300_Chapt 3_BB vers_Solo9_shortest.pptx

300_Chapt 3_BB vers_Solo9_shortest.pptx - MARKETING CHAPTER...

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CHAPTER 3 Strategic Market Planning M A R K E T I N G
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Planning: Compose the Big Picture Planning is everything … almost! Business planning is an ongoing process that guides short- and long-term decisions. Helps identify and build on firm strengths Improves managerial decision making Develops objectives and provides a means of charting progress toward goals 2-2
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2-3 Levels of Business Planning
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Strategic Planning 2-4 Strategic planning is the managerial process that matches firms resources and capabilities to market opportunities. Top management defines firm’s purpose & sets objectives. Many large firms have separate SBUs (strategic business units). Strategic planning is conducted at both the corporate and SBU level.
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Strategic Planning: Frame the Picture Strategic planning plays an important role in the modern corporation. Optimize revenues across multiple lines of business. Minimize risk in a complex and changing global environment. Includes a series of steps that results in development of growth strategies. 2-5
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2-6 Strategic Planning Steps Define the organization’s mission Evaluate internal/external environments Set organizational or SBU objectives Establish business portfolio Develop Growth Strategies Implementation and Control
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2-7 Define the Organization’s Mission Formal document describing firm’s overall purpose and what it hopes to achieve in terms of customers, products, and resources Key questions in determining mission: What business are we in? What customers should we serve? How should we develop the firm’s capabilities and focus its efforts? Ideal mission statement is not too narrow or short- sighted
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2-8 Evaluate the Internal/External Environment Weaknesses Strengths Opportunities Threats
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Internal & External Environment
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  • Spring '14
  • Broekemier
  • Marketing, Growth Strategies

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