2 b strategic planning

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strategic planning

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2 b strategic planning

  1. 1. Strategic Planning
  2. 2. STRATEGIC MANAGEMENT & STRATEGIC MARKETING • Strategic Management---creates a fit between an organization’s resources, objectives & skills • Strategic marketing--- develop strategies to achieve the corporate goals
  3. 3. STRATEGIC PLANNING A prerequisite to Strategic Marketing would be to plan the effort, known as Strategic Planning • The process of developing and maintaining a strategic fit between the organization's goals and capabilities and it’s changing marketing opportunities. It involves defining a clear company mission, setting supporting objectives, designing a sound business portfolio and coordinating functional strategies
  4. 4. The Strategic-Planning, Implementation, and Control Process
  5. 5. Corporate and Division Strategic Planning • All corporate headquarters undertake four planning activities – Defining the Corporate Mission – Establishing Strategic Business Units (SBUs) – Assigning resources to each SBU – Planning new businesses, downsizing, or terminating older businesses
  6. 6. Corporate and Division Strategic Planning • Defining the Corporate Mission – Mission statements define which competitive scopes the company will operate in • Industry scope • Products and applications scope • Competence scope • Market-segment scope • Vertical scope • Geographical scope
  7. 7. Corporate Mission Statement Marketing goals & objectives are therefore drawn from the Corporate Mission statement. • Goals of BA: – To be a safe & secure airline --Product – To secure a leading share of air travel business worldwide with significant presence in all major geographical markets -- Market/Segment - To provide overall superior service & good value for money in every market segment -- Differentiator
  8. 8. Mission of Café Coffee Day • To be the best Café Chain by offering a world class coffee experience at affordable price • Base line: a lot can happen, over coffee
  9. 9. Corporate and Division Strategic Planning • Three characteristics of a SBU – Single business or collection of related businesses that can be planned for separately – Has its own set of competitors – Has a manager who is responsible for strategic planning and profit
  10. 10. Corporate and Division Strategic Planning • Three characteristics of a SBU – Single business or collection of related businesses that can be planned for separately – Has its own set of competitors – Has a manager who is responsible for strategic planning and profit

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