Survey
* Your assessment is very important for improving the workof artificial intelligence, which forms the content of this project
Download Strategic Planning
Document related concepts
Market penetration wikipedia , lookup
Perfect competition wikipedia , lookup
Social media marketing wikipedia , lookup
Sales process engineering wikipedia , lookup
First-mover advantage wikipedia , lookup
Food marketing wikipedia , lookup
Neuromarketing wikipedia , lookup
Internal communications wikipedia , lookup
Affiliate marketing wikipedia , lookup
Resource-based view wikipedia , lookup
Marketing communications wikipedia , lookup
Bayesian inference in marketing wikipedia , lookup
Product planning wikipedia , lookup
Target audience wikipedia , lookup
Marketing channel wikipedia , lookup
Sports marketing wikipedia , lookup
Marketing research wikipedia , lookup
Ambush marketing wikipedia , lookup
Youth marketing wikipedia , lookup
Digital marketing wikipedia , lookup
Multi-level marketing wikipedia , lookup
Viral marketing wikipedia , lookup
Guerrilla marketing wikipedia , lookup
Target market wikipedia , lookup
Direct marketing wikipedia , lookup
Integrated marketing communications wikipedia , lookup
Sensory branding wikipedia , lookup
Advertising campaign wikipedia , lookup
Marketing mix modeling wikipedia , lookup
Multicultural marketing wikipedia , lookup
Green marketing wikipedia , lookup
Marketing strategy wikipedia , lookup
Street marketing wikipedia , lookup
Transcript
Strategic Planning • Strategic planning is the managerial decision process that matches the organization’s resources and capabilities to its market opportunities for long-term growth • Firms may become multi-product companies with self-contained divisions – Strategic Business Units (SBUs) – Example: The Walt Disney Company Management Levels Strategic Planning at the Corporate Level • Defining the Organization’s Mission • Establish Corporate Objectives • Allocate Resources to the SBUs Defining the Organization’s Mission • A mission may begin with these questions: – What business are we in? – What customers should we serve? – How should we develop the firm’s capabilities and focus its efforts? The Business Portfolio • For firms with different SBUs, planning also includes allocating resources among the businesses • Each SBU is a separate profit center within the larger corporation • Each SBU is responsible for its own costs, revenues, and profits BCG Matrix Evaluating the Environment: SWOT Analysis Strengths/Weaknesses - internal issues requiring management decisions Opportunities/Threats – external environmental events Competitive Advantage Turn a distinctive competency into a differential benefit • Differential benefits set products apart from competitors’ products by providing something unique that customers want Identify what a firm does really well • Distinctive competency - a firm’s capability that is superior to that of its competitors Product-Market Growth Matrix The Marketing Management Process Marketing Planning Analyzing the Marketing Environment Setting Marketing Objectives Developing Marketing Strategies Developing Marketing Strategies Selecting a Target Market Developing Marketing Mix Programs – – – – Product Strategies Pricing Strategies Promotion Strategies Distribution Strategies Executing the Marketing Plan Implementing the Marketing Plan The Marketing Budget Organizing the Marketing Function Controlling the Marketing Plan Trend Analysis Marketing Research
