia

Strategic Planning Responsibilities Strategic Long Management Planning Term definition: activities that lead to the development of a clear organizational mission organizational objectives and the strategies that enable the organization to achieve its objectives IrwinMcGraw-Hill o The McGraw-Hill Commpanies, Inc, 1998

Irwin/McGraw-Hill © The McGraw-Hill Companies, Inc., 1998 Strategic Planning Responsibilities Slide 4-1 definition: activities that lead to the development of a clear organizational mission, organizational objectives and the strategies that enable the organization to achieve its objectives. Strategic Planning Top Management Long Term

To Define business mission ask What is our business? Who is our customer? What will our business be? What should our business be?

To Define Business Mission ask • What is our business? • Who is our customer? • What will our business be? • What should our business be?

Good mission statements have a limited number of goals

Good mission statements have a limited number of goals

Good mission statements stress major policies and values that company wants to honor

Good mission statements stress major policies and values that company wants to honor

Good mission statements define the major competitive scopes within which company will operate Industry scope range of industries in which a company will operate Products and applications scope: range of products and applications that a company will supply Competence Scope: range of technological and other core competencies that a company will master and leverage

Good Mission Statements define the major competitive scopes within which company will operate Industry scope: range of industries in which a company will operate Products and applications scope: range of products and applications that a company will supply Competence Scope:range of technological and other core competencies that a company will master and leverage

Good mission statements define the major competitive scopes within which company will operate Market-segment scope: The type of market or customers a company will serve Vertical scope: Number of channel levels from raw material to final product and distribution win which a company will participate Geographic Scope

Good Mission Statements define the major competitive scopes within which company will operate Market-segment scope: The type of market or customers a company will serve Vertical scope: Number of channel levels from raw material to final product and distribution win which a company will participate Geographic Scope

Good Organizational Objectives Clear Written Specific Measurable Challenging but ac chewable

Good Organizational Objectives Clear Written Specific Measurable Challenging but Achievable