营销权威教程Lecture 2 Strategic planning

PartOne,Understandingmarketingandthemarketingprocess,LectureTwo,Strategicplanningandthemarketingprocess,Ataglance,ExplainthestrategicplanninganditsfourstepsDiscusshowtodesignbusinessportfoliosandgrowthstrategiesDescribethemarketingprocessandtheforcesthatinfluenceit,Whatisstrategicplanning?,Theprocessofdevelopingandmaintainingastrategicfitbetweentheorganizationsgoalsandcapabilitiesanditschangingmarketingopportunities.,Stepsinstrategicplanning,definingaclearcompanymission,Settingsupportingobjectives,Designingasoundbusinessportfolio,Coordinatingfunctionalstrategies,Businessunit,product,andmarketlevel,Companylevel,Remembermarketingplancontains:MissionstatementFinancialsummaryofwhatitseekstoachieveMarketoverviewSWOTanalysisAssumptionsMarketingobjectivesMarketingstrategiesProgrammes(withforecastsandbudgets),Vision,Mission,Objectives,Strategies,Operationalplans,Thelogicalsequenceunderlyingplans:fromvisiontooperationalplans,Contentsofmarketingplan,Definingthecompanysbusinessandmission,Missionstatement:astatementoftheorganizationspurpose-whatitwantstoaccomplishinthelargerenvironment.MarketorientedRealisticSpecificmotivating,Company,Product-orientation,Market-orientation,Poppy,Wemakelipsticks,Weselllifestyleandself-expression;successandstatus;memories,hopsanddreams,SeaWorld,Werunathemepark,Weprovidefantasiesandentertainment,Kmart,Werundiscountstores,Weofferproductsandservicesthatdelivervaluetomiddle-Chinese,Xerox,Wemakecopying,faxandotherofficemachines,Wemakebusinessesmoreproductivebyhelpingthemscan,store,retrieve,revise,distribute,printandpublishdocuments,Market-orientationbusinessdefinitions,Settingcompanyobjectivesandgoals,Mission:“Food,health,hope”-ofhelpingtofeedtheworldsexplodingpopulationwhileatthesametimesustainingtheenvironment.,Overallobjective:tocreateenvironmentallybetterproductsandgetthemtomarketfasteratlowercosts.,Theagriculturaldivisionsobjective:increaseagriculturalproductivityandreducechemicalpollutionby,Settingcompanyobjectivesandgoals,Improveprofits,Increasesales,Reducecosts,Increasemarketshareinexistingmarket,Enternewmarket,Increaseproductavailabilityandpromotion,Establishdistributionchannelsandsalesprograms,Hierarchy,Specific,Designingthebusinessportfolio,Businessportfolio:thecollectionofbusinessesandproductsthatmakeupthecompany.,AnalyzingthecurrentbusinessportfolioBostonconsultinggroupapproachTheGeneralElectricapproach,DevelopinggrowthstrategiesintheageofconnectednessProduct-marketexpansiongrid,Whatisstrategicbusinessunit(SBU)?,Aunitofthecompanythathasaseparatemissionandobjectivesandthatcanbeplannedindependentlyfromothercompanybusinesses.SBUcanbeacompanydivision,aproductlinewithadivision,orsometimesasingleproductorbrand.,RelativeMarketShare,Rateofmarketgrowth,BCGApproach,Strong,Average,Weak,High,Medium,Low,Industryattractiveness,Businessstrength,GEApproach,MarketPenetration,ProductDevelopment,MarketDevelopment,Diversification,GrowthDirectionsforaGivenProduct-marketcombination,Planningcross-functionalstrategies,MarketingsroleinstrategicplanningCompanyStrategicplannerSBUOperationMarketingandotherbusinessfunctions,Marketingprocess,Analyzingmarketingopportunities,Selectingtargetmarkets,Developingthemarketingmix,Managingthemarketingeffort,S-T-P战略,市场细分Segmenting,市场定位Positioning,目标市场选择Targeting,TargetcustomersIntendedpositioning,Product/servicesVarietyQualityDesignFeaturesBrandnamePackageSizeAdd-onsWarrantiesreturns,PricelistpriceDiscountsAllowancesSettlementtermsCreditterms,PromotionAdvertisingPersonalsellingdirectmarketingSynchronousmarketing,PlacementdemandchainmanagementlogisticsmanagementChannelmanagement,Marketingmix,Managingthemarketingeffort,MarketinganalysisMarketingplanningMarketingimplementationMarketingdepartmentorganizationMarketingcontrol,Analysis,ImplementationCarryouttheplans,ControlMeasureresultsEvaluateresultTakecorrectiveaction,Therelationshipbetweenanalysis,planning,implementationandcontrol,Thecomponentsofthemarketingplan,1.Executivesummary2.Currentmarketingsituation3.Opportunityandissueanalysis4.Objectives5.Marketingstrategy6.Actionprograms7.Projectedprofit-and-lossstatement8.Controls,Marketingdepartmentorganization,Fivestructuresfunctionalorganizationgeographicalorganizationproductmanagementorganizationmarketmanagementorganizationproductmanagement/marketmanagementorganization,Marketingdirector/manager,Salesmanager,Advertisingmanager,Marketingresearchmanager,Customerservicemanager,New-productmanager,Functionalorganization,Marketingdirector/manager,Geographicalorganization,Marketingdirector/manager,Productmanagementorganization,Productmanagement,Suchas:SalesforcemanagementDistributioncostanalysisEvaluationofadvertisingTestmarketingServiceauditInventorycontrol,For:MarketingProductsPriceDistributionSellingAdvertisingpromotion,Totalsub-activitiesofthemarketingorganization,Thecontrolprocess,SetgoalsWhatdowewanttoachieve?,MeasureperformanceWhatishappening?,EvaluateperformanceWhyi