- 1、本文档共19页,可阅读全部内容。
- 2、原创力文档(book118)网站文档一经付费(服务费),不意味着购买了该文档的版权,仅供个人/单位学习、研究之用,不得用于商业用途,未经授权,严禁复制、发行、汇编、翻译或者网络传播等,侵权必究。
- 3、本站所有内容均由合作方或网友上传,本站不对文档的完整性、权威性及其观点立场正确性做任何保证或承诺!文档内容仅供研究参考,付费前请自行鉴别。如您付费,意味着您自己接受本站规则且自行承担风险,本站不退款、不进行额外附加服务;查看《如何避免下载的几个坑》。如果您已付费下载过本站文档,您可以点击 这里二次下载。
- 4、如文档侵犯商业秘密、侵犯著作权、侵犯人身权等,请点击“版权申诉”(推荐),也可以打举报电话:400-050-0827(电话支持时间:9:00-18:30)。
查看更多
Strategic PlanningChapter 2 Lecture SlidesSolomon, Stuart, Carson, SmithYour name hereCourse title/numberDateChapter Learning ObjectivesWhen you have completed your study of this chapter, you should be able to:Explain the strategic planning processTell how firms gain a competitive advantage and describe the factors that influence marketing objectivesDescribe the steps in the marketing planning processExplain the factors involved in the implementation and control of the marketing planIntroduction to the Topic“Organizations rarely plan to fail, but they often fail to plan” -famous quote, origin unknown.The above quotation speaks to the importance of strategic planning and the potential consequences of doing a poor job at it.Planning helps organizations:To cope with rapidly changing factors within their environment.Control its destiny through the setting of objectives and taking actions to achieve them.To ensure coordination of all decision making within it by providing a common visionTypes of PlanningStrategic planning: a managerial decision process that matches an organization’s resources and capabilities to its market opportunities for long term growth and survivalTactical planning: a decision process that concentrates on developing detailed plans for strategies and tactics for the short term that support an organization’s long-term strategic plan.Figure 2.1Types of Planning (continued)Operational planning: a decision process that concentrates on developing detailed plans for day-to-day activities that carry out an organization’s tactical plans.Cross-functional planning: an approach to tactical planning in which managers work together in developing tactical plans for each functional area in the firm, so that each plan considers objectives of the other areas.Figure 2.1Strategic Planning: First StageMission statement: a formal statement in an organization’s strategic plan that describes the overall purpose of the organization and what it intends to achieve in terms o
您可能关注的文档
- 世界主要动画市场分析演示文稿.pptx
- 世界主流汽车安全碰撞测试相关知识.pptx
- 世界主要农业地域类型.pptx
- 世界主要精细化工企业简介.pptx
- 世界主要化工大国化工公司简介.pptx
- 世界五百強企业最需要的种人材.pptx
- 世界五百强企业KPI绩效管理知识.pptx
- 世界主要国家的军事发展情况讲义.pptx
- 世界五百强的目标管理.pptx
- 世界农产品贸易地理.pptx
- 2024年中国钽材市场调查研究报告.docx
- 2024年中国不锈钢清洗车市场调查研究报告.docx
- 2024年中国分类垃圾箱市场调查研究报告.docx
- 2024年中国水气电磁阀市场调查研究报告.docx
- 2024年中国绿藻片市场调查研究报告.docx
- 2010-2023历年初中毕业升学考试(青海西宁卷)数学(带解析).docx
- 2010-2023历年福建厦门高一下学期质量检测地理卷.docx
- 2010-2023历年初中数学单元提优测试卷公式法(带解析).docx
- 2010-2023历年初中毕业升学考试(山东德州卷)化学(带解析).docx
- 2010-2023历年初中毕业升学考试(四川省泸州卷)化学(带解析).docx
文档评论(0)