文档介绍：Chapter 4 Winning Markets Through Market-Oriented Strategic Planning
Chapter 4
Winning Markets Through
Market-Oriented Strategic Planning
by
PowerPoint by
Milton M1>. Pressley
University of New Orleans
Kotler on
Marketing
It is more important to do what is strategically right than what is immediately profitable.
Chapter Objectives
In this chapter, we examine the following questions:
How is strategic planning carried out at the corporate and division levels?
How is planning carried out at the business unit level?
What are the major steps in the marketing process?
How is planning carried out at the product level?
What does a marketing plan include?
Strategic Planning: Three Key Areas and anization Levels
Strategic marketing plan
Tactical marketing plan
Marketing plan
Corporate and Division Strategic Planning
All corporate headquarters undertake four planning activities
Defining the Corporate Mission
Establishing Strategic Business Units (SBUs)
Assigning resources to each SBU
Planning new businesses, downsizing, or terminating older businesses
Corporate and Division Strategic Planning
Defining the Corporate Mission
Mission statements define petitive scopes pany will operate in
Industry scope
Products and applications scope
Competence scope
Market-segment scope
Vertical scope
Geographical scope
Can you name pany that has recently changed its product scope or market segment scope in a very public way? Was this an expansion or contraction of scope?
Corporate and Division Strategic Planning
Establishing Strategic Business Units (SBUs)
Table : Product-Oriented versus Market-Oriented Definitions of a Business
We provide climate control in the home
We make air conditioners and furnaces
Carrier
We distribute Information
We sell encyclopedias
Encyclopaedia
We market entertainment
We make movies
Columbia Pictures
We supply energy
We sell gasoline
Standard Oil
We help improve office productivity
We make copying equipment