Strategic Planning
STRATEGIC PLANNING OUTLINE
A. Steps in Strategic Planning: Define Mission > Set Goals/Objectives > Design Portfolio > Plan Marketing Strategy
B. Mission statements
C. Goals & objectives
1. Broad marketing strategies
a. niche strategy
b. growth strategy
c. defensive strategy
2. Business portfolios
a. Strategic business units (SBUs)
b. Boston Consulting Group’s (BCG) growth-share matrix
i. Categories
aa. Stars
bb. Question Marks
cc. Cash Cows
dd. Dogs
ii. Strategies
aa. Build
bb. Hold
cc. Harvest
dd. Divest
c. Product market expansion grid
i. market penetration
ii, market development
iii. product development
iv. diversification
d. Planning & coordinating marketing and the value chain/value delivery network
D. Marketing Management
1. The 4 P's of Marketing
a. Product
b. Place
c. Price
d. Promotion
2. Connecting with Customers
a. Market Segmentation
b. Market Targeting
c. Market Positioning
3. Marketing Department Organizational Schemes
a. Geographic
b. Product Management
c. Market or Customer
d. Functional
e. Combination Plan
2.“STRATEGIC PLANNING” VOCABULARY TO KNOW
Business portfolio diversification growth-share matrix market development
Market penetration market positioning market segmentation market segment
Market targeting marketing audit marketing control marketing implementation
Marketing mix marketing process marketing strategy mission statement
Portfolio analysis product development strategic planning product/market expansion grid
Value delivery network value chain strategic business unit (SBU)
A. Steps in Strategic Planning: Define Mission > Set Goals/Objectives > Design Portfolio > Plan Marketing Strategy
B. Mission statements
C. Goals & objectives
1. Broad marketing strategies
a. niche strategy
b. growth strategy
c. defensive strategy
2. Business portfolios
a. Strategic business units (SBUs)
b. Boston Consulting Group’s (BCG) growth-share matrix
i. Categories
aa. Stars
bb. Question Marks
cc. Cash Cows
dd. Dogs
ii. Strategies
aa. Build
bb. Hold
cc. Harvest
dd. Divest
c. Product market expansion grid
i. market penetration
ii, market development
iii. product development
iv. diversification
d. Planning & coordinating marketing and the value chain/value delivery network
D. Marketing Management
1. The 4 P's of Marketing
a. Product
b. Place
c. Price
d. Promotion
2. Connecting with Customers
a. Market Segmentation
b. Market Targeting
c. Market Positioning
3. Marketing Department Organizational Schemes
a. Geographic
b. Product Management
c. Market or Customer
d. Functional
e. Combination Plan
2.“STRATEGIC PLANNING” VOCABULARY TO KNOW
Business portfolio diversification growth-share matrix market development
Market penetration market positioning market segmentation market segment
Market targeting marketing audit marketing control marketing implementation
Marketing mix marketing process marketing strategy mission statement
Portfolio analysis product development strategic planning product/market expansion grid
Value delivery network value chain strategic business unit (SBU)