logging in or signing up Chapter 3 kristine1229 Download Post to : URL : Related Presentations : Share Add to Flag Embed Email Send to Blogs and Networks Add to Channel Uploaded from authorPOINT lite Insert YouTube videos in PowerPont slides with aS Desktop Copy embed code: Embed: Flash iPad Dynamic Copy Does not support media & animations Automatically changes to Flash or non-Flash embed WordPress Embed Customize Embed URL: Copy Thumbnail: Copy The presentation is successfully added In Your Favorites. Views: 1611 Category: Education License: All Rights Reserved Like it (39) Dislike it (36) Added: July 12, 2010 This Presentation is Public Favorites: 1 Presentation Description No description available. Comments Posting comment... Premium member Presentation Transcript Slide 1: Chapter 3 Winning Markets: Market-Oriented Strategic Planning Marketing Management Tenth Edition Philip Kotler Objectives : Objectives Corporate and division strategic planing Business unit planning The marketing process Product level planning The marketing plan Market-Oriented Strategic Planning : Market-Oriented Strategic Planning Market-Oriented Strategic Planning : Market-Oriented Strategic Planning Corporate Headquarters Planning : Corporate Headquarters Planning Define the corporate mission Establish strategic business units (SBUs) Assign resources to SBUs Plan new business, downsize older businesses Strategic-Planning, Implementation, and Control Process : Strategic-Planning, Implementation, and Control Process Planning Good Mission Statements: : Good Mission Statements: The Boston Consulting Group’s Growth-Share Matrix : The Boston Consulting Group’s Growth-Share Matrix Market Attractiveness: Competitive- Position Portfolio Classification : Market Attractiveness: Competitive- Position Portfolio Classification The Strategic-Planning Gap : The Strategic-Planning Gap Three Intensive Growth Strategies: Ansoff’s Product/Market Expansion Grid : Three Intensive Growth Strategies: Ansoff’s Product/Market Expansion Grid 4. Diversification Opportunity Matrix : 1 4 2 3 High Low High Low Attractiveness Success Probability Opportunities Opportunity Matrix 1. Company develops a more powerful lighting system 2. Company develops a device for measuring the energy efficiency of any lighting system 3. Company develops a device for measuring illumination level 4. Company develops a software program to teach lighting fundamentals to TV studio personnel Threat Matrix : Threat Matrix 1. Competitor develops a superior lighting system 2. Major prolonged economic depression 3. Higher costs 4. Legislation to reduce number of TV studio licenses 1 4 2 3 High Low High Low Seriousness Probability of Occurrence Threats The McKinsey 7-S Framework : The McKinsey 7-S Framework The Value-Delivery Process : The Value-Delivery Process (a) Traditional physical process sequence (b) Value creation & delivery sequence The Marketing Plan : The Marketing Plan Executive Summary & Table of Contents Current Marketing Situation Opportunity & Issue Analysis Objectives Marketing Strategy Action Programs Projected Profit-and-loss Controls Factors Influencing Company Marketing Strategy : Factors Influencing Company Marketing Strategy Target customers Review : Review Corporate and division strategic planing Business unit planning The marketing process Product level planning The marketing plan You do not have the permission to view this presentation. In order to view it, please contact the author of the presentation.