1. 3. Strategic planning

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

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

4. 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

5. 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

6. Defining a Market-Oriented Mission
Shan-Yu Chou

7. 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

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

9. 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

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

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

12. 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

13. 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

14. 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

15. 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
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16. Positioning
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17. Positioning changes with economic environment
Example: Target
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18. The Marketing Plan
The Marketing Plan
Shan-Yu Chou

19. 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