Strategic planning


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Strategic planning

  1. 1. Fundamentals of Strategic Marketing Planning
  2. 2. Two Definitions Strategy: Plan of action unique to your organization and industry. If it’s not unique, it’s not strategic. Planning: Process of developing ways to achieve goals and objectives.
  3. 3. Elements of the Plan A. Situation Analysis B. Goals and Objectives C. Strategies and Tactics D. Allocation of Resources E. Measurement and Review F. Executive Summary
  4. 4. Situation Analysis A. Organization history and structure B. Products, services and ideas C. Geography, markets and audiences D. Competitors, e.g. SWOTs: Strengths|Weaknesses|Opportunities|Threats E. Economic conditions F. Other relevant outside influences
  5. 5. Tracking Logic The logic behind all strategic plans: Every SWOT listed in the Situation Analysis must be addressed by one or more goals, strategies and tactics.
  6. 6. Customer Analysis The Critical Matrix Y=Yours C=Competitors’ U=Undecided R=Remote Y C U R
  7. 7. Goals & Objectives Goals are general aims of an organization, but always achievable Objectives are specific milestones that need to be met in achieving the goals Goals and objectives must follow from the SWOT data in the Situation Analysis Goals and Objectives are also synonyms— interchangeable, but interrelated
  8. 8. Strategies & Tactics I A strategy is the result of incisive thinking about “the situation” A strategy must be unique, not only for your organization, but also for the industry in which you operate A strategy may be general, but it must be customer-focused and creative
  9. 9. Strategies & Tactics II Tactics are specific ways in which the strategies must be implemented Tactics are often called Logistics, meaning how resources are allocated Note: A tactic can be applied to more than one strategy
  10. 10. Marketing 101
  11. 11. What’s Creativity? Creativity derives from an intimate knowledge of the tools and techniques of one’s specific endeavor, trade or profession—and of others’. Intimacy is closeness of observation, knowledge and practice.
  12. 12. Allocation of Resources A. Labor (internal, external, both) B. Facilities (local, national, foreign) C. Equipment D. Materials E. Other (depending on strategy) F. Budgeting (investment required, separate from a P&L statement)
  13. 13. Measurement & Review “You can't manage what you don't measure” (old business maxim) So, we track and measure all metrics associated with the goals, objectives, strategies, tactics and logistics... Plus all the associated costs in time and money
  14. 14. Executive Summary I Length should be two pages, but no more than five Content should summarize key points Don’t include supporting details Conclusions should be concise and clear
  15. 15. Executive Summary II Conclusions should be summaries of all parts of the Strategic Plan: ● Situation Analysis ● Goals and Objectives ● Strategies and Tactics ● Allocation of Resources ● Measurement and Review
  16. 16. Conclusion Every organization needs a strategic plan, but some can’t develop one, for various reasons: lack of time, lack of personnel, lack of knowledge. In this case, the best solution is to work with an individual or agency that has the capability of building one for you.
  17. 17. Our Brief Ad Our work is based on more than 25 years of progressive experience in market research, public relations, advertising, sales promotion and marketing management for many organizations in diverse fields, including 12 Fortune 500 companies.
  18. 18. Chodorow Promotions “Just good marketing, by all means!” 19014 Stone Brook•Chapel Hill, NC 27517 (919) 968-8985•