STRATEGIC PLANNING Chapter 4
STRATEGIC PLANNING Chapter 4
Topics in Strategic Planning Strategic planning in the organization Business portfolio analysis Marketing &z other Functional areas in the Strategic planning process Managing the marketing effort
Topics in Strategic Planning Strategic Planning in the Organization Business Portfolio Analysis Marketing & Other Functional Areas in the Strategic Planning Process Managing the Marketing Effort
Strateg y Broad plan used to guide the decisions and actions of everyone in the organization Focus on customer--otherwise risk marketing myopia
Strategy Broad plan used to guide the decisions and actions of everyone in the organization Focus on customer-- otherwise risk marketing myopia
Strategic Planning Responsibilities Strategic Long Management Planning Term definition: activities that lead to the development of a clear organizational mission organizational objectives and the strategies that enable the organization to achieve its objectives IrwinMcGraw-Hill o The McGraw-Hill Commpanies, Inc, 1998
Irwin/McGraw-Hill © The McGraw-Hill Companies, Inc., 1998 Strategic Planning Responsibilities Slide 4-1 definition: activities that lead to the development of a clear organizational mission, organizational objectives and the strategies that enable the organization to achieve its objectives. Strategic Planning Top Management Long Term
To Define business mission ask What is our business? Who is our customer? What will our business be? What should our business be?
To Define Business Mission ask • What is our business? • Who is our customer? • What will our business be? • What should our business be?