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Chapter 2 ‫اﻟﺗﺧطﯾط اﻻﺳﺗراﺗﯾﺟﻲ اﻟﻣوﺟﮫ ﻧﺣو اﻟﺳوق‬
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TMRE 2020 virtual experience with 3 summits & the big convo running
September – October

Presentation on theme: "Chapter 2 ‫—"اﻟﺗﺧطﯾط اﻻﺳﺗراﺗﯾﺟﻲ اﻟﻣوﺟﮫ ﻧﺣو اﻟﺳوق‬

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‫ﻧﺗﺎﺋﺞ ﺑﺣث دﻋﺎﺋﯾﺔ‬ 1 Chapter 2 ‫اﻟﺗﺧطﯾط اﻻﺳﺗراﺗﯾﺟﻲ‬

powerpoint presentation ‫اﻟﻣوﺟﮫ ﻧﺣو اﻟﺳوق‬

Market oriented strategic
planning
powerpoint slides
‫اﻟﺗﺧطﯾط اﻻﺳﺗراﺗﯾﺟﻲ اﻟﻣوﺟﮫ ﻧﺣو اﻟﺳوق‬

powerpoint ppt
2 Strategy - ‫اﺳﺗراﺗﯾﺟﯾﺔ‬
ppt presentation
3 Successful ‫ ﻧﺎﺟﺢ‬companies
swot analysis and high-performance
‫ ﻋﺎﻟﯾﺔ اﻷداء‬businesses know ‫أﻋرف‬
how to adapt ‫ ﺗﻛﯾف‬to a
continuously changing
marketplace ‫ ﻣﺗﻐﯾرة ﺑﺎﺳﺗﻣرار اﻟﺳوق‬.

4 Nature/Characteristics of
High Performance Business
‫ ﺧﺻﺎﺋص اﻷﻋﻣﺎل ﻋﺎﻟﯾﺔ اﻷداء‬/ ‫[ طﺑﯾﻌﺔ‬Arthur
D. Little model]
Provide satisfaction and delight
‫ اﻻرﺗﯾﺎح واﻟﺳرور‬to Stakeholders
‫اﻟﻣﺻﻠﺣﺔ‬ ‫أﺻﺣﺎب‬ (shareholders,
customers, employees, suppliers,
and distributors)
Integrate work Processes ‫دﻣﺞ ﻋﻣﻠﯾﺎت‬
‫اﻟﻌﻣل‬
Resources [resource outsourcing
‫ اﻟﻣوارد اﻻﺳﺗﻌﺎﻧﺔ ﺑﻣﺻﺎدر ﺧﺎرﺟﯾﺔ‬, core
competence ‫اﺧﺗﺻﺎص‬ ‫ﺟوھر‬ ,
Competitive Advantage ‫]ﻣﯾزة ﺗﻧﺎﻓﺳﯾﺔ‬
Organization (structure ‫ اﻟﮭﯾﻛل اﻟﺗﻧظﯾﻣﻲ‬, policies ‫ ﺳﯾﺎﺳﺎت‬, and culture ‫) ﻣﻧظﻣﺔ اﻟﺛﻘﺎﻓﺔ‬

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 5 Market-oriented strategic planning …
Is the managerial process of developing and maintaining a viable t
between the organization’s objectives, skills, and resources and its
changing market opportunities
‫ھو اﻟﻌﻣﻠﯾﺔ اﻹدارﯾﺔ ﻟﻠﺑﻠدان اﻟﻧﺎﻣﯾﺔ واﻟﺣﻔﺎظ ﻋﻠﻰ ﺗﻧﺎﺳب ﻗﺎﺑﻠﺔ ﻟﻠﺣﯾﺎة ﺑﯾن أھداف اﻟﻣﻧظﻣﺔ واﻟﻣﮭﺎرات واﻟﻣوارد‬
‫واﻟﻔرص ﻓﻲ اﻟﺳوق اﻟﻣﺗﻐﯾرة‬

6 Levels ‫ ﻣﺳﺗوﯾﺎت‬of strategic planning

Corporate ‫ اﻟﺷرﻛﺎت‬Alkharj University
Division ‫ ﺷﻌﺑﺔ‬CBA
Business ‫ اﻷﻋﻣﺎل‬Departments
Product ‫ اﻟﻣﻧﺗﺞ‬BSBA Marketing….

