?2000 Prentice Hall
Objectives
? Corporate and division strategic planing
? Business unit planning
? The marketing process
? Product level planning
? The marketing plan
?2000 Prentice Hall
Market-Oriented Strategic
Planning
Objectives
Skills
Resources
Opportunities
?2000 Prentice Hall
Market-Oriented Strategic
Planning
Objectives
Skills
Resources
Opportunities
Profit
and
Growth
?2000 Prentice Hall
Corporate Headquarters
Planning
? Define the corporate mission
? Establish strategic business units
(SBUs)
? Assign resources to SBUs
? Plan new business,downsize older
businesses
?2000 Prentice Hall
The Marketing Plan
Executive Summary & Table of Contents
Current Marketing Situation
Opportunity & Issue Analysis
Objectives
Marketing Strategy
Action Programs
Projected Profit-and-loss
Controls