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picture1_Swot Ppt 75696 | Pmba502 Ch02


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File: Swot Ppt 75696 | Pmba502 Ch02
chapter objectives 1 marketing planning 2 strategic vs tactical 3 porter s five forces model 4 mover strategies 5 swot 6 elements of marketing strategy 7 other tools copyright 2010 ...

icon picture PPTX Filetype Power Point PPTX | Posted on 02 Sep 2022 | 3 years ago
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        Chapter Objectives
      1.    Marketing Planning
      2.    Strategic vs. Tactical
      3.    Porter’s Five Forces Model
      4.    Mover Strategies
      5.    SWOT
      6.    Elements of Marketing Strategy
      7.    Other Tools
                               Copyright © 2010 by Nelson Education Ltd.                               2-2
        Marketing Planning: The Basics for 
        Strategy and Tactics
   Planning:
   • process of anticipating future events and conditions 
       and of determining the best way to achieve 
       organizational goals
   • Continuous process that creates a blueprint for 
       everyone in the organization
   • Important for large and small companies
                               Copyright © 2010 by Nelson Education Ltd.                               2-3
      Strategic Planning versus Tactical Planning 
      Strategic planning
      •   Process of determining an organization’s primary 
          objectives and adopting courses of action that will achieve 
          these objectives
      •   Provides long-term direction for decision makers
      Tactical planning
      •  Process that guides the implementation of activities 
          specified in the strategic plan
      •   Typically addresses shorter-term actions that focus on 
          current or near-term activities
                               Copyright © 2010 by Nelson Education Ltd.                               2-4
    Successful Strategies: Tools and 
    Techniques
   Porter’s Five Forces Model
   • Developed by strategy expert Michael Porter that 
       identifies five competitive forces that influence 
       planning strategies:
         •  The threat of new entrants
         •  The bargaining power of buyers
         •  The bargaining power of suppliers
         •  The threat of substitute products
         •  Rivalry among competitors
                               Copyright © 2010 by Nelson Education Ltd.                               2-5
                               Copyright © 2010 by Nelson Education Ltd.                               2-6
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...Chapter objectives marketing planning strategic vs tactical porter s five forces model mover strategies swot elements of strategy other tools copyright by nelson education ltd the basics for and tactics process anticipating future events conditions determining best way to achieve organizational goals continuous that creates a blueprint everyone in organization important large small companies versus an primary adopting courses action will these provides long term direction decision makers guides implementation activities specified plan typically addresses shorter actions focus on current or near successful techniques developed expert michael identifies competitive influence threat new entrants bargaining power buyers suppliers substitute products rivalry among competitors...

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