Operational Planning First-line managers focus on day-to-day execution of functional plans Such planning includes detailed annual semiannual, or quarterly plans Example: units of a product a salesperson needs to sell per month O Copy rights reserved, Zou Deqiang 11
11 11 © Copy rights reserved, Zou Deqiang Operational Planning • First-line managers focus on day-to-day execution of functional plans • Such planning includes detailed annual, semiannual, or quarterly plans ¾Example: units of a product a salesperson needs to sell per month
All Business Planning Is an Integrated Activity Strategic, functional, and operational plans must work together for benefit of whole firm Marketers must fully understand how they fit with the organizations direction and resources O Copy rights reserved, Zou Deqiang
12 12 © Copy rights reserved, Zou Deqiang All Business Planning Is an Integrated Activity • Strategic, functional, and operational plans must work together for benefit of whole firm • Marketers must fully understand how they fit with the organization’s direction and resources
Strategic Planning: Framing the Picture Very large multiproduct firms have divisions called strategic business units(SBUS Individual units within the firm that operate like separate businesses with each having its own mission, business objectives, resources, managers and competitors In these firms, strategic planning done at both the corporate and SBU levels O Copy rights reserved, Zou Deqiang
13 13 © Copy rights reserved, Zou Deqiang Strategic Planning: Framing the Picture • Very large multiproduct firms have divisions called strategic business units (SBUs) ¾Individual units within the firm that operate like separate businesses with each having its own mission, business objectives, resources, managers, and competitors • In these firms, strategic planning done at both the corporate and SBU levels
Steps in Strategic Planning Business unit, product, Corporate level and market level Defining Setting company Designing Planning marketing the company and other functional mission and goals portfolio O Copy rights reserved, Zou Deqiang
14 14 © Copy rights reserved, Zou Deqiang Steps in Strategic Planning
Jan. Feb. Mar. Apr. May Jun. JuL. Aug. Sep. Oct. Nov. Dec esource Corporate Issues Strategy allocation Budget review priorities approval Strategy SBU strategic Budget SBU guidelines plans guidelines budgets SBU-level Strategy Programmes activit development and budgets General Electric' s strategic planning cycle
15 General Electric’s strategic planning cycle