how is strategic planning carried out at organizational level ?
TRANSCRIPT
[By Corporate HQ]
Defining corporate mission
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.
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
Assessing growth opportunities
The strategic planning gap
Way of monitoring the external and internal market environment.
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
The Business unit Strategic planning process
HOW TO EVALUATE
DO
MARKET OPPORTUNITY ANALYSIS
(MOA)
Carefully Monitor the
THREAT
HAVE A
GREAT
[Goal Formulation]
STRATEGY FORMATION
Goals indicate what a business unit
wants to achieve, STRATEGY is a
game plan for getting there.
Starting point for STRATEGY thinking
OVERALL COST LEADERSHIP
DIFFERENTATION
FOCUS
PROGRAM FORMULATION
Estimate cost [Important task]
IMPLEMENTATION
Even a great marketing strategy can be sabotaged by
poor implementation
SO BE CAREFULL
Matters
Planning activities SWOT Analysis Strategies formulation
Program formulation Implementation
CREDIT
Philips kotler
Marketing Management : a south Asian perspective
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Prof. Sameer Mathur IIM-L
Marketing Management : DR. Ajeet Kumar Shukla
Slideshare.net
PRESENTATION BY
B. COM, MAHATMA GANDHI KASHI VIDYAPITH
VARANASI
INTERN IIM-L (MARKETING MANAGEMENT)
MENTOR: PROF. SAMEER MATHUR
THANK YOU