ch03The Role of Marketing in Strategic Planning(营销管理,菲利普·科特勒教材).ppt

“Would you tell me, please, which way I ought to go from here?” -Alice(from Lewis Carroll’s Alice in Wonderland) Chapter Objectives Explain company-wide strategic planning Understand the concepts of stakeholders, processes, resources, and organization as they relate to a high-performing business Explain the four planning activities of corporate strategic planning Chapter Objectives Understand the processes involved in defining a company’s mission and setting goals and objectives Discuss how to design business portfolios and growth strategies Explain the steps involved in the business strategy planning process Market-Oriented Strategic Planning Market-oriented strategic planning is the managerial process of developing and maintaining a feasible fit between the organization’s objectives, skills and resources and its changing market opportunities Key Ideas Defining Strategic Planning Manage companies businesses as an investment portfolio Assess future profit potential Develop the strategy itself Nature of High-Performance Business Stakeholders Processes Resources Organization The Relationship Between Analysis, Planning, Implementation, and Control The High Performance Business Dynamic Relationships Among Stakeholder Groups in High Performance Businesses Corporate Strategic Planning Corporate headquarters sets planning process into motion Greater need for empowerment of employees Hospitality and tourism industries are international and multi-cultural Defining the Corporate Mission Mission is shaped by History Resources determine possibilities Mission should be based on distinctive competencies Competitive Scopes Industry scope – range of industries that the company will consider Products and applications scope – rang of products and applications in which the company will participate Competencies scope – range of technological and other core competencies the company will master and leverage Competitive Scopes Market-segment scope – the type of market