Strategic Planning Strategic planning is defined as: “The process of developing and maintaining a strategic fit between the organization’s goals and capabilities and its changing marketing opportunities.”
Strategic Planning Defining the purpose & mission Setting Objectives & Goals Designing the business portfolio Developing detailed marketing plans
Strategic Planning Identify strategicDesigning Business business units (SBUs) Portfolio Assess each SBU: The BCG growth- Step 1: share matrix Analyze the classifies SBUs into one of four categories current business using the: portfolio Market growth rate SBU’s relative market share within the market.
BCG Growth-Share Matrix HighMarket QuestionGrowth Stars Marks Low CashMarket Dogs CowsGrowth High Relative Low Relative Market Share Market Share
Strategic Planning Determine the futureDesigning Business role of each SBU and choose the Portfolio appropriate resource Step 2: allocation strategy: Shape the future Build Hold business portfolio Harvest Divest SBUs change positions over time
Strategic PlanningProduct/Market Expansion Grid Existing Products New Products Existing Market Product Markets Penetration Development New Market Diversification Markets Development
Marketing System The marketing system consists of an organization engaged in marketing & serving a market comprising direct and indirect consumers & customers. Exchange System Organizational (Micro Environment) System Macro environment System
Marketing Environment It consists of the actors & forces to the marketing that affect marketing managements ability to develop and maintain successful exchanges with its customers"