TR Chapter 02 - Copyright 2007 by Nelson, a division of...

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Unformatted text preview: Copyright 2007 by Nelson, a division of Thomson Canada Limited Chapter 2 Chapter 2 Strategic Planning Strategic Planning and the Marketing and the Marketing Process Process 2-2 Copyright 2007 by Nelson, a division of Thomson Canada Limited Chapter Objectives Chapter Objectives 1. Distinguish between strategic planning and tactical planning. 2. Explain how marketing plans differ at various levels in an organization. 3. Identify the steps in the marketing planning process. 4. Describe successful planning tools and techniques, including Porters Five Forces model, first and second mover strategies, SWOT analysis, and the strategic window. 5. Identify the basic elements of a marketing strategy. 6. Describe the environmental characteristics that influence strategy decisions. 7. Describe the methods for marketing planning, including business portfolio analysis and the BCG matrix. 2-3 Copyright 2007 by Nelson, a division of Thomson Canada Limited Marketing Planning: The Basics for Marketing Planning: The Basics for Strategy and Tactics Strategy and Tactics Planning: Process of anticipating future events and conditions and of determining the best way to achieve organizational goals Marketing planning: Implementing planning activities devoted to achieving marketing objectives 2-4 Copyright 2007 by Nelson, a division of Thomson Canada Limited Individuals, like businesses, need to consider the planning process to ensure the future they desire. The need to anticipate events or conditions and the ways to achieve personal objectives is critical to long term achievements. 2-5 Copyright 2007 by Nelson, a division of Thomson Canada Limited Strategic Planning versus Tactical Planning Strategic Planning versus Tactical Planning Strategic planning: Process of determining an organizations primary objectives and adopting courses of action that will achieve those objectives Tactical planning: Process that guides the implementation of activities specified in the strategic plan. 2-6 Copyright 2007 by Nelson, a division of Thomson Canada Limited Strategic Planning versus Tactical Planning Strategic Planning versus Tactical Planning Top management...
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TR Chapter 02 - Copyright 2007 by Nelson, a division of...

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