strategic marketing power point 2009

8/2/2019 Strategic Marketing Power Point 2009

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Goals and Plans

A blueprint of the actionsnecessary to reach the desired

goal.

Goal

A desired future state that the

organization wants to achieve.

Plan

What do we want?

How do we get there?

Principles of Marketing


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Mission Statement

MissionStatement

Answers the question: What drives us?

Beat GM!

A good Mission Statement:

Elicits an emotional, motivational response in company

employees.

Is easily understood and can be transferred into individual

action.

Points to a tangible and measurable goal.

Speaks to the competitive environment in which the

company operates.

Honda


Crush Reebok Nike


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Levels of Goals/Plans - Honda

MissionStatement

StrategicGoals

StrategicPlans

Senior Management

A Mission Statement describes our purpose.

Strategic level is the Big Picture.

Tactical Goals Tactical Plans

Middle Management

Operational Goals Operational Plans

Lower Management

Tactics break strategies into steps.

And smaller steps.

Beat General Motors

Build cars for the American market.

Develop car designs for American market.

Do research on American Market



4/18

Mission Statement

MissionStatement

A Mission Statementpoints to goals that are

definable, measurable, actionable, and with emotional

appeal that everyone understands and can act upon.

An Organizations Mission:

Reflects managements vision ofwho the firm serves.

Provides a clear vision ofwhatthe firm provides customers.

Directs managers where the firm should be staking out a

competitive position in the marketplace.



5/18

MissionStatement

To provide any customer a means of moving peopleand things up, down, and sideways over short

distances, with higher reliability than any similar

enterprise in the world.

Elevator

Mission Statement



6/18

MissionStatement

To offer food prepared in the same high-qualitymanner world-wide, tasty, reasonably priced, and

delivered in a consistent, low-key and friendlyatmosphere.

Mission Statement



7/18

Mission

Statement

To offer all of the fine customers in our territoriesall of their household needs in a manner in which

they continue to think of us fondly.

Mission Statement


Become a $125 billion company by the year 2000


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MissionStatement

We are the eyes and ears of the nation and at times its hidden hand. We

accomplish this mission by:

Collecting intelligence that matters.

Providing relevant, timely, and objective all-source analysis. Conducting covert action at the direction of the President to preempt threats

or achieve United States policy objectives.

Mission Statement


CIA


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MissionStatement

Become the dominant player in

commercial aircraft and bring the worldinto the jet age" (1950)

Mission Statement



10/18

MissionStatement

To be the number one sports andfitness company in the world."

Mission Statement


Nike


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StrategicGoals

StrategicPlans

Senior Management

Strategic level is the Big Picture.

Strategic Goals and Plans

An Organizations Strategic Goals:

Helps managers at lower levels focus. Avoids pitfall of them

trying to move in too many directions at once.

Lower level managers know where the firm is at present.

And know where the firm is headed.

Senior Management formulates Strategic Goals so:



12/18

StrategicGoals

StrategicPlans

Senior Management

Strategic Goals and Plans

Protect and improve Nikes position as the number one athletic

brand in America.

Intensify the companys effort to develop products that women

want and need. Explore the market for products specifically designed for the

requirements of maturing Americans.

Continue the drive for increased margins through inventory

management and new product development.

Nike



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Tactical and OperationalGoals and Plans

Tactical Goals Tactical Plans

Middle Management

Operational Goals Operational Plans

Lower Management

Tactics break strategies into smaller

more specific steps .

And operational goals are

even more specific steps .

Human Relations


14/18

Tactical and OperationalGoals and Plans

Strategic Goal: Build momentum in fitness market.

Marketing manager works with advertising manager and sales

manager to devise point-of-purchase displays for fitness

centers. Sales manager incorporates sales calls to fitness

centers in each salespersons sales plan.

Strategic Goal: Increase margins via inventory management.Purchasing managers evaluate production lead times and

tighten ROPs. Information Technology manager assigns

inventory analyst to task of updating with more current

software.



15/18

Strategic Marketing

PlanningMarketing Strategy = The plan of action that

describes resource allocation & activities for

dealing with the environment to attain

organizational marketing goals.



16/18

Strategic Marketing Questions

What changes and trends are occurring?

Who are the customers?

What products or services should we offer?

How can we offer these products or services

efficiently?



17/18

Strategic Management Process

Situation Analysis via SWOT

Identify StrategicFactors

Strengths

Weaknesses

Scan InternalEnvironment

Core

Competence

Synergy

Value Creation

IdentifyStrategic:

Corporate

Business

Functional

Define New:

Mission

Goals

Grand Strategy

Evaluate Current:Mission

Goals

Grand Strategy

Scan ExternalEnvironment

National

Global

Opportunities

Threats

Identify StrategicFactors

SWOT

Implementing Strategy

via Changes in:Structure

Human resources

Information &

control systems


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External Opportunities and Threats

The Economy

Trends in Technology

Legal and Political Factors

Customerswhat will they want?

Competitorswhat will emerge?

strategic marketing power point 2009

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