e视人苦 The Central Role of Strategic Planning Calls for action in three areas Managing a company's businesses as an investment portfolio Assessing each business's strength by the market's growth rate and the company' s position and fit in that market Establish strategy Most large companies consist of four organizational levels Corporate level Division level Business unit level Product level The marketing plan is the central instrument for directing and coordinating the marketing effort 2008-3-5 Marketing Management ( UG) 162008-3-5 Marketing Management (UG) 16 The Central Role of Strategic Planning • Calls for action in three areas: – Managing a company’s businesses as an investment portfolio. – Assessing each business’s strength by the market’s growth rate and the company’s position and fit in that market. – Establish strategy. • Most large companies consist of four organizational levels: – Corporate level. – Division level. – Business unit level. – Product level. • The marketing plan is the central instrument for directing and coordinating the marketing effort