how is strategic planning carried out
TRANSCRIPT
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How is strategic planningcarried out at different levels of
the organization?
Suneel Anumolu
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The Strategic Planning, Implementation, and Control Processes
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Corporate and Division StrategicPlanning
1. Defining the corporate mission
2. Establishing strategic business units
3. Assigning resources to each strategic business unit
4. Assessing growth opportunities
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Levels of a Marketing Plan
Strategic• Target marketing decisions
• Value proposition
• Analysis of marketing opportunities
Tactical• Product features
• Promotion
• Merchandising
• Pricing
• Sales channels
• Service
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Focus on limited number of goalsFocus on limited number of goals
Stress major policies and valuesStress major policies and values
Define major competitive spheresDefine major competitive spheres
Good Mission Statementsfive major characteristics.
Take a long-term viewTake a long-term view
Short, memorable, meaningfulShort, memorable, meaningful
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Company Product Market
Missouri-Pacific Railroad
We run a railroad We are a people-and-goods mover
Xerox We make copying equipment
We improve office productivity
Standard Oil We sell gasoline We supply energy
Columbia Pictures We make movies We entertain people
Product-Oriented versus Market-Oriented Definitions of a Business
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The Kate Spade brand allows LizClaiborne to attract a more youthfulcustomer
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The Strategic Planning Gap
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Characteristics of SBUs
• It is a single business or collection of related businesses
• It has its own set of competitors
• It has a leader responsible for strategic planning and profitability
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The Business Unit Strategic-Planning Process
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Swot Analysis
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Opportunity and Threat Matrices
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Vodafone has actively partneredwith a number of other firms to helpdrive its innovation.
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PORTER’S GENERIC STRATEGIES
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Feedback and Control
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