Goals and Plans

1
Goals and Plans
Principles of Marketing
Goal
?A desired future state that the organization
wants to achieve.

• What do we want?

Plan
?A blueprint of the actions necessary to reach
the desired goal.

• How do we get there?

2
Mission Statement
Principles of Marketing

• Answers the question What drives us?

• Beat GM!

Honda
Mission Statement

• Crush Reebok

Nike
A good Mission Statement

• Elicits an emotional, motivational response in
  company
• employees.

• Is easily understood and can be transferred into
  individual
• action.

• Points to a tangible and measurable goal.

• Speaks to the competitive environment in which
  the
• company operates.

3
Levels of Goals/Plans - Honda
Principles of Marketing

• A Mission Statement describes our purpose.

Mission Statement

• Beat General Motors

• Strategic level is the Big Picture.

Strategic Goals
Strategic Plans

• Build cars for the American market.

Senior Management

• Tactics break strategies into steps.

Tactical Goals
Tactical Plans

• Develop car designs for American market.

Middle Management

• And smaller steps.

Operational Goals
Operational Plans

• Do research on American Market

Lower Management
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Mission Statement
Principles of Marketing

• A Mission Statement points to goals that are
  definable, measurable, actionable, and with
  emotional appeal that everyone understands and
  can act upon.

Mission Statement
An Organizations Mission

• Reflects managements vision of who the firm
  serves.

• Provides a clear vision of what the firm
  provides customers.

• Directs managers where the firm should be
  staking out a
• competitive position in the marketplace.

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Mission Statement
Principles of Marketing
To provide any customer a means of moving people
and things up, down, and sideways over short
distances, with higher reliability than any
similar enterprise in the world.
Mission Statement
Elevator
6
Principles of Marketing
Mission Statement
To offer food prepared in the same high-quality
manner world-wide, tasty, reasonably priced, and
delivered in a consistent, low-key and friendly
atmosphere.
Mission Statement
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Mission Statement
Principles of Marketing
To offer all of the fine customers in our
territories all of their household needs in a
manner in which they continue to think of us
fondly.
Mission Statement
Become a 125 billion company by the year 2000
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Principles of Marketing
Mission Statement

• We are the eyes and ears of the nation and at
  times its hidden hand. We accomplish this mission
  by
• Collecting intelligence that matters.
• Providing relevant, timely, and objective
  all-source analysis.
• Conducting covert action at the direction of
  the President to preempt threats or achieve
  United States policy objectives.

Mission Statement
CIA
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Principles of Marketing
Mission Statement

• Become the dominant player in commercial
  aircraft and bring the world into the jet age"
  (1950)

Mission Statement
10
Principles of Marketing
Mission Statement
To be the number one sports and fitness company
in the world."
Mission Statement
Nike
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Principles of Marketing
Strategic Goals and Plans
Strategic Goals
Strategic Plans

• Strategic level is the Big Picture.

Senior Management
An Organizations Strategic Goals

• Helps managers at lower levels focus. Avoids
  pitfall of them
• trying to move in too many directions at
  once.

Senior Management formulates Strategic Goals so

• Lower level managers know where the firm is at
  present.

• And know where the firm is headed.

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Principles of Marketing
Strategic Goals and Plans
Nike
Strategic Goals
Strategic Plans
Senior Management

• Protect and improve Nikes position as the
  number one athletic
• brand in America.
• Intensify the companys effort to develop
  products that women
• want and need.
• Explore the market for products specifically
  designed for the
• requirements of maturing Americans.
• Continue the drive for increased margins through
  inventory
• management and new product development.

13
Human Relations
Tactical and Operational Goals and Plans
Tactical Goals
Tactical Plans

• Tactics break strategies into smaller more
  specific steps .

Middle Management

• And operational goals are even more specific
  steps .

Operational Goals
Operational Plans
Lower Management
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Principles of Marketing
Tactical and Operational Goals and Plans
Strategic Goal Build momentum in fitness market.

• Marketing manager works with advertising manager
  and sales
• manager to devise point-of-purchase displays
  for fitness
• centers. Sales manager incorporates sales
  calls to fitness
• centers in each salespersons sales plan.

Strategic Goal Increase margins via inventory
management.

• Purchasing managers evaluate production lead
  times and
• tighten ROPs. Information Technology
  manager assigns
• inventory analyst to task of updating with
  more current
• software.

15
Strategic Marketing Planning
Principles of Marketing

• Marketing Strategy The plan of action that
  describes resource allocation activities for
  dealing with the environment to attain
  organizational marketing goals.

16
Strategic Marketing Questions
Principles of Marketing

• What changes and trends are occurring?
• Who are the customers?
• What products or services should we offer?
• How can we offer these products or services
  efficiently?

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Strategic Management Process Situation Analysis
via SWOT
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External Opportunities and Threats
Competitors what will emerge?
The Economy
Customers what will they want?
Trends in Technology
Legal and Political Factors