goals and plans

Goals and PlansGoals and Plans

A blueprint of the actions A blueprint of the actions necessary to reach the desired necessary to reach the desired goal. goal.

GoalGoal A desired future state that the A desired future state that the organization wants to achieve.organization wants to achieve.

PlanPlan

What do we want?What do we want?

How do we get there?How do we get there?

Principles of MarketingPrinciples of Marketing

Mission StatementMission Statement

Mission Mission StatementStatement

Answers the question:Answers the question: What drives us?What drives us?

“ “Beat GM!”Beat GM!”

A good Mission Statement:A good Mission Statement:

Elicits an emotional, motivational response in company Elicits an emotional, motivational response in company employees.employees. Is easily understood and can be transferred into individual Is easily understood and can be transferred into individual action.action. Points to a tangible and measurable goal.Points to a tangible and measurable goal. Speaks to the competitive environment in which the Speaks to the competitive environment in which the company operates.company operates.

HondaHonda


“ “Crush Reebok”Crush Reebok” NikeNike

Levels of Goals/Plans - Levels of Goals/Plans - HondaHonda


Strategic Strategic GoalsGoals

Strategic Strategic PlansPlans

Senior ManagementSenior Management

A Mission Statement describes our purpose. A Mission Statement describes our purpose.

Strategic level is the “Big Picture”.Strategic level is the “Big Picture”.

Tactical Tactical GoalsGoals

Tactical PlansTactical Plans

Middle Middle ManagementManagement

Operational GoalsOperational Goals Operational PlansOperational Plans

Lower ManagementLower Management

Tactics break strategies into steps.Tactics break strategies into steps.

And smaller steps.And smaller steps.

Beat General MotorsBeat General Motors

Build cars for the American market.Build cars for the American market.

Develop car designs for American market.Develop car designs for American market.

Do research on American MarketDo research on American Market




A Mission StatementA Mission Statement points to goals that are points to goals that are definable, measurable, actionable, and with emotional definable, measurable, actionable, and with emotional appeal that everyone understands and can act upon.appeal that everyone understands and can act upon.

An Organization’s An Organization’s MissionMission::

Reflects management’s vision of Reflects management’s vision of whowho the firm serves. the firm serves.

Provides a clear vision of Provides a clear vision of whatwhat the firm provides the firm provides customers.customers. Directs managers Directs managers wherewhere the firm should be staking out a the firm should be staking out a competitive position in the marketplace.competitive position in the marketplace.



““To provide any customer a means of moving people To provide any customer a means of moving people and things up, down, and sideways over short and things up, down, and sideways over short distances, with higher reliability than any similar distances, with higher reliability than any similar enterprise in the world.”enterprise in the world.”

ElevatorElevator




““To offer food prepared in the same high-quality To offer food prepared in the same high-quality manner world-wide, tasty, reasonably priced, and manner world-wide, tasty, reasonably priced, and delivered in a consistent, low-key and friendly delivered in a consistent, low-key and friendly atmosphere.”atmosphere.”




““To offer all of the fine customers in our territories To offer all of the fine customers in our territories all of their household needs in a manner in which all of their household needs in a manner in which they continue to think of us fondly.”they continue to think of us fondly.”



““Become a $125 billion company by the year 2000”Become a $125 billion company by the year 2000”


We are the eyes and ears of the nation and at times its hidden hand. We We are the eyes and ears of the nation and at times its hidden hand. We accomplish this mission by:accomplish this mission by:• Collecting intelligence that matters. Collecting intelligence that matters. • Providing relevant, timely, and objective all-source analysis. Providing relevant, timely, and objective all-source analysis. • Conducting covert action at the direction of the President to preempt threats Conducting covert action at the direction of the President to preempt threats or achieve United States policy objectives. or achieve United States policy objectives.



CIA


““Become the dominant player in Become the dominant player in commercial aircraft and bring the world commercial aircraft and bring the world into the jet age"into the jet age" (1950)




““To be the number one sports and To be the number one sports and fitness company in the world."fitness company in the world."



NikeNike




Strategic level is the “Big Picture”.Strategic level is the “Big Picture”.

Strategic Goals and PlansStrategic Goals and Plans

An Organization’s An Organization’s Strategic GoalsStrategic Goals:: Helps managers at lower levels focus. Avoids pitfall of them Helps managers at lower levels focus. Avoids pitfall of them trying to move in too many directions at once.trying to move in too many directions at once.

