3. Strategic planning

Plan to Win Since plan to win, sales increased 87%, profit nearly 4 times, stock price tripled. 2008-2011, annual return to investors 12.7% vs. Standard & poor’s average 2.9% Shan-Yu Chou

Design portfolio strategies outline Strategic planning Design portfolio strategies The marketing process The marketing plan Shan-Yu Chou

What is Strategic Planning? “The process of developing and maintaining a strategic fit between the organization’s goals and capabilities and its changing marketing opportunities.” Strategic Planning Shan-Yu Chou

Four Steps of Strategic Planning Defining the purpose and mission Setting objectives and goals Designing the business portfolio Developing detailed marketing and departmental plans Strategic Planning Shan-Yu Chou

Defining a Market-Oriented Mission Shan-Yu Chou

Design portfolio strategies Portfolio Design Analyze the current business portfolio BCG matrix Shape the future business portfolio Product-market matrix Design portfolio strategies Shan-Yu Chou

Figure 2-2: Growth-Share Matrix Design portfolio strategies Shan-Yu Chou

The Future Role of Each SBU Build Hold Harvest Divest It can harvest the SBU, milking its short-term cash. It can invest more in the business unit. It can just enough to share at the current level It can divest the SBU by selling it or phasing it out and using the resources elsewhere. Design portfolio strategies Shan-Yu Chou

Figure 2-3: Product / Market Expansion Grid Design portfolio strategies Shan-Yu Chou

Design portfolio strategies Planning Marketing Marketers must practice Customer Relationship Management (CRM) and Partner Relationship Management. Design portfolio strategies Shan-Yu Chou

Marketing Process Analyzing marketing opportunities; Researching and Selecting target markets; Designing marketing strategies; Planning marketing programs; Implementing and Controlling. The Marketing Process Shan-Yu Chou

SWOT Analysis The marketer should conduct a SWOT analysis ,by which it evaluates the company’s overall strengths (S), weaknesses (W), opportunities (O), and threats (T). Shan-Yu Chou

The Value-Delivery Process (a) Traditional physical process sequence Sell the product Make the product Procure Design product Make Price Sell Advertise/ promote Distribute Service (b) Value creation & delivery sequence Choose the Value Provide the Value Communicate the Value Strategic marketing Tactical marketing The Marketing Process Shan-Yu Chou

Designing Customer-Driven Marketing Strategies 區隔市場 Market Segmentation 選擇目標市場 Market Targeting 市場定位 Market Positioning 15 Shan-Yu Chou

Positioning Shan-Yu Chou

Positioning changes with economic environment Example: Target Shan-Yu Chou

The Marketing Plan The Marketing Plan Shan-Yu Chou

MANAGING MARKETING STRATEGY and MARKETING MIX Competitors Marketing intermediaries Publics Suppliers information system planning organization organization and implementation Product Promotion Place Price Target customers Demographic/ economic environment Social/ cultural Technical/ physical Political/ legal The Marketing Plan Shan-Yu Chou