1.2Strategic planning.pptVIP

Part One Understanding marketing and the marketing process Chapter Two Strategic planning and the marketing process At a glance Explain the strategic planning and its four steps Corporate and division strategic planning Product level planning The marketing plan Discuss how to design business portfolios and growth strategies Describe the marketing process and the forces that influence it Strategic-Planning, Implementation, and Control Process Figure2.1 Steps in strategic planning Defining the company’s business and mission Mission statement: a statement of the organization’s purpose---what it wants to accomplish in the larger environment. Market oriented Realistic Specific motivating Good Mission Statements: Setting company objectives and goals Setting company objectives and goals Designing the business portfolio Business portfolio: the collection of businesses and products that make up the company. Corporate Headquarters Planning Define the corporate mission Establish strategic business units (SBUs) Assign resources to SBUs Plan new business, downsize older businesses The Boston Consulting Group’s Growth-Share Matrix Market Attractiveness: Competitive- Position Portfolio Classification Three Intensive Growth Strategies: Ansoff’s Product/Market Expansion Grid The Strategic-Planning Gap Opportunity Matrix 1. Company develops a more powerful lighting system 2. Company develops a device for measuring the energy efficiency of any lighting system 3. Company develops a device for measuring illumination level 4. Company develops a software program to teach lighting fundamentals to TV studio personnel Threat Matrix 1. Competitor develops a superior lighting system 2. Major prolonged economic depression 3. Higher costs 4. Legislation to reduce number of TV studio licenses The McKinsey 7-S Framework The Value-Delivery Process The Marketing Plan Planning cross-functional strategies Marketing’s role in strategic planning Company Strategic planner SBU Operation Marketing and oth