Lower level managers know where the firm is at present.Lower level managers know where the firm is at present. And know where the firm is headed.And know where the firm is headed.

Senior Management formulates Senior Management formulates Strategic Goals Strategic Goals so:so:





Strategic Goals and PlansStrategic Goals and Plans

Protect and improve Nike’s position as the number one Protect and improve Nike’s position as the number one athleticathletic brand in America.brand in America. Intensify the company’s effort to develop products that womenIntensify the company’s effort to develop products that women want and need.want and need. Explore the market for products specifically designed for the Explore the market for products specifically designed for the requirements of maturing Americans.requirements of maturing Americans. Continue the drive for increased margins through inventory Continue the drive for increased margins through inventory management and new product development.management and new product development.

NikeNike


Tactical and OperationalTactical and Operational Goals and Plans Goals and Plans

Tactical Tactical GoalsGoals

Tactical PlansTactical Plans

Middle Middle ManagementManagement

Operational GoalsOperational Goals Operational PlansOperational Plans

Lower ManagementLower Management

Tactics break strategies into smaller Tactics break strategies into smaller more specific steps .more specific steps .

And operational goals are And operational goals are even more specific steps .even more specific steps .

Human RelationsHuman Relations

Tactical and OperationalTactical and Operational Goals and Plans Goals and Plans

Strategic GoalStrategic Goal: Build momentum in fitness market.: Build momentum in fitness market.

Marketing manager works with advertising manager and sales Marketing manager works with advertising manager and sales manager to devise point-of-purchase displays for fitness manager to devise point-of-purchase displays for fitness centers. Sales manager incorporates sales calls to fitness centers. Sales manager incorporates sales calls to fitness centers in each salesperson’s sales plan. centers in each salesperson’s sales plan.

Strategic GoalStrategic Goal: Increase margins via inventory management.: Increase margins via inventory management. Purchasing managers evaluate production lead times and Purchasing managers evaluate production lead times and tighten ROPs. Information Technology manager assigns tighten ROPs. Information Technology manager assigns inventory analyst to task of updating with more current inventory analyst to task of updating with more current software.software.


Strategic Marketing Strategic Marketing PlanningPlanning

““Marketing Strategy” = The plan of action that Marketing Strategy” = The plan of action that describes resource allocation & activities for describes resource allocation & activities for dealing with the environment to attain dealing with the environment to attain organizational marketing goals.organizational marketing goals.

““Marketing Strategy” = The plan of action that Marketing Strategy” = The plan of action that describes resource allocation & activities for describes resource allocation & activities for dealing with the environment to attain dealing with the environment to attain organizational marketing goals.organizational marketing goals.


Strategic Marketing QuestionsStrategic Marketing Questions

What changes and trends are occurring?What changes and trends are occurring?Who are the customers?Who are the customers?What products or services should we offer?What products or services should we offer?How can we offer these products or services How can we offer these products or services

efficiently?efficiently?

What changes and trends are occurring?What changes and trends are occurring?Who are the customers?Who are the customers?What products or services should we offer?What products or services should we offer?How can we offer these products or services How can we offer these products or services

efficiently?efficiently?


Strategic Management Process Strategic Management Process Situation Analysis via SWOTSituation Analysis via SWOT

Identify Strategic Identify Strategic FactorsFactors•StrengthsStrengths

•WeaknessesWeaknesses

Scan Internal Scan Internal EnvironmentEnvironment

•Core Core CompetenceCompetence

•SynergySynergy

•Value CreationValue Creation

Identify Identify

Strategic:Strategic:•CorporateCorporate

•BusinessBusiness

•FunctionalFunctional

Define New:Define New:•MissionMission

•GoalsGoals

•Grand StrategyGrand Strategy

Evaluate Current:Evaluate Current:•MissionMission

•GoalsGoals

•Grand StrategyGrand Strategy

Scan External Scan External EnvironmentEnvironment•NationalNational

•GlobalGlobal

•OpportunitiesOpportunities

•ThreatsThreats

Identify Strategic Identify Strategic FactorsFactors

SWOTSWOT

Implementing Strategy Implementing Strategy via Changes in:via Changes in:•StructureStructure

•Human resourcesHuman resources

•Information & Information & control systemscontrol systems

External Opportunities and ThreatsExternal Opportunities and Threats

The EconomyThe Economy

Trends in TechnologyTrends in Technology

Legal and Political FactorsLegal and Political Factors

Customers – Customers – what will they want?what will they want?

Competitors – Competitors – what will emerge?what will emerge?

goals and plans

Documents