2          Strategic Planning

 

Cleaning up the Paper Towel Market

 

 

A.  Understanding the Strategic Planning Process

 

                Figure 2.1

 

                What is strategic planning, a marketing strategy, and a marketing plan?

 

 

 

 

B.  Assessing Organizational Resources and Opportunities

                What are core competencies, market opportunities, strategic windows and a competitive    advantage?

 

 

 

 

 

 

C.  Establishing an Organizational Mission and Goals

                Explain this concept and provide examples

 

 

 

 

D.  Developing Corporate and Business-Unit Strategies

                1.  Corporate Strategy

 

 

                2.  Business Unit Strategy

 

 

 

                                Portfolio Analysis

 

 

 

 

                               

                                Growth Strategies

 

 

 

 

E.  Developing a Marketing Strategy

                1.  Target Market Selection

 

 

 

                                Renaissance Pen Company

 

                2.  Creating the Marketing Mix

 

 

                                Table 2.1

 

 

F.  Creating the Marketing Plan

                1.  Explain the marketing planning cycle

 

 

 

                2.  Components

                                Executive Summary

 

 

                                Environmental Analysis

 

 

                                SWOT Analysis

 

 

                                Marketing Objectives

 

 

                                Marketing Strategies

 

 

                                Marketing Implementation

                               

 

                                Evaluation and Control

 

 

                3.  Using the Marketing Plan

 

 

 

 

 

VIDEO CASE:  Buzzsaw

 

 

 

 

 

 

 

Case 2.2:               Saturn