chapter thre Human Resource Strategic Planning

chapter thre Human Resource Strategic Planning

1. Chapter 2
STRATEGIC PLANNING
and the
Marketing Process
2-1

2. STRATEGIC PLANNING:
types of plans
•Annual plan
•Long-range plan
•Strategic plan
2-2

3. STRATEGIC PLANNING:
annual plan
•Marketing objectives
•Implementation details
•Detailed budget
2-3

4. STRATEGIC PLANNING:
long range plan
•Long-term objectives
•Major strategies
•Resources required
2-4

5. STRATEGIC PLANNING
STRATEGIC PLANNING:
process
•Identify opportunities in environment
•Match opportunities with capabilities
•Build goals around opportunities
2-5

6. STRATEGIC PLANNING:
steps in strategic planning
Defining
the
company
mission
Setting
company
objectives
and goals
Designing
the
business
portfolio
Planning,
marketing,
and other
functional
strategies
2-6

7. STRATEGIC PLANNING:
defining the mission
•MISSION STATEMENT
•Purpose
•Guides people’s efforts
•Understand values
•Ethical behaviour
2-7

8. STRATEGIC PLANNING:
mission statement criteria
•Market-oriented
•Realistic
•Specific
•Appropriate for the environment
•Based on competencies
•Motivating
2-8

9. STRATEGIC PLANNING:
setting goals and objectives
•Business objectives
•Marketing objectives
•for each level
•specific and verifiable
•Supporting marketing strategies
2-9

10. Designing the Business Portfolio
Analyzing
the
current
portfolio
Plan
functional
strategies
2-10
Develop
growth
strategies

11. Designing the Business Portfolio:
analyzing the current portfolio
•Identify key businesses
•Assess attractiveness of each business
•Determine appropriate support level
2-11

12. The BCG Growth-Share Matrix
Low
?? ?
Low
High
High
Market growth rate
Relative market share
Star
Cash cow
Question mark
Dog
2-12

13. The GE Planning Grid
Business strength
AverageStrong Weak
High
Medium
Low
Industry attractiveness
2-13
A
B

14. Designing the Business Portfolio:
problems with matrix approaches
•Difficult and time consuming
•Costly
•Focus on current business over future
•Overemphasis on market share and growth
•About 75% of Fortune 500 still find useful
2-14

15. Designing the Business Portfolio:
developing growth strategies
4. Diversification
2. Market
development
3. Product
development
Existing
products
New
products
Existing
markets
New
markets
2-15
1. Market
penetration

16. Designing the Business Portfolio:
planning functional strategies
•Marketing’s Role
•guiding philosophy the marketing concept
•identify opportunities
•evaluate potential
•develop unit marketing strategies
2-16

17. Target
Consumers
Product
Place Price
Promotion
Competitors
Marketing
Channels
PublicsSuppliers
Technological-
natural
environment
Political-
legal
environment
Social-
cultural
environment
Demographic-
economic
environment
2-19

18. Target Consumers
Market Targeting
MarketPositioning
MarketSegmentation
2-20

19. Target Consumers:
market segmentation
•Group of consumers
•With a similar response
•To a given set of marketing stimuli
2-21

20. Target Consumers:
market targeting
•Evaluating each segment’s attractiveness
•Selecting one or more segments to enter
•Single or multiple segment strategy
2-22

21. Target Consumers:
market positioning
•Product occupies:
•position in consumer’s mind
•clear
•distinct
•desirable relative to competition
2-23

22. The Marketing Mix
Product
Target
consumers
Promotion
Price
Place
2-24

23. Marketing Strategies
For Competitive Advantage
Market-leaders
Market-followers
Marketnichers
2-25

24. Managing the Marketing Effort
PLANNING
Strategic Plans
Marketing Plans
IMPLEMENTATION
Carry Out
Plans
Analysis
CONTROL
Measure Results
Evaluate Results
Corrective
Action
2-26

25. Marketing Planning:
marketing plan contents
•Executive summary
•Current target market and marketing mix
•Analysis of opportunities and threats
•Objectives and issues
•Marketing strategy
•Action programs
•Budgets and controls
2-27

26. Marketing Implementation
People
Organization
structure
Decision &
Reward systems
Fit with company culture
2-28

27. Marketing Organization
•By marketing function performed
•By geographic areas covered
•By product or brand responsibility
•By markets served
•Multiple approaches for large companies
2-29

28. Marketing Control
Set Goals
Measure
Performance
Evaluate
Performance
Take Corrective
Action
2-30