how is strategic planning carried out at organizational level ?
TRANSCRIPT
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[By Corporate HQ]
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Defining corporate mission
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Establishing SBU
PRODUCT DEFINATION MARKET DEFINATION
We run trains We are a people and goods mover.
We make air conditioners
We provide climate Control in home and offices.
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Assigning resources [Classify SBU as]
DOGS They don’t have potential to bring much cash
CASH COW They are foundation of company
STARS They are leader of business
QUESTION MARK Most business start as a question mark
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Assessing growth opportunities
The strategic planning gap
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Way of monitoring the external and internal market environment.
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Marketers need to be good at spotting opportunity
Introduce hybrid product or service
Make buying process more convenient
Meet the need for information
Customize a product or service
Introduce new capability
Deliver faster
Offer product at lower price
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The Business unit Strategic planning process
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HOW TO EVALUATE
DO
MARKET OPPORTUNITY ANALYSIS
(MOA)
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Carefully Monitor the
THREAT
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HAVE A
GREAT
[Goal Formulation]
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STRATEGY FORMATION
Goals indicate what a business unit
wants to achieve, STRATEGY is a
game plan for getting there.
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Starting point for STRATEGY thinking
OVERALL COST LEADERSHIP
DIFFERENTATION
FOCUS
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PROGRAM FORMULATION
Estimate cost [Important task]
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IMPLEMENTATION
Even a great marketing strategy can be sabotaged by
poor implementation
SO BE CAREFULL
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Matters
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Planning activities SWOT Analysis Strategies formulation
Program formulation Implementation
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CREDIT
Philips kotler
Marketing Management : a south Asian perspective
Google Image Search
Prof. Sameer Mathur IIM-L
Marketing Management : DR. Ajeet Kumar Shukla
Slideshare.net
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PRESENTATION BY
B. COM, MAHATMA GANDHI KASHI VIDYAPITH
VARANASI
INTERN IIM-L (MARKETING MANAGEMENT)
MENTOR: PROF. SAMEER MATHUR
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THANK YOU