STRATEGIC PLANNING Chapter 4
STRATEGIC PLANNING Chapter 4
Topics in Strategic Planning Strategic planning in the organization Business portfolio analysis Marketing &z other Functional areas in the Strategic planning process Managing the marketing effort
Topics in Strategic Planning Strategic Planning in the Organization Business Portfolio Analysis Marketing & Other Functional Areas in the Strategic Planning Process Managing the Marketing Effort
Strateg y Broad plan used to guide the decisions and actions of everyone in the organization Focus on customer--otherwise risk marketing myopia
Strategy Broad plan used to guide the decisions and actions of everyone in the organization Focus on customer-- otherwise risk marketing myopia
Strategic Planning Responsibilities Strategic Long Management Planning Term definition: activities that lead to the development of a clear organizational mission organizational objectives and the strategies that enable the organization to achieve its objectives IrwinMcGraw-Hill o The McGraw-Hill Commpanies, Inc, 1998
Irwin/McGraw-Hill © The McGraw-Hill Companies, Inc., 1998 Strategic Planning Responsibilities Slide 4-1 definition: activities that lead to the development of a clear organizational mission, organizational objectives and the strategies that enable the organization to achieve its objectives. Strategic Planning Top Management Long Term
To Define business mission ask What is our business? Who is our customer? What will our business be? What should our business be?
To Define Business Mission ask • What is our business? • Who is our customer? • What will our business be? • What should our business be?
Good mission statements have a limited number of goals
Good mission statements have a limited number of goals
Good mission statements stress major policies and values that company wants to honor
Good mission statements stress major policies and values that company wants to honor
Good mission statements define the major competitive scopes within which company will operate Industry scope range of industries in which a company will operate Products and applications scope: range of products and applications that a company will supply Competence Scope: range of technological and other core competencies that a company will master and leverage
Good Mission Statements define the major competitive scopes within which company will operate Industry scope: range of industries in which a company will operate Products and applications scope: range of products and applications that a company will supply Competence Scope:range of technological and other core competencies that a company will master and leverage
Good mission statements define the major competitive scopes within which company will operate Market-segment scope: The type of market or customers a company will serve Vertical scope: Number of channel levels from raw material to final product and distribution win which a company will participate Geographic Scope
Good Mission Statements define the major competitive scopes within which company will operate Market-segment scope: The type of market or customers a company will serve Vertical scope: Number of channel levels from raw material to final product and distribution win which a company will participate Geographic Scope
Good Organizational Objectives Clear Written Specific Measurable Challenging but ac chewable
Good Organizational Objectives Clear Written Specific Measurable Challenging but Achievable