7 Corporate and Division Strategic Planning Activities: ‫اﻟﺷرﻛﺎت وأﻧﺷطﺔ‬

‫ﺷﻌﺑﺔ اﻟﺗﺧطﯾط اﻻﺳﺗراﺗﯾﺟﻲ‬
Develop Corporate Mission ‫ﻣﮭﻣﺔ ﺗطوﯾر اﻟﺷرﻛﺎت‬
Establish Strategic Business Unit [ SBU] ‫إﻧﺷﺎء وﺣدة اﻷﻋﻣﺎل اﻻﺳﺗراﺗﯾﺟﯾﺔ‬
Assign Resources to each SBU ‫ﺗﻌﯾﯾن اﻟﻣوارد إﻟﻰ وﺣدات ﻋﻣل اﺳﺗراﺗﯾﺟﯾﺔ‬
Planning New Businesses ‫ ﺗﺧطﯾط اﻷﻋﻣﺎل اﻟﺟدﯾدة‬, downsizing ‫ ﺗﻘﻠﯾص‬or terminating
older businesses ‫إﻧﮭﺎء أﻗدم اﻟﺷرﻛﺎت‬

8 Developing Corporate Mission :

Dell's mission is to be the most successful computer company in the world
at delivering the best customer experience in markets we serve. In doing
so, Dell will meet customer expectations of:
Highest quality ‫أﻋﻠﻰ ﻣﺳﺗوى ﻣن اﻟﺟودة‬
Leading technology ‫اﻟﺗﻛﻧوﻟوﺟﯾﺎ اﻟراﺋدة‬
Competitive pricing ‫ﺗﻧﺎﻓﺳﯾﺔ اﻷﺳﻌﺎر‬
Individual and company accountability ‫ﻓرد وﺷرﻛﺔ اﻟﻣﺳﺎءﻟﺔ‬
Best-in-class service and support ‫أﻓﺿل ﺧدﻣﺔ ودﻋم‬
Flexible customization capability ‫اﻟﺗﺧﺻﯾص اﻟﻘدرة‬
Superior corporate citizenship ‫ﻣواطﻧﺔ اﻟﺷرﻛﺎت ﻣﺗﻔوﻗﺔ‬
Financial stability ‫اﻻﺳﺗﻘرار اﻟﻣﺎﻟﻲ‬
‫أﻧﺟﺢ ﺷرﻛﺔ ﻛﻣﺑﯾوﺗر ﻓﻲ اﻟﻌﺎﻟم ﻓﻲ ﺗﻘدﯾم أﻓﺿل ﺗﺟرﺑﺔ ﻟﻠزﺑﺎﺋن ﻓﻲ اﻷﺳواق اﻟﺗﻲ ﻧﺧدﻣﮭﺎ‬

9 Almarai … Mission statement …

Almarai will constantly exceed consumer expectations by providing the
highest quality food products and superior customer service through
continuous development and investment in its human and technical
resources
‫وﺳوف ﺗﺗﺟﺎوز اﻟﻣراﻋﻲ ﺑﺎﺳﺗﻣرار ﺗوﻗﻌﺎت اﻟﻣﺳﺗﮭﻠﻛﯾن ﻣن ﺧﻼل ﺗوﻓﯾر اﻟﻣواد اﻟﻐذاﺋﯾﺔ أﻋﻠﻰ ﺟودة اﻟﻣﻧﺗﺟﺎت وأرﻗﻰ‬
‫اﻟﺧدﻣﺎت ﻟﻠﻌﻣﻼء ﻣن ﺧﻼل اﻟﺗطوﯾر اﻟﻣﺳﺗﻣر‬

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 10 Establishing SBU’S
De ning businesses as a customer satisfying process ‫ اﻟﻌﻣﯾل ﻋﻣﻠﯾﺔ ﻣرﺿﯾﺔ‬and
not goods producing process
Characteristics ‫ اﻟﺧﺻﺎﺋص‬of SBU’s:
Single business or collection of related business that can be planned
separately from the company ‫واﺣد أو ﻣﺟﻣوﻋﺔ ﻣن اﻷﻋﻣﺎل اﻟﺗﺟﺎرﯾﺔ ذات اﻟﺻﻠﺔ‬
It has its own set of competitors ‫اﻟﻣﻧﺎﻓﺳﯾن‬
A manager who is responsible for strategic planning and pro ts
performance ‫وﻗﺎل ﻣدﯾر اﻟﻣﺳؤول ﻋن اﻟﺗﺧطﯾط اﻻﺳﺗراﺗﯾﺟﻲ واﻷداء اﻷرﺑﺎح‬

