1 / 13

Strategic Planning and Execution

Strategic Planning and Execution. Present to Future… Dimple Grover dimple.grover@asci.org.in. Strategic Planning. Strategic Planning.

manzer
Download Presentation

Strategic Planning and Execution

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. Strategic Planning and Execution Present to Future… Dimple Grover dimple.grover@asci.org.in

  2. Strategic Planning

  3. Strategic Planning A strategic business plan describes the overall direction an organization will pursue within its environment and also guides the allocation of resources. It provides the logic that integrates the perspectives of functional departments and operating units, and points them all in the same direction.

  4. A Total Quality Approach • This is a process- and out-put related philosophy, striving to satisfy customers effectively. It always: • Seeks to satisfy customers • Has a top management commitment • Emphasizes continuous improvement • Requires support from employees, suppliers, and distribution intermediaries

  5. Keys to Effective Planning Setting marketing objectives Performing Situational Analysis Establishing SBU Define organizational mission Developing marketing Strategy Monitoring Results Implementing tactical plan

  6. Defining Organizational Mission • A long-term commitment • Describes the scope of the firm and its dominant emphasis and values,” based on a firm’s history, current management preferences, resources, and distinctive competence, and on environmental factors.

  7. Establishing Strategic Business Unit Each of a firm’s Strategic Business Units (SBU ) has six attributes: • A specific target market • Its own senior marketing executive • Control over its resources • Its own marketing strategy • Clear-cut competition • Distinct differential advantages

  8. Setting Marketing Objectives • Establish the firm’s goals for each SBU. Objectives are described in both quantitative terms (dollar sales, percentage profit growth, and market share), and qualitative terms (image, level of innovativeness, and industry leadership role). • Without clearly identified objectives, firms often fail.

  9. Planning Process • SWOT Analysis • Internal factors include: • Strengths • Weaknesses • External factors include: • Opportunities • Threats • The SWOT analysis is a continuous review of a firm’s market position.

  10. Developing Marketing Strategy • A marketing strategy outlines the way in which the marketing mix is used to attract and satisfy the target market. • A separate strategy is necessary for each SBU.

  11. Implementing Tactical Plan • A tactical plan specifies the short-run actions (tactics) that a firm undertakes in implementing a given marketing strategy. It has three basic elements: • Specific Tasks • Time Frame • Resource Allocation

  12. Monitoring Results • Continuous monitoring of performance • Regular use of proper strategy adjustments • Maintenance of a customer-oriented focus • Stressing positive written and oral communication among employees and channel members.

  13. Strategic Plan Present to Future…

More Related