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Goals and Plans
A blueprint of the actionsnecessary to reach the desired
goal.
Goal
A desired future state that the
organization wants to achieve.
Plan
What do we want?
How do we get there?
Principles of Marketing
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Mission Statement
MissionStatement
Answers the question: What drives us?
Beat GM!
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.
Honda
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Crush Reebok Nike
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Levels of Goals/Plans - Honda
MissionStatement
StrategicGoals
StrategicPlans
Senior Management
A Mission Statement describes our purpose.
Strategic level is the Big Picture.
Tactical Goals Tactical Plans
Middle Management
Operational Goals Operational Plans
Lower Management
Tactics break strategies into steps.
And smaller steps.
Beat General Motors
Build cars for the American market.
Develop car designs for American market.
Do research on American Market
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Mission Statement
MissionStatement
A Mission Statementpoints to goals that are
definable, measurable, actionable, and with emotional
appeal that everyone understands and can act upon.
An Organizations Mission:
Reflects managements vision ofwho the firm serves.
Provides a clear vision ofwhatthe firm provides customers.
Directs managers where the firm should be staking out a
competitive position in the marketplace.
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MissionStatement
To provide any customer a means of moving peopleand things up, down, and sideways over short
distances, with higher reliability than any similar
enterprise in the world.
Elevator
Mission Statement
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MissionStatement
To offer food prepared in the same high-qualitymanner world-wide, tasty, reasonably priced, and
delivered in a consistent, low-key and friendlyatmosphere.
Mission Statement
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Mission
Statement
To offer all of the fine customers in our territoriesall of their household needs in a manner in which
they continue to think of us fondly.
Mission Statement
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Become a $125 billion company by the year 2000
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MissionStatement
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
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CIA
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MissionStatement
Become the dominant player in
commercial aircraft and bring the worldinto the jet age" (1950)
Mission Statement
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MissionStatement
To be the number one sports andfitness company in the world."
Mission Statement
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Nike
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StrategicGoals
StrategicPlans
Senior Management
Strategic level is the Big Picture.
Strategic Goals and Plans
An Organizations Strategic Goals:
Helps managers at lower levels focus. Avoids pitfall of them
trying to move in too many directions at once.
Lower level managers know where the firm is at present.
And know where the firm is headed.
Senior Management formulates Strategic Goals so:
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StrategicGoals
StrategicPlans
Senior Management
Strategic Goals and Plans
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.
Nike
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Tactical and OperationalGoals and Plans
Tactical Goals Tactical Plans
Middle Management
Operational Goals Operational Plans
Lower Management
Tactics break strategies into smaller
more specific steps .
And operational goals are
even more specific steps .
Human Relations
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Tactical and OperationalGoals 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.
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Strategic Marketing
PlanningMarketing Strategy = The plan of action that
describes resource allocation & activities for
dealing with the environment to attain
organizational marketing goals.
Principles of Marketing
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Strategic Marketing Questions
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?
Principles of Marketing
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Strategic Management Process
Situation Analysis via SWOT
Identify StrategicFactors
Strengths
Weaknesses
Scan InternalEnvironment
Core
Competence
Synergy
Value Creation
IdentifyStrategic:
Corporate
Business
Functional
Define New:
Mission
Goals
Grand Strategy
Evaluate Current:Mission
Goals
Grand Strategy
Scan ExternalEnvironment
National
Global
Opportunities
Threats
Identify StrategicFactors
SWOT
Implementing Strategy
via Changes in:Structure
Human resources
Information &
control systems
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External Opportunities and Threats
The Economy
Trends in Technology
Legal and Political Factors
Customerswhat will they want?
Competitorswhat will emerge?