11 [Tools for classifying businesses by pro t potential ‫] اﻟرﺑﺢ اﻟﻣﺣﺗﻣل‬

Assigning resources ‫ اﻟﻣوارد‬to each SBU
[Tools for classifying businesses by pro t potential ‫] اﻟرﺑﺢ اﻟﻣﺣﺗﻣل‬
BCG Approach [Boston Consulting Group]
General Electric Approach

12 stars Question marks Cash cows Dogs BCG Matrix

Market growth rate ‫ﻣﻌدل ﻧﻣو اﻟﺳوق‬
Cash cows
Dogs
Relative Market share ‫اﻟﻧﺳﺑﻲ ﺳوق اﻷﺳﮭم‬
BCG Matrix

13 General Electric Model [GE Model]

High
Market attractiveness
Low
Strong
weak
Business strength

14 Planning New Business

If there is a gap between future desired sales and projected sales ‫اﻟﻔﺟوة ﺑﯾن‬
‫ اﻟﻣطﻠوب واﻟﻣﺳﺗﻘﺑل اﻟﻣﺑﯾﻌﺎت اﻟﻣﺑﯾﻌﺎت اﻟﻣﺗوﻗﻌﺔ‬، , corporate management will have to
acquire or develop new businesses to ll it.
Intensive growth – identify opportunities to achieve further growth within
current businesses ‫ﺗﺣدﯾد اﻟﻔرص اﻟﻣﺗﺎﺣﺔ ﻟﺗﺣﻘﯾﻖ ﻣزﯾد ﻣن اﻟﻧﻣو ﻓﻲ اﻷﻋﻣﺎل اﻟﺣﺎﻟﯾﺔ‬
[product market expansion ‫ اﻟﺗوﺳﻊ‬strategy, market penetration ‫ ﺗﻐﻠﻐل‬strategy,
new market development strategy, product development strategy,
diversi cation ‫ ﺗﻧوﯾﻊ‬strategy]

15 Integrative growth – identify opportunities to build or acquire

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businesses that are related to current businesses ‫ﺗﺣدﯾد اﻟﻔرص اﻟﻣﺗﺎﺣﺔ ﻟﺑﻧﺎء أو ﺷراء‬
‫[ اﻟﺷرﻛﺎت اﻟﺗﻲ ﺗرﺗﺑط اﻟﺷرﻛﺎت اﻟﺣﺎﻟﯾﺔ‬forward, backward, horizontal integration]
[Feeds manufacturing - dairy farming – avored milk
[‫ ﺣﻠﯾب ﺑﻧﻛﮭﺔ‬-- ‫ اﻟزراﻋﺔ اﻷﻟﺑﺎن‬-- ‫] إس اﻟﺻﻧﺎﻋﺔ‬
Diversi cation growth - identify opportunities to add attractive businesses
that are unrelated to current businesses ‫ﺗﺣدﯾد ﻓرص ﺟذاﺑﺔ ﻹﺿﺎﻓﺔ اﻟﺷرﻛﺎت اﻟﺗﻲ ﻻ ﻋﻼﻗﺔ‬
‫[ ﻟﮭﺎ اﻟﺷرﻛﺎت اﻟﺣﺎﻟﯾﺔ‬concentric, horizontal, conglomerate] [Almarai – fruit juice
‫]ﻋﺻﯾر ﻓواﻛﮫ‬

16 ‫ﻣﺑﯾﻌﺎﺗﮫ‬
‫اﻟﺗﺧطﯾط اﻻﺳﺗر‬
‫اﺗﯾﺟﻲ اﻟﻔﺟوة‬
‫اﻟﻣﺑﯾﻌﺎت اﻟﻔﻌﻠﯾﺔ‬

17 Stages ‫ ﻣراﺣل‬in Business Strategic Planning process:

Business mission
SWOT Analysis - Internal & External environment analysis
‫ﺗﺣﻠﯾل اﻟﺑﯾﺋﺔ اﻟداﺧﻠﯾﺔ واﻟﺧﺎرﺟﯾﺔ‬
Goal formulation ‫ [ ﺻﯾﺎﻏﺔ اﻟﮭدف‬hierarchically, quantitatively, realistic,
consistent ] ‫ ﺑﻣﺎ ﯾﺗﺳﻖ‬، ‫ واﻗﻌﯾﺔ‬، ‫ ﻣن اﻟﻧﺎﺣﯾﺔ اﻟﻛﻣﯾﺔ‬، ‫ھرﻣﯾﺎ‬
Strategy formulation [ cost leadership, di erentiation, focus
‫ واﻟﺗرﻛﯾز‬، ‫ واﻟﺗﻣﺎﯾز‬، ‫] أدﻧﻰ ﺳﻌر‬
[continued in the next slide…]
SWOT – Strengths, weaknesses, opportunities & threats
‫ﻧﻘﺎط اﻟﻘوة واﻟﺿﻌف واﻟﻔرص واﻟﺗﮭدﯾدات‬

