【优质】Strategicplanning.ppt

Part One Understanding marketing and the marketing process Lecture Two Strategic planning and the marketing process At a glance Explain the strategic planning and its four steps Discuss how to design business portfolios and growth strategies Describe the marketing process and the forces that influence it 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 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. Planning cross-functional strategies Marketing’s role in strategic planning Company Strategic planner SBU Operation Marketing and other business functions Marketing process S-T-P 战 略 Managing the marketing effort Marketing analysis Marketing planning Marketing implementation Marketing department organization Marketing control The components of the marketing plan 1. Executive summary 2. Current marketing situation 3. Opportunity and issue analysis 4. Objectives 5. Marketing strategy 6. Action programs 7. Projected profit-and-loss statement 8. Controls Marketing department organization Five structures functional organization geographical organization product management organization market management organization product management/ market management organization The control process * * What is strategic planning? The process of developing and maintaining a strategic fit between the organization’s goals and capabilities and its changing marketing opportunities. defining a clear company mission Setting supporting objectives Designing a sound business portfolio Coordinating functional strategies Business unit, product, and market level Company level Remember marketing plan contains: Mission statement Financial summary of what it seeks to a