5Strategic Planning

ZHU Huihuang Ph.D.
Associate Professor of marketing Sun Yat-Sen Business School, SYSU
E-mail :2687070551@https://www.360docs.net/doc/139185700.html,

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Strategic planning occurs at four levels:
Corporate level ? Division Di i i l level l ? Business unit level ? Product level
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Zhu Huihuang PH.D
10/23/2013
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1 2 3 4
Corporate level Division level Business unit level Product level
Zhu Huihuang PH.D
10/23/2013
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After reading this chapter students should:
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Know the characteristics of high performance business Understand what is meant by "strategic" planning K Know the th major j steps t i in strategic t t i planning l i and d th their i contribution to development of a successful strategy Understand the strengths and weaknesses of the business portfolio techniques Understand the difference between strategic and business unit planning Understand the contribution of the steps of business unit planning to the development of a successful business strategy Know what is meant by the “marketing management process” and its various steps Understand the contents of a marketing plan
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Objectives
R Resources
Skill Skills
Opportunities pp
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Market-oriented strategic planning -----balance b l &d development l t
Market-oriented strategic planning - the managerial process of developing and maintaining a viable fit between the organization’s objectives, skills and resources and its changing market opportunities in order to yield target profits and growth.
Objectives
Profit and Growth Skills Opportunities
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Resources

The Strategic Planning, Implementation, and Control Processes
Planning
Corporate planning p g Division planning Business planning Product planning l i
Zhu Huihuang PH.D
Implementation Organizing Implementing
Control
Measuring Results Diagnosing results Taking corrective action
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Corporate Headquarters Planning
3 Define
the corporate mission 3 Establish strategic business units (SBUs) 3 Assign resources to SBUs 3 Plan new business, downsize older businesses
Zhu Huihuang PH.D
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D fi i th Defining the mission i i
zWhat Wh t
i is our b business? i ? zWho is our customer? zWhat is of value to the customer? zWhat will our business be? zWhat should our business be?
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1、For more than 50 years, Our Credo has helped us in fulfilling our responsibilities to customers, customers employees, employees communities and stockholders. 2、The mission of Southwest Airlines is dedication to the highest quality of Customer Service delivered with a sense of warmth, , friendliness, , individual pride, p , and Company Spirit. T Our To O Employees….. E l
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