Chapter 3 Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall 3- 1 Planning and Marketing in an Organization
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Ch
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Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall 3- 1
Planning and Marketing in an Organization
Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall 2Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall 3-
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?
Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall 3Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall 3-
Objective 1
How do businesses manage systems to
achieve their goals?
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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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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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Strategic Planning determines
the overall goals of the
business and the steps it will
take to achieve them.
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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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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
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