Chapter3-InClass - andMarketinginan Organization s...

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Chapter 3 Guide – Planning  Chapter 3 Guide – Planning  and Marketing in an  and Marketing in an  Organization Organization Strategic Planning Strategic Planning Strategic Business Units (SBUs) Strategic Business Units (SBUs) SWOT SWOT Competitive Advantage Competitive Advantage Strategic Opportunity Matrix Strategic Opportunity Matrix Consolidation Strategies Consolidation Strategies Balanced Scorecard Balanced Scorecard
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Planning Process  is the series  of steps businesses take to  determine how they will achieve their  goals.
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Strategic Planning Strategic Planning 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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Planning Process Planning Process Strategic  Planning Tactical  Planning Top Management Functional Level What business  do we want to  be in? How do we  meet out  objectives?
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Levels of Planning Levels of Planning Corporate Strategy/Strategic Market  Plan. This helps formulate the Product Mix One Strategic Market Plan Market Plan (Product Market Plan) This is the Marketing Mix and Target  Market(s) for each product Multiple Product Market Plans
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Strategic Market Planning Strategic Market Planning Provides basic direction Determines the general product and market  scope to be pursued  Typically is long range and broad in scope Focuses on overall objectives Most often constructed by top management Serves as the basis for tactical planning         (Product Market  Planning)
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Strategic  Strategic  Market  Market  Plan  Plan  Elements Elements Marketing Strategy Product Promotion Distribution Price Marketing Mix Business Mission Statement Objectives Situation or SWOT Analysis Implementation Evaluation Control Target Market Strategy
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Mission Statement Mission Statement “What is the purpose of the  organization?” Should be market-oriented and  defined in terms of customer needs Should not be too broad or too  narrow Should be relevant and current Company Product-Oriented Market-Oriented Charles Schwab We are a brokerage firm.
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