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Revised market oriented strategic planning   japan 50
 

Revised market oriented strategic planning japan 50

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Market Oriented Strategic Planning

Market Oriented Strategic Planning

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    Revised market oriented strategic planning   japan 50 Revised market oriented strategic planning japan 50 Presentation Transcript

    • Market Oriented Strategic Planning 技術経営コンソーシアム開発担当者 : Ritsumeikan Asia Pacific University  教授 : Takamoto, Akihiro 更新日 October, 2003
    • Marketing for MOST: Module 3 – Market Oriented Strategic PlanningStrategic Planning
    • Marketing for MOST: Module 3 – Market Oriented Strategic PlanningModule 03: Market Oriented StrategicPlanning1. What is Market-Oriented Strategic Planning?2. Defining the Mission of the Organisation3. Analysing the Business Environment4. Defining the Business Domain5. Defining Objectives and Goals6. Strategy Formulation7. Program Formulation, Implementation, Evaluation and Control8. Oriental Philosophy of Strategy
    • Marketing for MOST: Module 3 – Market Oriented Strategic PlanningWhat is Market Oriented StrategicPlanning• Market oriented strategic planning is to obtain a fit between:• organization’s objectives and skills• organization’s resources• evolving market opportunities.• The aim of strategic planning is to shape and reshape the companys businesses and products so that they yield profits and growth.
    • Marketing for MOST: Module 3 – Market Oriented Strategic PlanningMarket-Oriented Strategic Planning Objectives Resources Skills Opportunities
    • Marketing for MOST: Module 3 – Market Oriented Strategic PlanningMarket-Oriented Strategic Planning Objectives Resources Profit and Growth Skills Opportunities
    • Marketing for MOST: Module 3 – Market Oriented Strategic PlanningWhat is Market Oriented StrategicPlanning
    • Marketing for MOST: Module 3 – Market Oriented Strategic PlanningStrategic Planning
    • Marketing for MOST: Module 3 – Market Oriented Strategic PlanningWhat is Market-Oriented Strategic Planning?• Market Oriented Strategic Planning according to MUANGSUWAN A-non. Organization Organization Changing Changing Customer Customer Objectives Objectives Needs Needs And market And market & & Resources Resources Wants Wants environment opportunity
    • Marketing for MOST: Module 3 – Market Oriented Strategic PlanningWhat Is Strategy?Strategy is creation of a unique and valuableposition, involving a different set of activities.Choosing to perform activities differently than rivalsdo.Essence of strategy is choosing what not to do. CHP: 2&11-10
    • Business Unit Marketing for MOST: Module 3 – Market Oriented Strategic Planning Strategic PlanningFigure 4-6: The Business Strategic-Planning Process 4-11
    • Marketing for MOST: Module 3 – Market Oriented Strategic PlanningDefining the mission of theOrganization• Ask: –What is our business? –Who is the customer? –What do customers value? –What should our business be?
    • Marketing for MOST: Module 3 – Market Oriented Strategic PlanningDefining the mission of theOrganization STEP ONE - 1• A clear mission statement acts as an “invisible hand” that guides people in the organization.
    • Marketing for MOST: Module 3 – Market Oriented Strategic PlanningDefining the mission of theOrganization• P. Kotler says: – “Mission statements are at their best when they are guided by a vision, an almost impossible dream that provides a direction for the company for the next 10 to 20 years.”
    • Marketing for MOST: Module 3 – Market Oriented Strategic PlanningDefining the mission of theOrganizationAn excellent mission statement has: 1. Uniqueness which the employees can feel proud of. 2. A tangible quality to which the employees can relate daily. 3. A reflection of the leadership vision.
    • Marketing for MOST: Module 3 – Market Oriented Strategic Planning Analyzing External and InternalBusiness Environment - STEP TWO - 2 Macro-Environment Micro-Environment Company Internal Environment
    • Marketing for MOST: Module 3 – Market Oriented Strategic PlanningAnalysing the Business Environment• Micro-Environment – The forces close to the company that affect its ability to serve its customers – Customer Analysis - Needs, motivation, Market segment. – Competitor analysis – Objectives, cost structure, strength and weakness – Industry and Market Analysis
    • Marketing for MOST: Module 3 – Market Oriented Strategic PlanningAnalyzing the External BusinessEnvironment• Macro-Environment – The Larger societal forces that affect the microenvironment – – demographic, – economic, – natural, – technological, political, and cultural forces.
    • Marketing for MOST: Module 3 – Market Oriented Strategic PlanningSTRATEGIC ANALYSIS – INTERNALANALYSIS• The Organizations Internal Environment: – Return on Investment – Customer Satisfaction Measures – Brand Equity and Measures – Accounting – R&D – Cost structure relative to competitors – Manufacturing – New Product pipeline – Customer Relations – Human Resource Development – Corporate Culture – ETC…
    • Marketing for MOST: Module 3 – Market Oriented Strategic PlanningAnalyzing the Business Environment –STEP THREE - 3
    • Marketing for MOST: Module 3 – Market Oriented Strategic PlanningAnalysing the Business Environment• Exercise: – A brand extension mistake by Harley Davidson – Do a SWOT Analysis of any organization or team you now belong to.
    • Marketing for MOST: Module 3 – Market Oriented Strategic PlanningEND RESULT OF DETAILED SWOT STEP THREE - 3
    • Marketing for MOST: Module 3 – Market Oriented Strategic Planning COMPETITIVE ADVANTAGE MOST IMPORTANTLYSWOT ANALYSIS ALLOWS A COMPANY TO IDENTIFY ITS COMPETITIVE ADVANTAGE CA
    • Marketing for MOST: Module 3 – Market Oriented Strategic Planning– REFER COMPETITIVE ADVANTAGE PPT– CA PPT