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Outline
Introduction Meaning & Role of Strategic Planning Corporate Mission Strategic Business Units (SBU) Marketing Audit
Strategic Planning
is the managerial process of developing and maintaining a strategic fit between the organization's objectives and resources and its changing market opportunities.
Org Objectives Strategic Fit Resources
Changing Environment
Operating Plans
Strategic Marketing
Marketing Strategy is a series of integrated actions leading to a sustainable competitive advantage. John Scully
Corporate Mission
Broad purposes of the organization General criteria for assessing the long-
term organizational effectiveness Driven by heritage & environment Mission statements are increasingly being developed at the SBU level as well
Corporate Culture
The most abstract level of managerial thinking How do you define culture? What is the significance of culture to an organization? How does marketing affect culture in
the organization?
Not quantified and not limited to a time period E.g. increasing the return on shareholders equity
Unique business mission Definable set of competitors Integrative planning done independently Responsible for resource management in all
areas Large enough but not so large as to become bureaucratic
Focuses on what the firm do best at the SBU level To secure and maintain a sustainable
competitive advantage
Substantiality
Is it substantial enough to make a difference? Sustainability Can it be neutralized by competitors quickly? Ability to be leveraged into visible business attributes that will influence customers
(Source: Strategic Marketing Management, Aakers)
Positions of advantage
Superior customer value Lower relative total cost Performance advantages Customer satisfaction, Loyalty, Market Share,
Sources of advantages
Profit
The strategic 3 Cs
Must have a clearly defined market Must have a good match between
corporate strengths and market needs Must have significant positive differentiation in the key success factors of the business
Situation Analysis Internal Analysiscompany; capability etc. External Analysiscustomers, market definition, industry structure SWOT Analysis
& Threats
Marketing Audit
Marketing audit is a comprehensive, systematic, independent, and periodic examination of a companysor business unitsmarketing environment, objectives, strategies, and activities with a view to determining problem areas and opportunities and recommending a plan of action to improve the companys marketing performance Philip Kotler
Comprehensive
Must cover all marketing areas Systematic Sequential diagnostic steps Independent Internal & external auditors Periodic Performed at regular intervals