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03-Strategic Planning
03-Strategic Planning
03-Strategic Planning
03-Strategic Planning
03-Strategic Planning
03-Strategic Planning
03-Strategic Planning
03-Strategic Planning
03-Strategic Planning
03-Strategic Planning
03-Strategic Planning
03-Strategic Planning
03-Strategic Planning
03-Strategic Planning
03-Strategic Planning
03-Strategic Planning
03-Strategic Planning
03-Strategic Planning
03-Strategic Planning
03-Strategic Planning
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03-Strategic Planning

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  • Understanding business leads to a mission Disney – not in theme parks and movies but in business of creating fun and fantasy. Railroad – transportation business.
  • Transcript

    • 1. Strategic Planning Slide: C. VIGNESH VIGNESH
    • 2. Today’s Agenda
      • What is Strategic Planning?
      • Steps in Strategic Planning
      Slide:
    • 3. 3 Levels in an Organization
      • Corporate Level
        • (or SBU, Strategic Business Level)
        • e.g. Microsoft Corp.
      • Business unit-level
        • e.g. Microsoft Office Group
      • Functional level
        • Marketing Team for Microsoft Office
        • (Cross Functional Teams (among functional groups).
      Slide:
    • 4. Organizational Strategy
      • The Business
      • Mission
      • Goals
      • Organizational Culture
      Slide:
    • 5. Mission Statement
      • Mission: a statement of an organization’s scope, identifying its customers, markets, technology, and value.
      • It should be:
        • Motivational
        • Consumer-oriented
        • Realistic
        • Reflective of Distinct Competencies
        • Simple
      Slide:
    • 6. Goals
      • Goals or objectives measure how well the organization’s mission is being accomplished .
      • Businesses have different goals:
      Slide:
      • Profit
      • Sales
      • Market Share
      • Quality
      • Customer Satisfaction
      • Employee Welfare
      • Social Responsibility
    • 7. Organizational Culture
      • is the set of values, ideas and attitudes that is learned and shared among the members of an organization.
      Slide:
    • 8. What is Strategic Planning? BA 3365 – PRINCIPLES OF MARKETING © VIGNESH 2006 Slide: Strategic Plan = Road Map
      • Today:
        • What business are we in?
        • Who are our customers? What are their needs?
        • What needs to be done?
      • Tomorrow:
        • What business should we be in?
        • Who will be our customers? What will be their needs?
        • What needs to be done?
    • 9. The Strategic Planning Process Slide: Defining the company mission Setting company Objectives and goals Defining the business portfolio Planning, marketing and other functional strategies Corporate level Business unit and Functional level
    • 10. Setting Strategic Directions Slide:
      • Growth Strategies: Where Do We Want to Go?
      • Two Approaches:
        • Business Portfolio Analysis
          • Business portfolio analysis studies a firm’s business units as though they were a collection of separate investments.
        • Market – Product Analysis
          • Analyzing growth opportunities in terms of markets and products.
    • 11. BCG Matrix – Business Portfolio Analysis Slide: QUESTION MARKS STARS CASH COWS DOGS
    • 12. The Growth Matrix Slide: Products Markets Current New Current New Market Penetration Market Development Product Development Diversification - Market- Product Analysis
    • 13. The Strategic Marketing Process BA 3365 – PRINCIPLES OF MARKETING © VIGNESH 2006 Slide:
    • 14. Step 1: SWOT Analysis Slide: STRENGTHS WEAKNESSES OPPORTUNITIES THREATS
    • 15. SWOT Analysis
      • Identifies trends in the firms’ industry.
      • Analyzes firms’ competitors.
      • Assesses the firms’ strengths.
      • Researches the firms’ present and prospective customers.
        • - is the foundation for building the marketing plan.
      Slide:
    • 16. Step 2: Market Product Focus
      • Set Market and Product Goals
        • Market Segmentation.
          • Segment – group of people with similar needs.
          • Will respond similarly to marketing action.
      • Select target segments. (Targeting)
      • Position the product. (Positioning)
      Slide:
    • 17. Step 3: Marketing –Mix (4P’s) Slide:
    • 18. The Marketing Plan
      • is the output of the planning phase in the Strategic Marketing Process.
      • is part of the Business Plan.
      • is a roadmap for the marketing activities of an organization for a specific period of time.
      Slide:
    • 19. Contents of a Marketing Plan
      • Executive Summary
      • Company Description
      • Strategic Focus
        • Mission, Goal, Core Competency.
      • Situation (SWOT) Analysis (3C’s)
      • Market-Product Focus
        • Target Markets, Positioning.
      • The Marketing-Mix
        • 4 P’s.
      • Financial Data and Projections.
        • Demand forecasts, market status, etc.
      • Organization Structure
      • Implementation Plan
      • Evaluation and Control
      Slide:
    • 20. Questions / Comments? Slide:

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