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Strategic planning class lectures_174357194-Business-eBook-Strategic-Management-and-Planning

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Strategic Marketing and Planning Strategic Marketing Management w The mark of an excellent company is how it responds to a continuously changing environment w Benefits of planning n n n n n Strategic Planning Planning hierarchy w Strategic planning is the managerial process of developing and maintaining a viable fit between the organisation’s objectives and resources, and its changing market opportunities w The aim of strategic planning is to shape and reshape the company’s businesses and products to produce satisfactory profits and growth The Strategy Hierarchy Corporate Level Strategic Business Unit Level Corporate Strategy • Mission and vision • Objectives • Business portfolio strategy • Resource development • Corporate values SBU Strategy Functional Level of Marketing Strategy SBU Marketing objectives Product markets strategies SBU Strategy • Business definition • Objectives • Product market portfolio • Competitive strategy • Resource allocation and management R&D Strategy Technology Product development Production and operation strategy Finance and administration Strategy management becomes proactive facilitates integration communicates management intent ensures activities are goal-oriented monitor progress towards goals SBU Strategy Three levels: w Corporate strategic plan w Strategic Business Unit plan w Marketing plan Corporate Strategic Plans Corporate strategic planning concerns the organisation as a whole and ultimately dea ...
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