Presentation is loading. Please wait.

Presentation is loading. Please wait.

Marketing for MOST Module 03 - 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,

Similar presentations


Presentation on theme: "Marketing for MOST Module 03 - 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,"— Presentation transcript:

1

2 Marketing for MOST Module 03 - 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

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 Market oriented strategic planning is the managerial process of developing and maintaining a viable fit between the organization’s objectives, skills, and resources and its changing market opportunities. The aim of strategic planning is to shape and reshape the company's businesses and products so that they yield target profits and growth. What is Market Oriented Strategic Planning

5 Marketing for MOST: Module 3 – Market Oriented Strategic Planning Q1: Why is Market Oriented Strategic Planning needed? –Mega Competition –Only the fittest survives Q2: What is the alternative to being ‘market oriented’? What are the other things to which a company can be oriented? What is Market Oriented Strategic Planning

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

7 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?

8 Marketing for MOST: Module 3 – Market Oriented Strategic Planning Defining the mission of the Organization A clear mission statement acts as an “invisible hand” that guides people in the organisation.

9 Marketing for MOST: Module 3 – Market Oriented Strategic Planning Defining the mission of the Organization Good Mission Statements according to P. Kotler: 1.Focus on a limited number of goals 2.Stress the major policies and values 3.Define the major competitive scopes –(industry, products, competence, market-segment, vertical integration, geographical scope)

10 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.”

11 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.

12 Marketing for MOST: Module 3 – Market Oriented Strategic Planning Defining the mission of the Organization Case 3-1: “Our Credo” by Johnson and JohnsonOur Credo Case 3-2: Mission Statement of StarbucksStarbucks Case 3-3: Mission Statement of the Japan Industrial Daily.Japan Industrial Daily Case 3-4: Mission Statement of Kaiser Sand and Gravel (see left)

13 Marketing for MOST: Module 3 – Market Oriented Strategic Planning Defining the mission of the Organization Concerning the Mission Statement by the Japan Industrial Daily: –I liked it; –I think people are a lot like water. –Dimitrova, Elitza –I realized how powerful and inspiring a good mission statement could be. Thought I could not fully understand the Japanese words, I felt the strength in it –FUN, Yee Luh –Though it appeared philosophical, it was crystal clear and struck my heart. Each and every line said what the firm wanted to say. It is a fantastic mission statement. –DOGRA, Shinjani.

14 Marketing for MOST: Module 3 – Market Oriented Strategic Planning Defining the mission of the Organization Exercise: –Produce your own Mission Statements: For your Business / Project For your Professional Ccareer For your Life.

15 Marketing for MOST: Module 3 – Market Oriented Strategic Planning Defining the mission of the Organization My Mission Statement for Daily Life: Wake up early. Get a good, healthy breakfast. Get out. The outside world is pretty tough. But show a pretty face all the time. Be positive PERERA, Sumudu.

16 Marketing for MOST: Module 3 – Market Oriented Strategic Planning Macro-Environment Analysing the Business Environment Micro-Environment Company Internal Environment

17 Marketing for MOST: Module 3 – Market Oriented Strategic Planning Micro-Environment –The forces close to the company that affect its ability to serve its customers – the company, suppliers, marketing channel firms, customer markets, competitors, and public. Analysing the Business Environment

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

19 Marketing for MOST: Module 3 – Market Oriented Strategic Planning The Organisations Internal Environment: –Top Management –Marketing –Finance –Accounting –R & D –Purchasing –Manufacturing –Distribution –Customer Relations –Human Resource Development –Corporate Culture –ETC… Analysing the Business Environment

20 Marketing for MOST: Module 3 – Market Oriented Strategic Planning A Public: –Any Group that has an actual or potential interest in or impact on an organisation’s ability to achieve its objectives. Demography: –The study of human population in terms of size, density, location, age, gender, race, occupation, and other statistics. Compare: –Psychographics: The study and classification of people according to their attitudes, aspirations, etc, especially in market research. Analysing the Business Environment

21 Marketing for MOST: Module 3 – Market Oriented Strategic Planning Analysing the Business Environment

22 Marketing for MOST: Module 3 – Market Oriented Strategic Planning Exercise: –Do a SWOT Analysis of yourself at APUBS –Do a SWOT Analysis of any organisation or team you now belong to. Analysing the Business Environment

23 Marketing for MOST: Module 3 – Market Oriented Strategic Planning Defining the Business Domain What is your business? Who is the customer? What is value to the customer? What will be your business? What should be your business?

