Winning Markets∶ Market-Oriented Strategic Planning.ppt

Objectives Corporate and division strategic planing Business unit planning The marketing process Product level planning The marketing plan Market-Oriented Strategic Planning Market-Oriented Strategic Planning Corporate Headquarters Planning Define the corporate mission Establish strategic business units (SBUs) Assign resources to SBUs Plan new business, downsize older businesses Strategic-Planning, Implementation, and Control Process Good Mission Statements: The Boston Consulting Group’s Growth-Share Matrix Market Attractiveness: Competitive- Position Portfolio Classification The Strategic-Planning Gap Three Intensive Growth Strategies: Ansoff’s Product/Market Expansion Grid Opportunity Matrix 1. Company develops a more powerful lighting system 2. Company develops a device for measuring the energy efficiency of any lighting system 3. Company develops a device for measuring illumination level 4. Company develops a software program to teach lighting fundamentals to TV studio personnel Threat Matrix 1. Competitor develops a superior lighting system 2. Major prolonged economic depression 3. Higher costs 4. Legislation to reduce number of TV studio licenses The McKinsey 7-S Framework The Value-Delivery Process The Marketing Plan Factors Influencing Company Marketing Strategy Review Corporate and division strategic planing Business unit planning The marketing process Product level planning The marketing plan Objectives Components of a marketing information system Criteria of good marketing research Decision support systems for marketing management Demand measurement and forecast Defining the Problem Research Objectives Research Approaches Secondary-Data Sources Internal Sources Government Publications Periodicals and Books Commercial Data On-Line Associations Business Information The Marketing Research Process Good Marketing Research: Is scientific Is creative Uses multiple methods Realizes the interdependence of mod