second lecture.ppt

Chapter2 Strategic Planning and the Marketing process Key words: Mission statement 任务报告书 Business portfolio 业务组合 Growth strategies 增长战略 Key sentence: Strategic planning is the process of developing and maintaining a strategic fit between the organization’s goals and capabilities and its changing marketing opportunities. strategic planning Definition: Strategic planning is the process of developing and maintaining a strategic fit between the organization’s goals and capabilities and its changing marketing opportunities. 企业战略计划是指企业的最高管理层通过制定企业的任务、目标、业务组合计划和新业务计划，在企业的目标和能力与迅速变化的经营环境之间发展和保持一种切实可行的战略适应的过程。 It involves defining a clear company mission任务, setting supporting objectives目标, designing a sound business portfolio业务组合, and coordinating functional strategies. (1)Defining the company’s business and mission A mission statement is a statement of the organization’s purpose任务书是对组织目标的陈述-----what it wants to accomplish in the larger environment. A mission statement should be: Market-oriented市场导向 (We make cosmetics product-oriented; We sell lifestyle and self-expression; success and status; memories, hopes,and dreams) Realistic切实可行(too broad:Pencil manufacturer, in the communication equipment business;) Specific明确 (too general and contradictable:We want to become the leading company in this industry by producing the highest-quality products with the best service at the lowest prices—lack specific,workable guidelines) Motivating富有鼓动性(employees need to feel that their work is significant and that it contributes to people’s lives—IBM:to become a $100 billion company by the end of the century;Microsoft:Information at your fingertips,visionary companies:making people happy) Fit the market environment适合市场环境(Girl Scouts of America:to prepare young girls for motherhood and wifely duties) The organization should base its mission on its distinctive competencies显著能力. E. Gordon Gee, President of Ohio State University At this moment of truth, this University is where great human e