Professional Documents
Culture Documents
Planning
Asia-Pacific Marketing Federation
Certified Professional Marketer
Copyright
Marketing Institute of Singapore
Outline
Introduction
Meaning & Role of Strategic
Planning
Corporate Mission
Strategic Business Units (SBU)
Marketing Audit
Strategic Planning
Changing Environment
The Role of Strategy
Corporate Strategy:
Mission & • Corporate Operating
Objectives • Business Plans
• Functional
Sun Tze on Strategy
Substantiality
Is it substantial enough to make a difference?
Sustainability
Can it be neutralized by competitors quickly?
Ability to be leveraged into visible business
attributes that will influence customers
The strategic 3 Cs
Customers, Competitors & the Corporation
Environment analysis -- PEST
Strategic Marketing Decisions
Where to compete
How to compete
When to compete
A Viable Marketing Strategy