This document discusses strategic planning at different organizational levels and provides details on corporate and division level strategic planning. It explains that strategic planning occurs at the corporate, division, business unit, and product levels. At the corporate and division levels, strategic planning involves defining mission, establishing strategic business units (SBUs), assigning resources, and assessing growth opportunities such as intensive growth, integrative growth, and diversification. The document also discusses SBU strategies using the BCG Growth-Share Matrix and GE Multiplication Matrix. Finally, it covers business unit strategic planning, including defining mission, external and internal analysis, strategy formulation, and marketing plans.

1. Strategic Planning
Chapter: Two
Dr. Gopal Thapa
Tribhuvan University
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2. Strategic Planning
2
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3. Four organizational levels
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1. The corporate level
2. The division level
3. The business unit level
4. The product level
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4. Corporate & Division Strategic Planning
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1.Defining the corporate mission
2.Establishing strategic business unit
(SBU)
3.Assigning resources to each SBU
4.Assessing growth opportunities
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5. Strategic Business
Unit
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• SBU Characteristics
• It is single business or collection of related businesses that can be planned
separately from the rest of the company
• It has its own set of competitors
• It has a manager responsible for strategic planning and profit
performance, who control most of the factors affecting profit
• Purpose of identifying SBU
• Todevelop separate strategies and assign appropriate funding
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6. Corporate & Division Strategic Planning
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1. Defining the corporate mission
2. Establishing strategic business unit
3. Assigning resources to each SBU
4. Assessing growth opportunities
– Intensive growth
– Integrative growth
– Diversification
– Downsizing and divesting older business
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7. Boston Consultancy Group
Growth – Share Matrix
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8. SBU Strategies
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Prof. Deepa Rohit, LLIM
Build
Hold
Harvest
Divest
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9. GE Matrix
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10. Corporate & Division Strategic
Planning
1.Defining the corporate mission
2.Establishing strategic business unit
3.Assigning resources to each SBU
4.Assessing growth opportunities
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11. 4. Assessing Growth
Opportunities
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• Planning new businesses, downsizing, and
terminating older businesses
• If there is gap between future desired sales and
projected sales then corporate management will
need to develop or acquire new businesses to fill it
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12. 4. Assessing Growth Opportunities
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13. Business Unit Strategic Planning
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14. Business Unit Strategic Planning
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Prof. Deepa Rohit, LLIM
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15. Business Unit Strategic
Planning
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1. The business mission
2. External Environment Analysis
• Opportunity & threat analysis
3. Internal environment
• Strengths and weakness Analysis
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16. Marketing
Opportunity
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It is an area of buyer need and interest that a company has
a high probability of profitability satisfying
Three sources
Offer something which is short in supply
Superior way of existing product
Studying acquiring, using and disposing off product
Using Market Opportunity analysis (MOA)
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17. Business Unit Strategic
Planning
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5. Strategy formulation
• Strategy is a game plan to achieve the goals
– Porter’s Generic Strategies (CostLeadership,
Differentiation and Focus)
• Strategic alliances
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18. Business Unit Strategic Planning
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Prof. Deepa Rohit, LLIM
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19. Product Planning and Marketing Plan
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20. Marketing
Plan
 A Marketing plan is a written document that summarizes what
the marketer has learnt about the market place and indicates how
the firm plans to reach its marketing objectives
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PROF. DEEPA ROHIT,LLIM
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21. Sections of Marketing
Plan
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–Executive summary and table of contents
–Situation analysis
–Objectives
–Marketing strategy
–Financial projections
–Implementation and control
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