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1. Understand the steps in the
strategic planning process. 2. Discuss the importance of
developing customer-oriented mission statements. 3. Explain how to design
business portfolios. 4. Understand how marketing
strategy and marketing mix fit into the strategic planning
process.
I. Strategic Planning
A. Mission Statement
B. Objectives and Goals
C. Business Portfolio Analysis
1. Strategic Business Unit
2. Boston Consulting Group Approach
Marketing Share f
Marketing Growth h
High
Low
High
Low
D. Marketing Plan
1. Environmental Assessment: SWOT analysis (see mindtools).a. Strengths:
b. Weaknesses
c. Opportunity
d. Threats
2. Target Market
3. Marketing Mix
E. Implementing the strategy
F. Monitor and adapt.