solomon02_basic

solomon02_basic - CHAPTER 2 Strategic Planning and the...

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Unformatted text preview: CHAPTER 2 Strategic Planning and the Marketing Environment M A R K E T I N G Real People, Real Choices 2-2 Chapter Objectives • Explain the strategic planning process • Describe the steps in the marketing planning process • Explain operational planning • Discuss important aspects of an organization’s internal environment • Explain why marketers scan an organization’s external business environment 2-3 Marketing Plans • Describe the marketing environment • Outline marketing strategies • Identify plans for implementation & evaluation 2-4 Strategic Planning • Strategic planning: the managerial decision process that matches the organization’s resources & capabilities to its market opportunities for long-term growth • Firms may become multi-product companies with self-contained divisions – Strategic Business Units (SBUs) – Example: General Mills 2-5 Strategic Planning Steps 1. Define the organization’s mission (management) 2. Evaluate internal/external environments (marketing) 3. Set organizational or SBU objectives (management) 4. Establish the business portfolio (management) 2-6 Evaluate the Environment • Internal Environment – Strengths – Weaknesses • External Environment – Opportunities – Threats 2-7 Set Objectives • SBU objectives must support the overall objectives of the firm – Customer satisfaction – Sales – Market share 2-8 Establish the Business Portfolio • For firms with different SBUs, planning also includes allocating resources among the businesses • Each SBU is a separate profit center within the larger corporation • Each SBU is responsible for its own costs, revenues, & profits 2-9...
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This note was uploaded on 10/19/2009 for the course MKT 08773 taught by Professor R.grown during the Spring '09 term at Arizona.

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solomon02_basic - CHAPTER 2 Strategic Planning and the...

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