STRATEGIC PLANNING& MARKETING MANAGEMENT

1. Chapter 1 STRATEGIC PLANNING& MARKETING MANAGEMENT

2. Chapter 1Strategic Planning &Marketing Management planning implementing controlling • Measuring results • Diagnosing results • Taking corrective action • Corporate planning • Division planning • Business planning • Product planning • Organizing • implementing Strategy Planning,Implementation,and Control Process

3. Chapter 1Strategic Planning &Marketing Management In this chapter, we focus on 3 parts: • 1. Strategy planning • 2. Strategy implementing • 3. Strategy controlling

4. Chapter 1Strategic Planning &Marketing Management 1. Strategy planning • 1.1 Content and levels of strategic planning • 1.2 Process of strategy-planning • 1.3 Planning of marketing

5. Chapter 1Strategic Planning &Marketing Management 1. 1 Content and levels of strategic planning • 1.1.1 What is Strategic Planning • 1.1.2 Content of Strategy Planning • 1.1.3 Levels of Strategy Planning • 1.1.4 Content of Corporate and Division Strategic Planning

6. Chapter 1Strategic Planning &Marketing Management 1.1.1 what is Strategic Planning Strategic Planning: The managerial process of developing and maintaining a viable fit between the organization`s goals and skills, and resources and its changing marketing opportunities. 在组织目标、技能、资源和它的各种变化市场机会之间建立 与保持一种可行的适应性的管理过程。 Key point: managerial process viable fit Aim: Shape and reshape the company’s business and product so that they yield target profit and growth.

7. Chapter 1Strategic Planning &Marketing Management 1.1.2 Content of strategy planning Content:Managing a company’s business as an investment portfolio Assessing accurately each business by considering the market’s growth rate and the company’s position and fit in that market Strategy • Importance: Railway Automobile Industry Policy

8. Chapter 1Strategic Planning &Marketing Management 1.1.3 Levels of Strategy Planning (1). Corporate level: To guide the whole enterprise into the profitable future. It makes decisions on how much resource support to allocate to each division, as well as which business to start or eliminate . (2). Division level Establishing a division plan covering the allocation of funds to each business unit within the division. (3). Business unit level Developing a business unit strategy to carry that business unit into a profitable future. (4). Product level Developing a marking plan for achieving its objectives in its product market. Different from the text!

9. Chapter 1Strategic Planning &Marketing Management 1.1.4 CONTENT OF CORPORATE AND DIVISION STRATEGIC PLANNING • Define the corporate mission • Establishing strategic business units • Assigning resources to each SBU • Planning new business

10. Chapter 1Strategic Planning &Marketing Management 1.1.4.1 Define the corporate mission Each company’s mission is shaped by five element • History • Current preference of owners and management • Market environment • Resource • Distinctive competence

11. Chapter 1Strategic Planning &Marketing Management 1.1.4.2 Establishing strategic business units • Most companies operate several businesses • Market definitions of a business are superior to product definitions Horse-carriage———Automobile • Avoid two trend Too narrow Too broad

12. Chapter 1Strategic Planning &Marketing Management 1.1.4.3 Assigning Resource to Each SBU General Frame

13. Chapter 1Strategic Planning &Marketing Management Growth-share matrix Relative Market Share The Boston consulting Group’s Growth-share Matrix : Market growth Rate

14. Chapter 1Strategic Planning &Marketing Management Stars: Spending substantial funds to keep up with the high market growth and fight off competitor' attacks Cash cows:Financing a little capacity expansion,use its cash to support other business Dogs: Divesting Question marks :Treat individually Thinking hard about whether to keep pouring money into this business

15. BUSINESS STRENGTH Joints Pumps Aerospace fittings Clutches Fuel pumps Flexible diaphragms Relief valves STRONG MEDIUM WEAK HIGH MEDIUM LOW MARKET ATTRACTIVENESS 3.67 2.33 1.00 5.00 3.67 2.33 1.00 Invest/Grow Selectivity/Earning Harvest/Divest Multifactor Portfolio Matrix

