科特勒营销管理（英文版）战略规划.pptVIP

?2002 South-Western * Strategic Planning * Marketing Plan Elements 1 Marketing Strategy Product Promotion Distribution Price Marketing Mix Business Mission Statement Objectives Situation or SWOT Analysis Target Market Strategy ImplementationEvaluationControl * Defining the Business Mission Answers the question: What business are we in and where are we going? Focuses on the market(s) rather than the good or service Strategic Business Units may also have a mission statement 2 * PepsiCo’s Mission Statement “PepsiCo’s overall mission is to increase the value of our shareholders’ investment. We do this through sales growth, cost controls and wise investment of resources. We believe our commercial success depends upon offering quality and value to our consumers and customers; providing products that are safe, wholesome, economically efficient and environmentally sound; and providing a fair return to our investors while adhering to the highest standards of integrity.” http:\\ 2 * Marketing Objectives 3 Marketing Objectives Must Be: Realistic  Measurable Time specific Consistent with Organization’s Priorities “Our objective is to increase market share by 40% and to obtain customer satisfaction ratings of at least 90% in 2001.” * SWOT Analysis Identifying internal strengths (S) and weaknesses (W) and also examining external opportunities (O) and threats (T) 4 * SWOT Analysis ?South-Western College Publishing S W O T Things the company does well. Things the company does not do well. Conditions in the external environment that favor strengths. Conditions in the external environment that do not relate to existing strengths or favor areas of current weakness. Internal External 4 * SWOT Analysis Production Costs Marketing Skills Employee Capabilities Financial Resources Available Technology Company/Brand Image Strengths and Weaknesses INTERNAL 4 * SWOT Analysis 4 Opportunities and Threats EXTERNAL Social Demographic Economic Technological