18 Program formulation ‫ﺻﯾﺎﻏﺔ اﻟﺑراﻣﺞ‬

Implementation ‫ﺗﻧﻔﯾذ‬
Feedback and control ‫ردود اﻟﻔﻌل واﻟﺳﯾطرة‬

19 Marketing planning process

Corporate, Division and Business Plan is essential to complete the
marketing process ‫ ﻋﻣﻠﯾﺔ‬.
Marketing managers at any organizational level follow the marketing
planning process.
Marketing planning process follow closely the marketing process:
Analyze market opportunities, research and select target markets, design
marketing strategies, planning marketing programs, organize, implement,
and coordinate marketing e ort.

20 Marketing process
‫ﺗﺣﻠﯾل اﻟﻔرص اﻟﺗﺳوﯾﻘﯾﺔ‬
‫اﻟﺗﺧطﯾط ﻟﺑراﻣﺞ اﻟﺗﺳوﯾﻖ‬
‫ﺗطوﯾر اﺳﺗراﺗﯾﺟﯾﺎت اﻟﺗﺳوﯾﻖ‬
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‫إدارة اﻟﺟﮭود اﻟﺗﺳوﯾﻘﯾﺔ‬

21 Marketing planning A marketing plan … acts as a road map

‫ﺧرﯾطﺔ اﻟطرﯾﻖ‬
assist ‫ ﻣﺳﺎﻋدة‬in management control and implementation ‫ ﺗﻧﻔﯾذ‬of strategy
Inform ‫ إﻋﻼم‬new participants of roles in implementing plan and achieving
objectives
assist ‫ ﻣﺳﺎﻋدة‬in obtaining resources ‫اﻟﺣﺻول ﻋﻠﻰ اﻟﻣوارد‬
stimulate thinking ‫ ﺣﻔز اﻟﺗﻔﻛﯾر‬and better use ‫ اﻻﺳﺗﺧدام اﻷﻓﺿل‬of limited resources
‫ﻣوارد أﻗل‬
help in organization ‫ ﺗﻧظﯾم‬and assignment ‫ ﺗﺧﺻﯾص‬of responsibilities ‫ اﻟﻣﺳؤوﻟﯾﺔ‬,
tasks ‫ اﻟﻣﮭﺎم‬, timing ‫ﺗوﻗﯾت‬
Creates ‫ ﯾﺧﻠﻖ‬an awareness ‫ اﻟوﻋﻲ‬of problems, opportunities, and threats

22 The Nature and Contents of A Marketing Plan

Executive summary ‫ﻣوﺟز‬
Introduction ‫ﻣﻘدﻣﺔ‬
Situation Analysis ‫ ﺗﺣﻠﯾل اﻟوﺿﻊ‬/ Environment analysis ‫ﺗﺣﻠﯾل اﻟﺑﯾﺋﺔ‬
Target market ‫اﻟﺳوق اﻟﻣﺳﺗﮭدﻓﺔ‬
Opportunity and issues ‫ ﻓرﺻﺔ واﻟﻘﺿﺎﯾﺎ‬analysis [SWOT]
Marketing Objectives and Goals ‫اﻷھداف واﻟﻐﺎﯾﺎت‬
Marketing strategy
Action programs/Marketing Tactics ‫ﺑرﻧﺎﻣﺞ اﻟﻌﻣل واﻟﺗﺳوﯾﻖ اﻟﺗﻛﺗﯾﻛﺎت‬
Projected ‫ ﯾﻘدر‬pro t-and-loss statement
Control ‫اﻟﺳﯾطرة‬
Summary
Appendices

23 Possible Products … End

A machine that vends of “soft” ice cream to be placed in schools, and other
institutions
A total car care center with diagnostic center, service department, an auto
supply store, and a vending machine area
A guidebook to Asian restaurants that appeals to university students with
limited funds
End

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