Strategic management and planning

Jdickenson

Informations

• Publié par: porthos
• Nombre de lectures: 492
• Langue: English

Extrait

Strategic Marketing and Planning

Strategic Planning

wStrategic planning is the managerial process of developing and maintaining aviable fitbetween the organisation’s objectives and resources, and its changing market opportunities wTheaimof strategic planning is to shape and reshape the company’s businesses and products to produce satisfactory profits and growth

Corporate Level

Corporate Strategy Mission and vision Objectives Business portfolio strategy Resource development Corporate values

Strategic SBU Business Strategy Unit Level

Functional Level of Marketing Strategy SBU Marketing objectives Product markets strategies

gy Hierarchy

SBU Strategy Business definition Objectives Product market portfolio Competitive strategy Resource allocation and mana ement

R&D Strategy Technology Product development

Production and operation strategy

Finance and administration Strategy

SBU Strategy

Human resources Strategy

Strategic Marketing Management

wThe mark of an excellent company is how it responds to a continuously changing environment wBenefits of planning management becomes proactive n n facilitates integration n communicates management intent n ensures activities are goaloriented n monitor progress towards goals

Planning hierarchy

Three levels: wCorporate strategic plan wStrategic Business Unit plan wMarketing plan

Corporate Strategic Plans

Corporate strategic planning concerns the organisation as a whole and ultimately deals with the allocation of funds across SBUs and returns generated on those funds