东华大学市场营销学课件 (1)
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STRATEGIC PLANNING
AND MARKETING’S ROLE IN THE ORGANIZATION
Chapter Objectives
1. Discuss company-wide strategic planning and its four steps. 2. Describe how companies develop mission statements and objectives. 3. Explain how companies evaluate and develop their “business portfolios.” 4. Discuss marketing’s role in strategic planning. 5. Describe the marketing management process and the force that influence it.
Strategic Planning
• Changes
• Chances & Challenge • Creation & Competence
Figure 2-1 Steps in strategic planning
Corporate level
Business unit, product, and market level
Figure 2-5 Marketing opportunity identification through the product-market expansion grid Product/market expansion grid: A portfolio-planning tool for
Business Objectives
Research new fertilizers
Improve profit to support research
Fertilizer
Divwk.baidu.comsion
Marketing strategy
Enter new foreign markets Cut price and call on large farms abroad
• Strategic business unit(SBU): A unit of the company that has a separate mission and objectives and can be planned for independently from other company businesses. An SBU can be a company division, a product line within a division, or sometimes a single product or brand.
We provide fantasies and entertainment-a place where America still works the way it’s supposed to.
Disney
We run theme parks.
Wal-Mart
We run discount stores. We make copying, fax, and other office machines. We sell grass seed and fertilizer. We sell tools and home repair/improvement items.
Analyzing the Current Business Portfolio
• Portfolio analysis: A tool by which management identifies and evaluates the various business that make up the company.
We offer products and services that deliver value to Middle Americas.
We make businesses more productive by helping them scan, store, retrieve, revise, distribute, print, and publish documents. We deliver green, healthy-looking yard. We provide advice and solutions that transformed ham-handed homeowners into Mr. and Ms. Fixits.
identifying company growth opportunities through market penetration, market development, product development, or diversification.
•1. Market penetration: A strategy for company growth by increasing sales of current products to current market segments without changing the product in any way.
Star Question mark
Cash cow
Dog
High
Low
Relative market share
Figure 2-4 The strategic businessplanning grid
Strategic businessplanning grid: A comprehensive portfolio planning tool which uses a matrix with two dimensions-one representing industry attractiveness and one representing company strength in the industry.
•2. Market development: A strategy for company growth that identifies and develops new market segments for current company products. •3.Product development: A strategy for company growth that offers modified or new products to current market segments. The product concept is developed into a physical product in order to assure that the product idea can be turned into a workable product. •4.Diversification: A strategy for company growth that starts or acquires businesses outside the company’s current products and markets. Go back
Designing the business portfolio Planning, marketing and other functional strategies
Defining the company mission
Setting company objectives and goals
Strategic planning
Mission statement
The definition:
A mission statement is a statement of the organization’s purpose—what it wants to accomplish in the larger environment.
Strategic Planning
The Definition:
Strategic planning is the process of developing and maintaining a strategic fit between the organization’s goals and capabilities and its changing marketing opportunities. It relies on developing a clear company mission, supporting objectives, a sound business portfolio, and coordinated functional strategies.
Figure 2-2
Hierarchy of objectives for the International Minerals and Chemical Corporation,
Marketing Objectives
Increase sales Increase market share in domestic market Reduce costs Business mission Increase agricultural productivity
A Portfolio Theory Risk VS Return
E(R)
SML
• Ri=Rf+(Rm-Rσ) βi
Rf
σp2 = x12 σ12 + x22 σ22 + 2x1x2 σ12 β(i) = cov(i,m) / variance(m) cov(i,m) / σm2
β
Figure 2-3 The BCG growth-share matrix
• Defining the Company Mission
• Setting Company Objectives and Goals
• Designing the Business Portfolio
• Planning, Marketing and other Functional Strategies • Strategic Planning and Small Business
Growth-share matrix: A portfolio-planning method that evaluates a company’s strategic business units in terms of their market growth rate and relative market share. SBUs are classified as stars, cash cows, question marks, or dogs.
Table 2-1 Market-oriented business definitions
Company Revlon Product-Oriented Definition We make cosmetics. Market-Oriented Definition
We sell lifestyle and self-expression; success and status; memories, hopes, and dreams.
Xerox
O.M.Scott Home Depot
Setting Company Objectives and Goals
• • • • Sales Market Share Reputation / Good Will ROI / ROE
Setting Company Objectives and Goals
Business strength Strong Average Weak Industry attractiveness
High
Medium Low
Developing Growth Strategies
Existing product Existing marketing New markets 1. Market penetration 2. Market development New products 3. Product development 4. Diversification
Increase product availability and promotion
Designing the Business portfolio
• Business portfolio: The collection of businesses and products that make up the company. • The company must: (1) Analyzing the current business portfolio (2) Develop growth strategies
AND MARKETING’S ROLE IN THE ORGANIZATION
Chapter Objectives
1. Discuss company-wide strategic planning and its four steps. 2. Describe how companies develop mission statements and objectives. 3. Explain how companies evaluate and develop their “business portfolios.” 4. Discuss marketing’s role in strategic planning. 5. Describe the marketing management process and the force that influence it.
