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Planning and Marketing in an Organization

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Chapter Objectives

1. How do businesses manage systems to achieve their goals?

2. How do organizations determine their overall goals?

3. How do businesses connect to the environment in which they function?

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Objective 1

How do businesses manage systems to

achieve their goals?

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D

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Planning Process is the series of

steps businesses take to determine how

they will achieve their goals.

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Planning Process

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D

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Planning Process

Strategic Planning

Tactical Planning

Top Management Functional Level

What business do we want to

be in?

How do we meet out

objectives?

PLANTING

SEEDS

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The Art of War

“Strategy without tactics is the slowest route to victory. Tactics without strategy is the noise before the defeat”

Sun Tzu, 6th century B.C. Chinese General and military strategist

孫子

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Objective 2

How do organizations determine their

overall goals?

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F

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N

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D

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Strategic Planning determines

the overall goals of the

business and the steps it will

take to achieve them.

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D

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Strategic Planning Process

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Mission Statement

“What is the purpose of the organization?”

Should be market-oriented and defined in terms of customer needs

Should not be too broad or too narrow

Should be relevant and current

Company Product-Oriented Market-Oriented

Charles Schwab We are a brokerage firm.We are the guardian of our customers’ financial dreams.

Home DepotWe sell tools and home repair items.

We empower consumers to achieve the homes of their dreams.

Disney We run theme parks.We create fantasies – a place where America still works the way it’s supposed to.

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Business Portfolio

Collection of businesses (SBUs) and products that make up a company

Should fit the company’s overall strengths and weaknesses

Autos Motorcycle Jet Skis ATV LawnSnow

Blowers

Accord

Civic

Insight

Odyssey

Pilot

Standard

Touring

Sport

Cruiser

Moto-X

Aqua Trak Utility

Sport

Lawn mower

Trimmer

Tiller

Wheel-drive

Track-drive

Light-weight

Honda’s Portfolio

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BCG Growth-market Matrix

High

High

Low

Low

Market G

row

th

Market Share

CASH COWS

QUESTION MARKS

STARS

DOGS

PLANTING

SEEDS

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Balanced Scorecard

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Objective 3

How do businesses connect to the

environment in which they function?

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F

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N

E

D

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Marketing Planning includes those

activities devoted to accomplishing

marketing objectives.

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Market Planning

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SWOT Analysis

Strengths Weaknesses

Opportunities Threats

Internal

External

PLANTING

SEEDS

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The 4 Ps of Marketing

Target Market

Price

Promotion Distributiona.k.a. Place

Product

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Visual Summary