Goals and Plans

1. Principles of Marketing Goals and Plans Goal A desired future state that the organization wants to achieve. • What do we want? Plan A blueprint of the actions necessary to reach the desired goal. • How do we get there?

2. Principles of Marketing Mission Statement • Answers the question:What drives us? “Beat GM!” Honda Mission Statement “Crush Reebok” Nike A good Mission Statement: • Elicits an emotional, motivational response in company employees. • Is easily understood and can be transferred into individual action. • Points to a tangible and measurable goal. • Speaks to the competitive environment in which the company operates.

3. Principles of Marketing Levels of Goals/Plans - Honda • A Mission Statement describes our purpose. Mission Statement Beat General Motors • Strategic level is the “Big Picture”. Strategic Goals Strategic Plans Build cars for the American market. Senior Management • Tactics break strategies into steps. Tactical Goals Tactical Plans Develop car designs for American market. Middle Management • And smaller steps. Operational Goals Operational Plans Do research on American Market Lower Management

4. Principles of Marketing Mission Statement • A Mission Statement points to goals that are definable, measurable, actionable, and with emotional appeal that everyone understands and can act upon. Mission Statement An Organization’s Mission: • Reflects management’s vision of who the firm serves. • Provides a clear vision of what the firm provides customers. • Directs managers where the firm should be staking out a competitive position in the marketplace.

5. Mission Statement Principles of Marketing “To provide any customer a means of moving people and things up, down, and sideways over short distances, with higher reliability than any similar enterprise in the world.” Mission Statement Elevator

6. Principles of Marketing Mission Statement “To offer food prepared in the same high-quality manner world-wide, tasty, reasonably priced, and delivered in a consistent, low-key and friendly atmosphere.” Mission Statement

7. Principles of Marketing Mission Statement “To offer all of the fine customers in our territories all of their household needs in a manner in which they continue to think of us fondly.” Mission Statement “Become a $125 billion company by the year 2000”

8. Principles of Marketing Mission Statement • We are the eyes and ears of the nation and at times its hidden hand. We accomplish this mission by: • Collecting intelligence that matters. • Providing relevant, timely, and objective all-source analysis. • Conducting covert action at the direction of the President to preempt threats or achieve United States policy objectives. Mission Statement CIA

9. Principles of Marketing Mission Statement • “Become the dominant player in commercial aircraft and bring the world into the jet age" (1950) Mission Statement

10. Principles of Marketing Mission Statement “To be the number one sports and fitness company in the world." Mission Statement Nike

11. Principles of Marketing Strategic Goals and Plans Strategic Goals Strategic Plans • Strategic level is the “Big Picture”. Senior Management An Organization’s Strategic Goals: • Helps managers at lower levels focus. Avoids pitfall of them • trying to move in too many directions at once. Senior Management formulates Strategic Goals so: • Lower level managers know where the firm is at present. • And know where the firm is headed.

12. Principles of Marketing Strategic Goals and Plans Nike Strategic Goals Strategic Plans Senior Management • Protect and improve Nike’s position as the number one athletic brand in America. • Intensify the company’s effort to develop products that women want and need. • Explore the market for products specifically designed for the requirements of maturing Americans. • Continue the drive for increased margins through inventory management and new product development.

13. Human Relations Tactical and Operational Goals and Plans Tactical Goals Tactical Plans • Tactics break strategies into smaller more specific steps . Middle Management • And operational goals are even more specific steps . Operational Goals Operational Plans Lower Management

14. Principles of Marketing Tactical and Operational Goals and Plans Strategic Goal: Build momentum in fitness market. • Marketing manager works with advertising manager and sales manager to devise point-of-purchase displays for fitness centers. Sales manager incorporates sales calls to fitness centers in each salesperson’s sales plan. Strategic Goal: Increase margins via inventory management. • Purchasing managers evaluate production lead times and tighten ROPs. Information Technology manager assigns inventory analyst to task of updating with more current software.

15. Strategic Marketing Planning Principles of Marketing “Marketing Strategy” = The plan of action that describes resource allocation & activities for dealing with the environment to attain organizational marketing goals.

16. Principles of Marketing Strategic Marketing Questions • What changes and trends are occurring? • Who are the customers? • What products or services should we offer? • How can we offer these products or services efficiently?

17. Scan External Environment Identify Strategic Factors • National • Global • Opportunities • Threats Implementing Strategy via Changes in: Identify Strategic: Evaluate Current: Define New: • Mission • Goals • Grand Strategy • Structure • Human resources • Information & control systems • Mission • Goals • Grand Strategy SWOT • Corporate • Business • Functional Scan Internal Environment Identify Strategic Factors • Core Competence • Synergy • Value Creation • Strengths • Weaknesses Strategic Management Process Situation Analysis via SWOT

18. External Opportunities and Threats Competitors – what will emerge? The Economy Customers – what will they want? Trends in Technology Legal and Political Factors