Académique Documents
Professionnel Documents
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Outline
Introduction Meaning & Role of Strategic Planning Corporate Mission Strategic Business Units (SBU)
Strategic Planning
is the managerial process of developing and maintaining a strategic fit between the organization's objectives and resources and its changing market opportunities.
Org Objectives Strategic Fit Resources
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Changing Environment
Operating Plans
and your victory will not be threatened. Know the terrain, know the weather, and your victory will be complete.
Strategic Marketing
Marketing Strategy is a series of integrated actions leading to a sustainable competitive advantage. John Scully
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Corporate Mission
Broad purposes of the organization General criteria for assessing the long-
term organizational effectiveness Driven by heritage & environment Mission statements are increasingly being developed at the SBU level as well
Corporate Culture
The most abstract level of managerial thinking How do you define culture? What is the significance of culture to
an organization?
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Unique business mission Definable set of competitors Integrative planning done independently Responsible for resource management in all
areas Large enough but not so large as to become bureaucratic
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Substantiality
Is it substantial enough to make a difference? Sustainability Can it be neutralized by competitors quickly? Ability to be leveraged into visible business attributes that will influence customers
(Source: Strategic Marketing Management, Aakers)
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Positions of advantage
Superior customer value Lower relative total cost Performance advantages Customer satisfaction, Loyalty, Market Share,
Sources of advantages
Profit
The strategic 3 Cs
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A Viable Strategy
Must have a clearly defined market Must have a good match between
corporate strengths and market needs Must have significant positive differentiation in the key success factors of the business
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Situation Analysis Internal Analysiscompany; capability etc. External Analysiscustomers, market definition, industry structure SWOT Analysis
& Threats