Planning, Sales

Forecasting and
Budgeting-
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 Planning
 is deciding now what we are going to do later, including how and when we are going to
do it.
 the process of decision-making in a systematic manner regarding the goals and the
objectives of an organization.
 In short, it is a process an individual or group will undertake in the future and the
resources required for attaining them.
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 Strategic Planning
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 Planning is done in three Organizational
Levels
■ Corporate Strategic Planning – it is developed at the company’s headquarters to guide the whole organization
Planning process includes four steps or planning activities

a. Developing corporate mission and objectives

b. Defining strategic business units

c. Allocation of sources to SBU’s

d. Developing corporate strategies to fill the strategic planning gap

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 Planning is done in three Organizational
Levels
■ Business Unit (or SBU) Strategic Planning – is done by the head of the
business unit by developing long-term mission, objectives and goals, and
strategies in the changing environment

Steps

a. Defining the business unit mission

b. Scanning the external environment ( for opportunities and threats)
c. Analysis of the internal/environment
d. Developing long-term objectives and goals
e. Formulating strategies for achieving the objectives and goals
f. Preparing program or action plans from the strategies
g. Implementing the strategies and action plans
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h. Monitoring results and taking corrective actions

 Planning is done in three Organizational
Levels
■ Product/Operational Planning – is done for each product within a business
unit

-It plans the specific procedure or systems required at lower levels of the
organization
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 Role of marketing and Sales
A. Corporate strategy - entails a clearly defined, long-term vision
that organizations set, seeking to create corporate value and motivate
the workforce to implement the proper actions to achieve customer
satisfaction.

Example : Cost leadership and Product differentiation

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 Role of marketing and Sales
B. Business strategy
A business strategy is an outline of the actions and decisions a
company plans to take to reach its goals and objectives
 The business strategy also guides many of your organizational
decisions, such as hiring new employees.
A business strategy defines what the company needs to do to reach
its goals, which can help guide the decision-making process for hiring
as well as resource allocation.
A business strategy helps different departments work together,
ensuring departmental decisions support the overall direction of the
company.
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 Role of marketing and Sales
C. Functional Strategy
is the strategic plan adopted by each functional area in the value
chain of the organization like marketing, production, finance, human
resources, IT etc. to implement and align with the overall business or
corporate strategy/vision for achieving organizational level
objectives.
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 a.To provide information on completion and customer
b.To advocate customer orientation and basic value of putting
the customer first, as a part of long-term corporate strategy
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 Strategic Management

- ( takes two levels of the firm – the corporate and SBU levels)
- It gives a direction to the firm and focuses on developing strategies to achieve long-term
objectives and goals

Operations Management
– maintains the direction given by strategic management and concentrates on day-to-day issues
or activities like revenue, costs, and profits.

- It includes all the functions such as finance, marketing, operations (or production) and human
resource
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 Role of Marketing and Sales in an Organization
Organizational Level
(and Strategy level)
1.Corporate
(Corporate Strategy)
2.Business Unit/SBU/Division
(Business Strategy
3.Functional
(i)Marketing Strategy
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Sales Strategy
Role of Marketing Formal Name
(or key tasks Performed)
• Provide information on Corporate Marketing
competition and customer
• Advocate orientation
• Provide competition and Strategic Marketing
customer analysis
• Develop “Competitive
advantages” strategy
•Develop target market positioning Strategic Sales
and product strategies
•Evolve and implement marketing-
mix
•Co-ordinate marketing related
activities
•Allocate Resources
* Classification of accounts