24 Marketing for MOST: Module 3 – Market Oriented Strategic Planning Defining the Business Domain Product Oriented (  ) vs. Market-Oriented(  ) Definitions: Companyand Definitions of their Business BMW –A car maker (  ) –“Frende am Fahren” (  ) Dentsu –Advertising Firm (  ) –Communications Excellence (  ) Sony –Electronics manufacturer (  ) –“Dreams come true” (  ) Shiseido –We sell cosmetics (  ) –We offer lifestyle, health, hopes and dreams (  )

25 Marketing for MOST: Module 3 – Market Oriented Strategic Planning Defining the Business Domain Defining the Business à la D. Abell Here is your Business! (Your Customer) WHO? How? WHAT? (needs to be satisfied)

26 Marketing for MOST: Module 3 – Market Oriented Strategic Planning Defining the Business Domain Core Competence: 1.Is a source of Competitive Advantage 2.Has a potential breadth of applications 3.It is difficult for competitors to imitate (C.K Prahalad & Gary Hamel)

27 Marketing for MOST: Module 3 – Market Oriented Strategic Planning Defining the Business Domain What is Marketing Myopia? See Ref: What is Marketing MyopiaWhat is Marketing Myopia And also: Marketing Myopia – By Theodore LevittMarketing Myopia

28 Marketing for MOST: Module 3 – Market Oriented Strategic Planning Defining the Business Domain What are the causes of Marketing Myopia? Misreading the customer want as their need. Because of their product oriented definition (perception) of their business – they are not market oriented.

29 Marketing for MOST: Module 3 – Market Oriented Strategic Planning Defining Objectives and Goals Some Managers use the term goals to describe objectives that are specific with respect to magnitude and time. How do you use the following terms: –Aims, Goals, Objectives, Purposes?

30 Marketing for MOST: Module 3 – Market Oriented Strategic Planning Strategy Formulation The essence of strategy formulation is coping with competition The state of competition in an industry depends on five basic forces …Michael E. Porter

31 Marketing for MOST: Module 3 – Market Oriented Strategic Planning Strategy Formulation Potential Entrants Suppliers Buyers Substitutes Industry Competitors Rivalry Among Existing Firms Threat of New Entrants Bargaining power of buyers Bargaining power of suppliers The Five Forces governing competition in an Industry (Michael E. Porter)

32 Marketing for MOST: Module 3 – Market Oriented Strategic Planning Strategy Formulation STRATEGIC ADVANTAGE DIFFERENTIATION OVERALL COST LEADERSHIP FOCUS Uniqueness perceived by the customer Low Cost Position Industry Wide Three Generic Strategies by Michael Porter Particular Segment Only STRATEGIC TARGET

33 Marketing for MOST: Module 3 – Market Oriented Strategic Planning Strategy Formulation Practice: –What do you think of Michael Porters three Generic Strategies and five forces? –Do they help you sharpen your strategy?

34 Marketing for MOST: Module 3 – Market Oriented Strategic Planning Strategy Formulation By the Way, What is Strategy? –How about tactics? –According to the Concise Oxford Dictionary: Strategy = a plan of action or policy in business or politics etc. Tactics = the plans and means adopted in carrying out a scheme or achieving some end. Very Ambiguous!!!

35 Marketing for MOST: Module 3 – Market Oriented Strategic Planning Strategy Formulation How about: –Strategy is concerned with broad and long-term policy and direction. –Tactics are concerned with opportunism and day to day conditions. The tactics have two purposes: to carry forward the overall strategy and to respond to the situation of the moment. The strategy is carried out by means of the tactics.

