The document discusses several frameworks and concepts for strategic market-oriented planning including: 1) It presents frameworks for strategic planning including objectives, resources, profit and growth opportunities. 2) It outlines the strategic planning, implementation and control process involving planning, implementation and measuring results. 3) It provides guidelines for effective mission statements including focusing on a limited number of goals, major policies and values, and competitive scope.

1. Market-Oriented Strategic
Planning
Objectives Resources
Profit
and
Growth
Skills Opportunities
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2. Strategic-Planning, Implementation,
and Control Process
Planning Implementation Control
Corporate Measuring
planning Organizing results
Division
planning Diagnosing
results
Business Implementing
planning
Taking
Product corrective
planning action
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3. Good Mission Statements:
Limited number of goals
Stress major policies & values
Define competitive scopes
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4. The Boston Consulting Group’s
Growth-Share Matrix
20%-
Market Growth Rate
Stars Question marks
4
? ?
18%-
16%- 3 1
14%-
12%- 5 2 ?
?
10%-
8%- Cash cow Dogs
6%- 8
4%-
2%- 6
0
7
10x 4x 2x 1.5x 1x .5x .4x .3x .2x .1x
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5. The Strategic-Planning Gap
Desired
Desired
sales
sales
Diversification growth
Strategic-
planning
Integrative growth gap
Sales
Intensive growth
Current
Current
portfolio
portfolio
0 5 10
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Time 5
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6. Three Intensive Growth Strategies:
Ansoff’s Product/Market Expansion
Grid
Existing New
products products
Existing 1. Market 3. Product
markets penetration development
New 2. Market
markets development 4. Diversification
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7. The McKinsey 7-S Framework
Structure
Structure
Strategy
Strategy Systems
Systems
Shared
Shared
values
values
Skills
Skills Style
Style
Staff
Staff
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8. The Value-Delivery Process
(a) Traditional physical process sequence
Make the product Sell the product
Design Procure Make Price Sell Advertise/ Distribute Service
product promote
(b) Value creation & delivery sequence
Choose the Value Provide the Value Communicate the Value
Strategic marketing FurnitureTactical marketing
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9. The Marketing Plan
Executive Summary & Table of Contents
Current Marketing Situation
Opportunity & Issue Analysis
Objectives
Marketing Strategy
Action Programs
Projected Profit-and-loss
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Controls
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10. Marketing Strategy
Marketing
intermediaries
Demographic/ M Technical/
economic pl ark physical
sy ann etin
st at ng
environment environment
n
em io
sy rm eti
st i n g
em g
fo r k
in Ma Product
Suppliers Place Target Price Publics
customers
tio nd
en ion g
n
ta a
M ga yst
em at tin
or s
ar ni em
Promotion
pl niz ke
ke z a
im ga ar
tin tio
Political/ or M Social/
g n
legal cultural
environment environment
Competitors
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