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How is strategic planningcarried out at different levels of
the organization?
Suneel Anumolu
The Strategic Planning, Implementation, and Control Processes
Corporate and Division StrategicPlanning
1. Defining the corporate mission
2. Establishing strategic business units
3. Assigning resources to each strategic business unit
4. Assessing growth opportunities
Levels of a Marketing Plan
Strategic• Target marketing decisions
• Value proposition
• Analysis of marketing opportunities
Tactical• Product features
• Promotion
• Merchandising
• Pricing
• Sales channels
• Service
Focus on limited number of goalsFocus on limited number of goals
Stress major policies and valuesStress major policies and values
Define major competitive spheresDefine major competitive spheres
Good Mission Statementsfive major characteristics.
Take a long-term viewTake a long-term view
Short, memorable, meaningfulShort, memorable, meaningful
Company Product Market
Missouri-Pacific Railroad
We run a railroad We are a people-and-goods mover
Xerox We make copying equipment
We improve office productivity
Standard Oil We sell gasoline We supply energy
Columbia Pictures We make movies We entertain people
Product-Oriented versus Market-Oriented Definitions of a Business
The Kate Spade brand allows LizClaiborne to attract a more youthfulcustomer
The Strategic Planning Gap
Characteristics of SBUs
• It is a single business or collection of related businesses
• It has its own set of competitors
• It has a leader responsible for strategic planning and profitability
The Business Unit Strategic-Planning Process
Swot Analysis
Opportunity and Threat Matrices
Vodafone has actively partneredwith a number of other firms to helpdrive its innovation.
PORTER’S GENERIC STRATEGIES
Feedback and Control
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