How is strategic planningcarried out at different levels of

the organization?

Suneel Anumolu

The Strategic Planning, Implementation, and Control Processes

Corporate and Division StrategicPlanning

1. Defining the corporate mission

2. Establishing strategic business units

3. Assigning resources to each strategic business unit

4. Assessing growth opportunities

Levels of a Marketing Plan

Strategic• Target marketing decisions

• Value proposition

• Analysis of marketing opportunities

Tactical• Product features

• Promotion

• Merchandising

• Pricing

• Sales channels

• Service

Focus on limited number of goalsFocus on limited number of goals

Stress major policies and valuesStress major policies and values

Define major competitive spheresDefine major competitive spheres

Good Mission Statementsfive major characteristics.

Take a long-term viewTake a long-term view

Short, memorable, meaningfulShort, memorable, meaningful

Company Product Market

Missouri-Pacific Railroad

We run a railroad We are a people-and-goods mover

Xerox We make copying equipment

We improve office productivity

Standard Oil We sell gasoline We supply energy

Columbia Pictures We make movies We entertain people

Product-Oriented versus Market-Oriented Definitions of a Business

The Kate Spade brand allows LizClaiborne to attract a more youthfulcustomer

The Strategic Planning Gap

Characteristics of SBUs

• It is a single business or collection of related businesses

• It has its own set of competitors

• It has a leader responsible for strategic planning and profitability

The Business Unit Strategic-Planning Process

Swot Analysis

Opportunity and Threat Matrices

Vodafone has actively partneredwith a number of other firms to helpdrive its innovation.

PORTER’S GENERIC STRATEGIES

Feedback and Control