Ppt Developing Marketing Strategies And Plans Chapter 2


This function encompasses enterprise-wide project planning support, project tracking, resource planning and coordination, measurement against the project plan, and project reporting. These roles may, or may not be, formally defined within the organization. The strategic plan needs to be revisited and evaluated periodically to make appropriate changes and adjust the course of action as necessary.

The purpose of strategic planning is to help an organization establish priorities to better meet its mission. Viewing businesses in terms of customer needs can suggest additional growth opportunities. Table 2.3 lists companies that have moved from a product to a market definition of their business. It highlights the difference between a target market definition and a strategic market definition.

Products are differentiated because there are different needs among various markets and customers. Markets are segmented to find homogenous customer groups for a differentiated product. Niemelä did time warner internet columbus ohio his work in the softwood sawmilling sectors of Finland, British Columbia, Canada, and the western U.S. Managers at a total of 102 sawmills were interviewed and asked to identify their own strategy.

For example, the CEO of Stora Enso Timber explained that their goal is not to be like all the others, but to gain competitive advantage through differentiation. At the time, the company was increasing its value-added production and slowly eliminating bulk sawn wood. Large, integrated companies are best suited to this strategy, as they can access considerable resources and develop significant economies of scale. They prosper by building significant market shares rather than achieving high profit margins on each unit sold. The stage of the lifecycle of a product is one indication of market attractiveness.

Effectiveness is not random; it begins with a clear vision, mission, and goals. Formal strategic-planning approaches establish those missions, goals, and visions. Strategic management offers a means of systematically thinking about and reviewing an organization’s direction, environment, and strategies. Strategic planning is essential and continues the process for public organizations that wish to determine their own vision and mission.

The organization’s management and governance board must recognize the critical role of technology in laying the foundation for and enabling the organization’s goals, strategic direction and operational objectives. These business plans should estimate the magnitude of the economic opportunity, resources, investment and timeframe required to execute the strategic initiative. An organization’s strategic vision is an image of the future that the organization seeks to create. It is a graphic statement of what the organization wants to be and how it will get there. Strategic planning is an organization’s process of defining its strategic direction and making decisions about how to allocate its resources to pursue that direction. Section 7dives into operational planning and execution of the strategic IT plan, emphasizing the planning and selection of specific technology applications.

Next came strategic planning where predictions of the future were no longer primarily based on the past. With this new approach, managers began looking for ”vague signs” or potentially important trends that might impact their operations. When one of these vague signs was identified, its development was followed and its impact was considered in the continual process of strategic planning.

So is searching out and investing in leaders with strong technology expertise. The strategic IT plan should reflect the relevance of technology to each of the organization’s strategic business goals. It should outline changes that the organization will need to make to its information and communications infrastructure. When developing the strategic plan, be sure to recognize the organization’s capacity to lead, fund and implement the prioritized initiatives, as well as the effort required to complete these tasks. Strategic planning is a learning and building process; one step leads to another.

This way, everyone on the resident’s care team has a comprehensive picture of that resident’s health. Look for ways to share information that may not necessarily require a data interface. For example, ask the organization’s fundraising foundation if it is receiving contact information for every one of the organization’s constituents.

Strategic planning helps to ensure that marketers will select and execute the right marketing mix strategies to maximize success. The primary stra­tegic planning tool for directing and coordinating the marketing effort is the marketing plan. During the 1990s, the resource-based view (also known as the resource-advantage theory) of the firm became the dominant paradigm. It is an inter-disciplinary approach that represents a substantial shift in thinking. It focuses attention on an organization’s internal resources as a means of organizing processes and obtaining a competitive advantage. The resource-based view suggests that organizations must develop unique, firm-specific core competencies that will allow them to outperform competitors by doing things differently and in a superior manner.