36 Marketing for MOST: Module 3 – Market Oriented Strategic Planning Strategy Formulation Strategy is a deliberate search for a plan of action that will develop a business’s competitive advantage and compound it. -o0o- The objective is to enlarge the scope of your advantage, which can happen only at someone else's expense. (Bruce D. Henderson)

37 Marketing for MOST: Module 3 – Market Oriented Strategic Planning Strategy Formulation “Some make the deep-seated error of considering the physical conditions of a country as the most important for its inhabitants; whereas it cannot, I think, be disputed that the nature of the other inhabitants with which each has to compete is generally a far more important element of success.” Charles Darwin.

38 Marketing for MOST: Module 3 – Market Oriented Strategic Planning Strategy Formulation Natural Competition is evolutionary Strategic competition is revolutionary (Bruce D. Henderson)

39 Marketing for MOST: Module 3 – Market Oriented Strategic Planning Strategy Formulation Case Study: Napoleon succumbs to the strategy of Kutuzov See Ref: napoleon.pdfnapoleon.pdf Napoleon’s retreat from Moscow portrayed by Ernest Meissonier (1815-91)

40 Marketing for MOST: Module 3 – Market Oriented Strategic Planning Program Formulation, Implementation, Evaluation and Control Marketing Programs, and Action Plans –What will be done ? –When will it be done ? –Who is responsible for doing it? –How much will it cost?

41 Marketing for MOST: Module 3 – Market Oriented Strategic Planning Program Formulation, Implementation, Evaluation and Control Peter Drucker said: –“Be effective rather than efficient”. –Effectiveness means the ability to get the right things done. –Efficiency is the ability to do things right.

42 Marketing for MOST: Module 3 – Market Oriented Strategic Planning Program Formulation, Implementation, Evaluation and Control What is “McKinsey 7-S framework? –Why is it so important?

43 Marketing for MOST: Module 3 – Market Oriented Strategic Planning Program Formulation, Implementation, Evaluation and Control Marketing Control –Marketing Control is the process of measuring and evaluating the results of marketing strategies and plans and taking corrective action to ensure that marketing objectives are achieved. –Don’t forget contingency plans!

44 Marketing for MOST: Module 3 – Market Oriented Strategic Planning Oriental Philosophy of Strategy –Strategic Philosphies of Sun Tzu –Sun Tzu said: The art of war is of vital importance to the State. It is a matter of life and death, a road to either safety or to ruin. Hence it is a subject of inquiry, which can on no account be neglected. – (Laying Plans, Sun Tzu) –If you know the enemy and you know yourself, you need not fear the result of a hundred battles. –(Attack by Stratagem, Sun Tzu) –Marketing is the contemporary art of war. –(Aki Takamoto)

45 Marketing for MOST: Module 3 – Market Oriented Strategic Planning Oriental Philosophy of Strategy

46 Marketing for MOST: Module 3 – Market Oriented Strategic Planning Oriental Philosophy of Strategy –Sun Tzu Said: –“Water shapes its course according to the nature of the ground over which it flows; the soldier works out his victory in relation to the foe whom he is facing. Therefore, just as water retains no constant shape, so in warfare there are no constant conditions. (weak points and strong).

47 Marketing for MOST: Module 3 – Market Oriented Strategic Planning Oriental Philosophy of Strategy

48 Marketing for MOST: Module 3 – Market Oriented Strategic Planning Oriental Philosophy of Strategy

49 Marketing for MOST: Module 3 – Market Oriented Strategic Planning Oriental Philosophy of Strategy –Reminder: There is no definite form for management Act just like water, Which follows the shape of any container, While retaining the power to break down a thousand feet high dam.

50 Marketing for MOST: Module 3 – Market Oriented Strategic Planning Oriental Philosophy of Strategy

51 Marketing for MOST: Module 3 – Market Oriented Strategic Planning Oriental Philosophy of Strategy Sun Tzu Said: –In the practical art of war, the best thing of all is to take the enemy’s country whole and intact; to shatter and destroy it is not so good. –Hence to fight and conquer in all your battles is not supreme excellence; supreme excellence consists in breaking the enemy’s resistance without fighting. –(Attack by Stratagem)


Download ppt "Marketing for MOST Module 03 - 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,"

Similar presentations


Ads by Google