Strategic Planning
• Changes
• Chances & Challenge • Creation & Competence
Figure 2-1 Steps in strategic planning
Corporate level
Business unit, product, and market level
Figure 2-5 Marketing opportunity identification through the product-market expansion grid Product/market expansion grid: A portfolio-planning tool for
Business Objectives
Research new fertilizers
Improve profit to support research
Fertilizer
Divwk.baidu.comsion
Marketing strategy
Enter new foreign markets Cut price and call on large farms abroad
• Strategic business unit(SBU): A unit of the company that has a separate mission and objectives and can be planned for independently from other company businesses. An SBU can be a company division, a product line within a division, or sometimes a single product or brand.
We provide fantasies and entertainment-a place where America still works the way it’s supposed to.
Disney
We run theme parks.
Wal-Mart
We run discount stores. We make copying, fax, and other office machines. We sell grass seed and fertilizer. We sell tools and home repair/improvement items.
Analyzing the Current Business Portfolio
• Portfolio analysis: A tool by which management identifies and evaluates the various business that make up the company.
We offer products and services that deliver value to Middle Americas.
We make businesses more productive by helping them scan, store, retrieve, revise, distribute, print, and publish documents. We deliver green, healthy-looking yard. We provide advice and solutions that transformed ham-handed homeowners into Mr. and Ms. Fixits.
identifying company growth opportunities through market penetration, market development, product development, or diversification.
•1. Market penetration: A strategy for company growth by increasing sales of current products to current market segments without changing the product in any way.
Star Question mark
Cash cow
Dog
High
Low
Relative market share
Figure 2-4 The strategic businessplanning grid
Strategic businessplanning grid: A comprehensive portfolio planning tool which uses a matrix with two dimensions-one representing industry attractiveness and one representing company strength in the industry.
•2. Market development: A strategy for company growth that identifies and develops new market segments for current company products. •3.Product development: A strategy for company growth that offers modified or new products to current market segments. The product concept is developed into a physical product in order to assure that the product idea can be turned into a workable product. •4.Diversification: A strategy for company growth that starts or acquires businesses outside the company’s current products and markets. Go back
Designing the business portfolio Planning, marketing and other functional strategies
Defining the company mission
Setting company objectives and goals
Strategic planning
Mission statement
The definition:
A mission statement is a statement of the organization’s purpose—what it wants to accomplish in the larger environment.
Strategic Planning
The Definition:
Strategic planning is the process of developing and maintaining a strategic fit between the organization’s goals and capabilities and its changing marketing opportunities. It relies on developing a clear company mission, supporting objectives, a sound business portfolio, and coordinated functional strategies.
Figure 2-2
Hierarchy of objectives for the International Minerals and Chemical Corporation,
Marketing Objectives
Increase sales Increase market share in domestic market Reduce costs Business mission Increase agricultural productivity
A Portfolio Theory Risk VS Return
E(R)
SML
• Ri=Rf+(Rm-Rσ) βi
Rf
σp2 = x12 σ12 + x22 σ22 + 2x1x2 σ12 β(i) = cov(i,m) / variance(m) cov(i,m) / σm2
β
Figure 2-3 The BCG growth-share matrix
• Defining the Company Mission
• Setting Company Objectives and Goals
• Designing the Business Portfolio
• Planning, Marketing and other Functional Strategies • Strategic Planning and Small Business
Growth-share matrix: A portfolio-planning method that evaluates a company’s strategic business units in terms of their market growth rate and relative market share. SBUs are classified as stars, cash cows, question marks, or dogs.
Table 2-1 Market-oriented business definitions
Company Revlon Product-Oriented Definition We make cosmetics. Market-Oriented Definition
We sell lifestyle and self-expression; success and status; memories, hopes, and dreams.
Xerox
O.M.Scott Home Depot
Setting Company Objectives and Goals
• • • • Sales Market Share Reputation / Good Will ROI / ROE
Setting Company Objectives and Goals
Business strength Strong Average Weak Industry attractiveness
High
Medium Low
Developing Growth Strategies
Existing product Existing marketing New markets 1. Market penetration 2. Market development New products 3. Product development 4. Diversification
Increase product availability and promotion
Designing the Business portfolio
• Business portfolio: The collection of businesses and products that make up the company. • The company must: (1) Analyzing the current business portfolio (2) Develop growth strategies