文档介绍：Chapter 3 Winning Markets Through Strategic Planning, implementation, and Control
Chapter 3
Winning Markets Through Strategic Planning, implementation, and Control
Presented by Zhou Yanfeng, Zhongshan University
Chapter Objectives
Explain strategic planning
petitive advantage strategies
Explain relationship marketing and its tools
Describe functional planning strategies
Describe the marketing process
List the marketing management functions and elements of the marketing plan
Presented by Zhou Yanfeng, Zhongshan University
Strategic Planning
The process of developing and maintaining a strategic fit between anization’s goals and capabilities and its changing marketing opportunities
Presented by Zhou Yanfeng, Zhongshan University
The Strategic Planning, Implementation, and Control Process
Corporate planning
Division planning
Business planning
Product planning
Organizing
Implementing
Measuring results
Diagnosing results
Planning
Implementing
Controlling
Taking corrective
Action
Presented by Zhou Yanfeng, Zhongshan University
Strategic Planning
Corporate Strategic Planning
Strategic Business Unit (SBU)
Business Unit Strategy
Functional Strategy
Presented by Zhou Yanfeng, Zhongshan University
Strategic Planning: Steps
Planning,
marketing,
and other
functional
strategies
Defining
the
company
mission
Setting
company
objectives
and goals
Designing
the
business
portfolio
Presented by Zhou Yanfeng, Zhongshan University
Strategic Planning:
Mission Statement
Mission Statement
Purpose
Guides people’s efforts
Understand values
Ethical behaviour
Presented by Zhou Yanfeng, Zhongshan University
Strategic Planning:
Mission Statement Criteria
Market-oriented
Realistic
Specific
Appropriate for the environment
Based petencies
Motivating
Presented by Zhou Yanfeng, Zhongshan University
Designing the Business Portfolio
The Big Picture
Analyzing
the
current
portfolio
Plan
cross-
functional
strategies
Develop