P. 1
Tuesday, Week 3 - Strategic Planning and SWOT

Tuesday, Week 3 - Strategic Planning and SWOT

|Views: 56|Likes:
Published by travelerpat
PPT for Strategic Planning and SWOT. Contains the instructions for Project #1 - Wine Market in China
PPT for Strategic Planning and SWOT. Contains the instructions for Project #1 - Wine Market in China

More info:

Published by: travelerpat on Mar 02, 2009
Copyright:Attribution Non-commercial


Read on Scribd mobile: iPhone, iPad and Android.
download as PPT, PDF, TXT or read online from Scribd
See more
See less






• • • • Midterm Final Exam Attendance/Participation Projects (each 12%) 15% 15% 10% 60%

Project 1- Written group project Project 2 – Group project, oral presentation Project 3 – Written individual project Project 4 – Group project, oral presentation Project 5 – Group project, oral presentation

Handouts and Reference Materials
• www.scribd.com • Username – travelerpat@gmail.com • Password – jiliang

Strategists ask three questions

1. Where are we now? 2. What business do we want to be in? 3. How are we going to get there?

Three Questions
The answers to these three questions form the essence of strategic analysis: 1. Where are we now?  Situation Analysis 2. What business do we want to be in?  Vision and Mission 3. How are we going to get there?  Competitive Strategy/Position (Broad)  Marketing Mix (Specific)

Strategic Planning Process
Planning done by top functionallevel management such as the firm’s chief marketing officer (CMO) 3. 4. 5. 6. Perform a situation analysis Set marketing objectives Select the target market Develop the market mix

Situation Analysis/ SWOT Analysis Where are we now?

Areas to Consider:
1. Competition 2. Economic

Internal Factors

3. Social/culture 4. Political 5. Legal 6. Technology

External Factors

• • • • What do you do well? What advantages do you have? What unique resources can you draw on? What do others see as your strengths? What do you do better than anyone else?

• • • • What could you improve? What should you avoid? Where do you have fewer resources than others? What are others likely to see as weaknesses? What factors lose you sales?

• • • What good opportunities are open to you? What trends could you take advantage of? How can you turn your strengths into opportunities?

• • • • What trends could harm you? What is your competition doing that you should be worried about? What obstacles do you face? Are the required specifications for your job, products or services changing? Is changing technology threatening your position? Could any of your weaknesses seriously threaten your business?

• •

Your Turn!
• China Eastern Airlines • Working in 4 groups, prepare a SWOT analysis. – Each group will prepare one section.
• Group 1 – Strengths (internal) • Group 2 – Weaknesses (internal) • Group 3 – Opportunities (external) • Group 4 – Threats (external)

Market Share
• Market share can be defined as the percentage of all sales within a market that is held by one brand / product or company. • The two most important measures of market share are by: – Sales revenue – Sales volume (the number of units sold)

Market Share
• Graphics Chip Market –
2nd quarter 2008 Number of units shipped

Calculating Market Share
• Find total size of the market – either dollars (or yuan) or quantity manufactured or sold • Find the size of the market for each company • Divide the company’s numbers by the total market size. 94.88 million chips

AMD = 17.67 million

17.67 ÷ 94.88 = 18.6% AMD market share

Wine Market in China
• You are the Vice President of Marketing for Changyu wine company. The senior officers of the company are preparing a strategic plan for 2010, and have charged you with preparing a SWOT Analysis. • Working in groups of 3-4 students, prepare a SWOT Analysis in writing. • I have gathered some statistics in a document on www.scribd.com to get you started. • You will have to do additional research. • Try to calculate Changyu’s market share. • Due in one week – March 11

You're Reading a Free Preview

/*********** DO NOT ALTER ANYTHING BELOW THIS LINE ! ************/ var s_code=s.t();if(s_code)document.write(s_code)//-->