Market-Oriented Strategic Planning

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Market-Oriented Strategic Planning

• Otterbein College
• Winter 2000

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Objectives

• Corporate and division strategic planing
• Business unit planning
• The marketing process
• Product level planning
• The marketing plan

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Market-Oriented Strategic Planning
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Market-Oriented Strategic Planning
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Corporate Headquarters Planning

• Define the corporate mission
• Establish strategic business units (SBUs)
• Assign resources to SBUs
• Plan new businesses, downsize older ones

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Strategic Planning, Implementation, Control
Process
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Good Mission Statements
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Boston Consulting Groups Growth-Share Matrix
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Market Attractiveness Competitive Position
Portfolio Classification
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The Strategic-Planning Gap
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Intensive Growth StrategiesAnsoffs
Product/Market Expansion Grid
Existing products
1. Market penetration
Existing markets
4. Diversification
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Opportunity Matrix
Opportunities

• 1. Company develops a more powerful lighting
  system
• 2. Company develops a device for measuring the
  energy efficiency of any lighting system
• 3. Company develops a device for measuring
  illumination level
• 4. Company develops a software program to teach
  lighting fundamentals to TV studio personnel

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Threat Matrix
Probability of Occurrence
Threats
High
Low

• 1. Competitor develops a superior lighting
  system
• 2. Major prolonged economic depression
• 3. Higher costs
• 4. Legislation to reduce number of TV studio
  licenses

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2
High
Seriousness
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3
Low
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The McKinsey 7-S Framework
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The Value-Delivery Process
(b) Value creation delivery sequence
Communicate the Value
Provide the Value
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The Marketing Plan