企业发展战略规划Corporate Strategic Planning【外国优秀ppt精品】.pptVIP

Corporate Strategic Planning Outline Introduction Meaning Role of Strategic Planning Corporate Mission Strategic Business Units (SBU) Marketing Audit Strategic Planning …is the managerial process of developing and maintaining a strategic fit between the organizations objectives and resources and its changing market opportunities. The Role of Strategy Sun Tze on Strategy “Know your enemy, know yourself, and your victory will not be threatened. Know the terrain, know the weather, and your victory will be complete.” Strategic Marketing “Marketing Strategy is a series of integrated actions leading to a sustainable competitive advantage.” John Scully Corporate Mission Broad purposes of the organization General criteria for assessing the long-term organizational effectiveness Driven by heritage environment Mission statements are increasingly being developed at the SBU level as well Examples of Corporate Mission SINGAPORE AIRLINES is engaged in air transportation and related businesses. It operates world-wide as the flag carrier of the Republic of Singapore, aiming to provide services of the highest quality at reasonable prices for customers and a profit for the company Examples of Corporate Mission (cont’d) MARRIOTT’S Mission Statement: We are committed to being the best lodging and food service company in the world, by treating employees in ways that create extraordinary customer service and shareholder value Corporate Culture The most abstract level of managerial thinking How do you define culture? What is the significance of culture to an organization? How does marketing affect culture in the organization? Corporate Objectives Goals An objective is a long-range purpose Not quantified and not limited to a time period E.g. increasing the return on shareholders’ equity A goal is a measurable objective of the business Attainable at some specific future date through planned actions E.g. 10% growth in the next two years What is a Strategic Business Unit? (SBU)