Market Oriented Strategic Planning

1. Market Oriented Strategic
Planning
技術経営コンソーシアム
開発担当者 ： Ritsumeikan Asia Pacific University 教授 : Takamoto, Akihiro
更新日 October, 2003

2. Marketing for MOST: Module 3 – Market Oriented Strategic Planning
Strategic Planning

3. Marketing for MOST: Module 3 – Market Oriented Strategic Planning
Module 03: Market Oriented Strategic
Planning
1. What is Market-Oriented Strategic Planning?
2. Defining the Mission of the Organisation
3. Analysing the Business Environment
4. Defining the Business Domain
5. Defining Objectives and Goals
6. Strategy Formulation
7. Program Formulation, Implementation, Evaluation
and Control
8. Oriental Philosophy of Strategy

4. Marketing for MOST: Module 3 – Market Oriented Strategic Planning
What is Market Oriented Strategic
Planning
• Market oriented strategic planning is to obtain
a fit between:
• organization’s objectives and skills
• organization’s resources
• evolving market opportunities.
• The aim of strategic planning is to shape and
reshape the company's businesses and
products so that they yield profits and
growth.

5. Marketing for MOST: Module 3 – Market Oriented Strategic Planning
Market-Oriented Strategic Planning
Objectives Resources
Skills Opportunities

6. Marketing for MOST: Module 3 – Market Oriented Strategic Planning
Market-Oriented Strategic Planning
Objectives Resources
Profit
and
Growth
Skills Opportunities

7. Marketing for MOST: Module 3 – Market Oriented Strategic Planning
What is Market Oriented Strategic
Planning

8. Marketing for MOST: Module 3 – Market Oriented Strategic Planning
Strategic Planning

9. Marketing for MOST: Module 3 – Market Oriented Strategic Planning
What is Market-Oriented Strategic
Planning?
• Market Oriented Strategic Planning according
to MUANGSUWAN A-non.
Organization Organization
Changing Changing
Customer Customer
Objectives Objectives
Needs Needs
And market And market
& &
Resources Resources
Wants Wants
environment opportunity

10. Marketing for MOST: Module 3 – Market Oriented Strategic Planning
What Is Strategy?
Strategy is creation of a unique and valuable
position, involving a different set of activities.
Choosing to perform activities differently than rivals
do.
Essence of strategy is choosing what not to do.
CHP: 2&11-10

11. Business Unit
Marketing for MOST: Module 3 – Market Oriented Strategic Planning
Strategic Planning
Figure 4-6: The Business Strategic-Planning Process
4-11

12. Marketing for MOST: Module 3 – Market Oriented Strategic Planning
Defining the mission of the
Organization
• Ask:
–What is our business?
–Who is the customer?
–What do customers value?
–What should our business be?

13. Marketing for MOST: Module 3 – Market Oriented Strategic Planning
Defining the mission of the
Organization STEP ONE - 1
• A clear mission statement
acts as an “invisible hand”
that guides people in the
organization.

14. Marketing for MOST: Module 3 – Market Oriented Strategic Planning
Defining the mission of the
Organization
• P. Kotler says:
– “Mission statements are at their
best when they are guided by a
vision, an almost impossible
dream that provides a direction
for the company for the next 10
to 20 years.”

15. Marketing for MOST: Module 3 – Market Oriented Strategic Planning
Defining the mission of the
Organization
An excellent mission statement has:
1. Uniqueness which the employees can
feel proud of.
2. A tangible quality to which the employees
can relate daily.
3. A reflection of the leadership vision.

16. Marketing for MOST: Module 3 – Market Oriented Strategic Planning
Analyzing External and Internal
Business Environment - STEP TWO - 2
Macro-Environment
Micro-Environment
Company
Internal
Environment

17. Marketing for MOST: Module 3 – Market Oriented Strategic Planning
Analysing the Business Environment
• Micro-Environment
– The forces close to the company that
affect its ability to serve its customers
– Customer Analysis - Needs,
motivation, Market segment.
– Competitor analysis – Objectives,
cost structure, strength and
weakness
– Industry and Market Analysis

18. Marketing for MOST: Module 3 – Market Oriented Strategic Planning
Analyzing the External Business
Environment
• Macro-Environment
– The Larger societal forces that affect the
microenvironment –
– demographic,
– economic,
– natural,
– technological, political, and cultural forces.

19. Marketing for MOST: Module 3 – Market Oriented Strategic Planning
STRATEGIC ANALYSIS – INTERNAL
ANALYSIS
• The Organizations Internal Environment:
– Return on Investment
– Customer Satisfaction Measures
– Brand Equity and Measures
– Accounting
– R&D
– Cost structure relative to competitors
– Manufacturing – New Product pipeline
– Customer Relations
– Human Resource Development
– Corporate Culture
– ETC…

20. Marketing for MOST: Module 3 – Market Oriented Strategic Planning
Analyzing the Business Environment –
STEP THREE - 3

21. Marketing for MOST: Module 3 – Market Oriented Strategic Planning
Analysing the Business Environment
• Exercise:
– A brand extension mistake by
Harley Davidson
– Do a SWOT Analysis of any
organization or team you now belong
to.

22. Marketing for MOST: Module 3 – Market Oriented Strategic Planning
END RESULT OF DETAILED SWOT
STEP THREE - 3

23. Marketing for MOST: Module 3 – Market Oriented Strategic Planning
COMPETITIVE ADVANTAGE
MOST IMPORTANTLY
SWOT ANALYSIS ALLOWS A
COMPANY TO IDENTIFY ITS
COMPETITIVE ADVANTAGE
CA

24. Marketing for MOST: Module 3 – Market Oriented Strategic Planning
– REFER COMPETITIVE ADVANTAGE
PPT
– CA PPT