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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
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