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3. Strategic planning Plan to Win Shan-Yu Chou 2 outline Strategic planning Design portfolio strategies The marketing process Shan-Yu Chou The marketing plan 3 What is Strategic Planning? “The process of developing and maintaining a strategic fit between the organization’s goals and capabilities and its changing marketing opportunities.” Strategic Planning Shan-Yu Chou 4 Four Steps of Strategic Planning • Defining the purpose and mission • Setting objectives and goals • Designing the business portfolio • Developing detailed marketing and departmental plans Strategic Planning Shan-Yu Chou 5 Defining a Market-Oriented Mission Shan-Yu Chou 6 Portfolio Design • Analyze the current business portfolio BCG matrix • Shape the future business portfolio Product-market matrix Shan-Yu Chou Design portfolio strategies 7 Figure 2-2: Growth-Share Matrix Shan-Yu Chou Design portfolio strategies 8 The Future Role of Each SBU • Build • Hold • Harvest • Divest Shan-Yu Chou Design portfolio strategies 9 Figure 2-3: Product / Market Expansion Grid Shan-Yu Chou Design portfolio strategies 10 Planning Marketing Marketers must practice Customer Relationship Management (CRM) and Partner Relationship Management. Shan-Yu Chou Design portfolio strategies 11 Marketing Process • Analyzing marketing opportunities; • Researching and Selecting target markets; • Designing marketing strategies; • Planning marketing programs; • Implementing and Controlling. Shan-Yu Chou The Marketing Process 12 SWOT Analysis • The marketer should conduct a SWOT analysis ,by which it evaluates the company’s overall strengths (S), weaknesses (W), opportunities (O), and threats (T). Shan-Yu Chou 13 The Value-Delivery Process (a) Traditional physical process sequence Make the product Design product Procure Make Sell the product Price Sell Advertise/ Distribute Service promote (b) Value creation & delivery sequence Choose the Value Provide the Value Strategic marketing Communicate the Value Tactical marketing Shan-Yu Chou The Marketing Process 14 Designing CustomerDriven Marketing Strategies 區隔市場 Market Segmentation 選擇目標市場 Market Targeting 市場定位 Market Positioning 15 Shan-Yu Chou 15 Positioning Shan-Yu Chou 16 Positioning changes with economic environment Example: Target Shan-Yu Chou 17 The Marketing Plan The Marketing Plan Shan-Yu Chou 18 MANAGING MARKETING STRATEGY and MARKETING MIX Marketing intermediaries Demographic/ economic environment Technical/ physical environment Product Suppliers Place Target Price customers Promotion Political/ legal environment Publics Social/ cultural environment Competitors The Marketing Plan Shan-Yu Chou 19