1. Objectives Corporate and division strategic planing
Business unit planning
The marketing process
Product level planning
The marketing plan

2. Market-Oriented Strategic Planning
Objectives
Resources
Skills
Opportunities

3. Market-Oriented Strategic Planning
Objectives
Resources
Profit
and
Growth
Skills
Opportunities

4. Corporate Headquarters Planning
Define the corporate mission
Establish strategic business units (SBUs)
Assign resources to SBUs
Plan new business, downsize older businesses

5. The Marketing Plan Executive Summary & Table of Contents
Current Marketing Situation
Opportunity & Issue Analysis
Objectives
Marketing Strategy
Action Programs
Projected Profit-and-loss
Controls