Bec doms ppt on corporate strategic planning
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Transcript of Bec doms ppt on corporate strategic planning
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Corporate Strategic Planning
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Outline Introduction Meaning & Role of Strategic Planning Corporate Mission Strategic Business Units (SBU) Marketing Audit
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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 Resources
Changing Environment
Strategic Fit
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The Role of Strategy
CorporateMission &Objectives
Strategy:•Corporate•Business•Functional
Operating Plans
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Sun Tze on Strategy “Know your enemy, know yourself, and
your victory will not be threatened. Know the terrain, know the weather, and your victory will be complete.”
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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
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Examples of Corporate Mission
SINGAPORE AIRLINES is engaged in air transportation and related businesses. It operates world-wide as the flag carrier of the Republic of Singapore, aiming to provide services of the highest quality at reasonable prices for customers and a profit for the company
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Examples of Corporate Mission (cont’d)
MARRIOTT’S Mission Statement:
We are committed to being the best lodging and food service company in the world, by treating employees in ways that create extraordinary customer service and shareholder value
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Corporate Culture The most abstract level of managerial thinking How do you define culture? What is the significance of culture to an
organization? How does marketing affect culture in the
organization?
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Corporate Objectives & Goals An objective is a long-range purpose
Not quantified and not limited to a time period E.g. increasing the return on shareholders’ equity
A goal is a measurable objective of the business Attainable at some specific future date through planned actions E.g. 10% growth in the next two years
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What is a Strategic Business Unit? (SBU)
A set of products or product lines With clear independence from other products or
product lines for which a business or marketing strategy should be
designed
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Characteristics of a viable SBU 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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Organizational Marketing Levels
Hofer and Schendel suggested that organizations develop strategies at three structural levels:
Corporate level—(corporate marketing) SBU level—(Strategic Marketing) Product/Market level—(Functional Marketing)
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Marketing at the SBU Level—Strategic Marketing
Strategic Marketing requires Detailed understanding of market needs, and Proactive use of competitive intelligence at the
corporate as well as SBU’s levels
Strategic Marketing Focuses on what the firm do best at the SBU level To secure and maintain a sustainable competitive
advantage
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What is Competitive Advantage? “Competitive advantage is a company’s ability to
perform in one or more ways that competitors cannot or will not match.” Philip Kotler
“If you don’t have a competitive advantage, don’t compete.” Jack Welch, GE
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Other Characteristics of Competitive Advantage
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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Seeking Competitive Advantages Positions of advantage
Superior customer value Lower relative total cost
Performance advantages Customer satisfaction, Loyalty, Market Share, Profit
Sources of advantages Superior skills & knowledge, Superior resources,
Superior business process
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Key Elements of Marketing Strategy Formulation
The strategic 3 Cs Customers, Competitors & the Corporation
Environment analysis -- PEST Strategic Marketing Decisions
Where to compete How to compete When to compete
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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
A Viable Marketing Strategy
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Situation Analysis Internal Analysis—company; capability etc.
External Analysis—customers, market definition, industry structure
SWOT Analysis Strengths, Weaknesses, Opportunities & Threats Identify & prioritize major problems and opportunities:
selection of key issues Based on the firm’s core competencies, decide on
future options
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Marketing Audit“Marketing audit is a comprehensive, systematic,
independent, and periodic examination of a company’s—or business unit’s—marketing environment, objectives, strategies, and activities with a view to determining problem areas and opportunities and recommending a plan of action to improve the company’s marketing performance” Philip Kotler
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Characteristics of Marketing Audit Comprehensive
Must cover all marketing areas Systematic
Sequential diagnostic steps
Independent Internal & external auditors
Periodic Performed at regular intervals
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Marketing Audit Procedure Marketing environment audit Marketing strategy audit Marketing organization audit Marketing system audit Marketing productivity audit Marketing function audit Marketing excellence review Ethical and social responsibility review