16. 保持优势 • 以最快可行的速度投资发展 • 集中努力保持力量 投资建设 • 挑战市场领先者 • 有选择加强力量 • 加强薄弱地区 有选择发展 • 集中有限力量 • 努力克服缺点 • 如无明显增长就放弃 高 中 低 市场吸引力 选择发展 • 在最有吸引力部分重点投资 • 加强竞争力 • 提高生产力加强获利能力 选择或设法保持现有收入 • 保护现有计划 • 在获利能力强、风险相对低的部门集中投资 有些发展或缩减 • 寻早风险小的发展办法，否则尽量减少投资，合理经营 固守和调整 • 设法保持现有收入 • 集中力量于有吸引力的部门 • 保存防御力量 设法保持现有收入 • 在大部分获利部门保持优势 • 给产品线升级 • 尽量降低投资 放弃 • 在赚钱机会最小时售出 • 降低固定成本同时避免投资 强 中 弱 多因素投资组合矩阵

17. Chapter 1Strategic Planning &Marketing Management 1.1.4.4 Planning New Business • Intensive Growth: Identify opportunities to achieve further growth within the company’s current business. • Integrative growth: Identify opportunities to build or acquire business that are related to the company’s current business. • Diversification growth: Identify opportunities to add attractive business that are unrelated to the company’s current business.

18. Chapter 1Strategic Planning &Marketing Management Intensive growth Integrative growth Diversification Growth Market penetration 市场渗透 Market development 市场开发 Product development 产品开发 Backward integration 后向一体化 Forward integration 前向一体化 Horizontal integration 水平一体化 Concentric Diversification 同心多样化（技术与营销） Horizontal Diversification 水平多样化（顾客） Conglomerate Diversification 跨行业多样化

19. Chapter 1Strategic Planning &Marketing Management Basic competitive strategies A.Overall cost leadership: Here the company looks hard to achieve the lowest costs of production and distribution so that it can price lower than its competitors and win a large market share. B.Differentiation : Here the company concentrate on creating a highly differentiated product line and marketing program.so that it comes across as the class leader in the industry. C.Focus :Here the company focuses its effort on serving a few market segments well rather than going after the whole market

20. Chapter 1Strategic Planning &Marketing Management External environment analysis Business missions Goal formulation Strategy formation Internal environment analysis Feedback And control Implementation Program formation 1.2 Process of strategy-planning SWOT analysis

21. Chapter 1Strategic Planning &Marketing Management 1.3 Planning of Marketing • 1.3.1 marketing process • 1.3.2 the nature and contents of a market • 1.3.3 organization of the marketing department

22. Chapter 1Strategic Planning &Marketing Management 1.3.1 Marketing process • Analyzing market opportunities • Developing market strategies • Planning marketing programs

23. Chapter 1 Strategic Planning &Marketing Management 1.3.2 the nature and contents of a market • Executive summary and table of contents • Current marketing situation • Opportunity and issue analysis • Objectives • Marketing strategy • Action programs • Projected profit-and-loss statement • controls 

24. Chapter 1Strategic Planning &Marketing Management 1.3.3 organization of the marketing department • Functional organization • Geographic organization • Product-or brand-management organization • Market-management organization • Corporate-divisional organization • Global organization

25. Chapter 1Strategic Planning &Marketing Management 2. Strategy implementation • Four sets of skills: • Diagnostic skills.(determine what went wrong) • Identification of company level.(discern whether problems occurred in the marketing function、program、polity) • Implementation skills.(budget resources,organize effectively,motivate others) • Evaluation skills.(evaluate results)

26. Chapter 1Strategic Planning &Marketing Management 3. Market control • Annual-plan control • Profitability control • Efficiency control • Strategy control 

27. Chapter 1Strategic Planning &Marketing Management Review • How is strategic planning carried out at the corporate,division,an business-unit levels? • What are the major steps in planning the marketing process? • How can a company effectively manage the marketing process?

28. Chapter 1Strategic Planning &Marketing Management Questions • What are the key factors of the success of a strategy? • SWOT Analysis :S（strengths） • W (weaknesses) • O (opportunity) • T (threats)

29. Chapter 1Strategic Planning &Marketing Management Questions • Considering the development strategy of the automobile industry in China.Can it achieve success?