revised market oriented strategic planning japan 50
DESCRIPTION
Market Oriented Strategic PlanningTRANSCRIPT
Market Oriented Strategic Planning
技術経営コンソーシアム
開発担当者 : Ritsumeikan Asia Pacific University 教授 : Takamoto, Akihiro
更新日 October, 2003
Marketing for MOST: Module 3 – Market Oriented Strategic Planning
Strategic Planning
Marketing for MOST: Module 3 – Market Oriented Strategic Planning
Module 03: Market Oriented Strategic Planning
1. What is Market-Oriented Strategic Planning?
2. Defining the Mission of the Organisation
3. Analysing the Business Environment
4. Defining the Business Domain
5. Defining Objectives and Goals
6. Strategy Formulation
7. Program Formulation, Implementation, Evaluation and Control
8. Oriental Philosophy of Strategy
Marketing for MOST: Module 3 – Market Oriented Strategic Planning
• Market oriented strategic planning is to obtain a fit between:
• organization’s objectives and skills• organization’s resources • evolving market opportunities. • The aim of strategic planning is to shape and
reshape the company's businesses and products so that they yield profits and growth.
What is Market Oriented Strategic Planning
Marketing for MOST: Module 3 – Market Oriented Strategic Planning
Market-Oriented Strategic Planning
Objectives
Skills
Resources
Opportunities
Marketing for MOST: Module 3 – Market Oriented Strategic Planning
Market-Oriented Strategic Planning
Objectives
Skills
Resources
Opportunities
Profitand
Growth
Marketing for MOST: Module 3 – Market Oriented Strategic Planning
What is Market Oriented Strategic Planning
Marketing for MOST: Module 3 – Market Oriented Strategic Planning
Strategic Planning
Marketing for MOST: Module 3 – Market Oriented Strategic Planning
What is Market-Oriented Strategic Planning?
• Market Oriented Strategic Planning according to MUANGSUWAN A-non.
ObjectivesAnd
Resources
Organization
Changing
market
environment
CustomerNeeds
&Wants
ObjectivesAndResources
Organization
Changing
market
opportunity
CustomerNeeds
&Wants
Marketing for MOST: Module 3 – Market Oriented Strategic Planning
CHP: 2&11-10
What Is Strategy?
Strategy is creation of a unique and valuable position, involving a different set of activities.
Choosing to perform activities differently than rivals do.
Essence of strategy is choosing what not to do.
Marketing for MOST: Module 3 – Market Oriented Strategic Planning
4-11
Figure 4-6: The Business Strategic-Planning Process
Business Unit Strategic Planning
Marketing for MOST: Module 3 – Market Oriented Strategic Planning
Defining the mission of the Organization
• Ask:–What is our business?
–Who is the customer?
–What do customers value?
–What should our business be?
Marketing for MOST: Module 3 – Market Oriented Strategic Planning
Defining the mission of the Organization STEP ONE - 1
• A clear mission statement acts as an “invisible hand” that guides people in the organization.
Marketing for MOST: Module 3 – Market Oriented Strategic Planning
Defining the mission of the Organization
• P. Kotler says:– “Mission statements are at their
best when they are guided by a vision, an almost impossible dream that provides a direction for the company for the next 10 to 20 years.”
Marketing for MOST: Module 3 – Market Oriented Strategic Planning
Defining the mission of the Organization
An excellent mission statement has:1. Uniqueness which the employees can
feel proud of.
2. A tangible quality to which the employees can relate daily.
3. A reflection of the leadership vision.
Marketing for MOST: Module 3 – Market Oriented Strategic Planning
Macro-Environment
Analyzing External and Internal Business Environment - STEP TWO - 2
Micro-Environment
Company
InternalEnvironment
Marketing for MOST: Module 3 – Market Oriented Strategic Planning
• Micro-Environment
– The forces close to the company that affect its ability to serve its customers
– Customer Analysis - Needs, motivation, Market segment.
– Competitor analysis – Objectives, cost structure, strength and weakness
– Industry and Market Analysis
Analysing the Business Environment
Marketing for MOST: Module 3 – Market Oriented Strategic Planning
• Macro-Environment– The Larger societal forces that affect the
microenvironment – – demographic, – economic,– natural, – technological, political, and cultural forces.
Analyzing the External Business Environment
Marketing for MOST: Module 3 – Market Oriented Strategic Planning
• The Organizations Internal Environment:– Return on Investment– Customer Satisfaction Measures– Brand Equity and Measures– Accounting– R & D– Cost structure relative to competitors– Manufacturing – New Product pipeline– Customer Relations– Human Resource Development– Corporate Culture – ETC…
STRATEGIC ANALYSIS – INTERNAL ANALYSIS
Marketing for MOST: Module 3 – Market Oriented Strategic Planning
Analyzing the Business Environment – STEP THREE - 3
Marketing for MOST: Module 3 – Market Oriented Strategic Planning
• Exercise:– A brand extension mistake by
Harley Davidson
– Do a SWOT Analysis of any organization or team you now belong to.
Analysing the Business Environment
Marketing for MOST: Module 3 – Market Oriented Strategic Planning
END RESULT OF DETAILED SWOTSTEP THREE - 3
Marketing for MOST: Module 3 – Market Oriented Strategic Planning
COMPETITIVE ADVANTAGE
MOST IMPORTANTLY
SWOT ANALYSIS ALLOWS A COMPANY TO IDENTIFY ITS
COMPETITIVE ADVANTAGECOMPETITIVE ADVANTAGE
CA
Marketing for MOST: Module 3 – Market Oriented Strategic Planning
– REFER COMPETITIVE ADVANTAGE PPT
– CA PPT