Ch02_NE - Strategic Planning for Competitive Advantage...

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Prepared by Deborah Baker Prepared by Deborah Baker Texas Christian University Texas Christian University Canadian Adaptation by Miguel Morales Canadian Adaptation by Miguel Morales Saint Mary’s University Saint Mary’s University COPYRIGHT © 2006 by Nelson, a division of Thomson Canada Limited. All rights reserved  Strategic Planning for  Competitive Advantage Chapter 2
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2 COPYRIGHT © 2006 by Nelson, a division of Thomson Canada Limited. All rights reserved  Learning Objectives 1. Understand the importance of strategic  marketing and know a basic outline for a  marketing plan. 2. Develop an appropriate business mission  statement. 3. Describe the criteria for stating good  marketing objectives.
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3 COPYRIGHT © 2006 by Nelson, a division of Thomson Canada Limited. All rights reserved  Learning Objectives (continued) 4. Explain the components of a situation  analysis. 5. Identify sources of competitive advantage. 6. Identify strategic alternatives and describe  tools used to help select alternatives. 7. Discuss target market strategies.
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4 COPYRIGHT © 2006 by Nelson, a division of Thomson Canada Limited. All rights reserved  Learning Objectives (continued) 8. Describe elements of the marketing mix. 9. Explain why implementation, evaluation,  and         control of the marketing plan are  necessary. 10. Identify several techniques that help make  strategic planning possible.
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5 COPYRIGHT © 2006 by Nelson, a division of Thomson Canada Limited. All rights reserved  Strategic Planning The managerial process of  creating and maintaining a fit  between the organization’s  objectives and resources and  evolving market opportunities.
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6 COPYRIGHT © 2006 by Nelson, a division of Thomson Canada Limited. All rights reserved  Strategic Marketing Planning The Marketing Plan What is the organization’s main activity? How will it reach its goals?
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7 COPYRIGHT © 2006 by Nelson, a division of Thomson Canada Limited. All rights reserved  Planning The process of anticipating  future events and determining  strategies to achieve  organizational objectives in the  future.
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8 COPYRIGHT © 2006 by Nelson, a division of Thomson Canada Limited. All rights reserved  The Marketing Plan A written document that acts as a  guidebook of marketing activities  for the marketing manager.
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9 COPYRIGHT © 2006 by Nelson, a division of Thomson Canada Limited. All rights reserved  Why Write a Marketing Plan? Provides a basis for comparison of actual and 
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Ch02_NE - Strategic Planning for Competitive Advantage...

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