inStrategicPlanning(营销管理,菲利普·科特勒教

©2006PearsonEducation,Inc.MarketingforHospitalityandTourism,4theditionUpperSaddleRiver,NJ07458Kotler,Bowen,andMakensChapter3TheRoleofMarketinginStrategicPlanning©2006PearsonEducation,Inc.MarketingforHospitalityandTourism,4theditionUpperSaddleRiver,NJ07458Kotler,Bowen,andMakens“Wouldyoutellme,please,whichwayIoughttogofromhere?”-Alice(fromLewisCarroll’sAliceinWonderland)©2006PearsonEducation,Inc.MarketingforHospitalityandTourism,4theditionUpperSaddleRiver,NJ07458Kotler,Bowen,andMakens©2006PearsonEducation,Inc.MarketingforHospitalityandTourism,4theditionUpperSaddleRiver,NJ07458Kotler,Bowen,andMakensChapterObjectives•Explaincompany-widestrategicplanning•Understandtheconceptsofstakeholders,processes,resources,andorganizationastheyrelatetoahigh-performingbusiness•Explainthefourplanningactivitiesofcorporatestrategicplanning©2006PearsonEducation,Inc.MarketingforHospitalityandTourism,4theditionUpperSaddleRiver,NJ07458Kotler,Bowen,andMakens©2006PearsonEducation,Inc.MarketingforHospitalityandTourism,4theditionUpperSaddleRiver,NJ07458Kotler,Bowen,andMakensChapterObjectives•Understandtheprocessesinvolvedindefiningacompany’smissionandsettinggoalsandobjectives•Discusshowtodesignbusinessportfoliosandgrowthstrategies•Explainthestepsinvolvedinthebusinessstrategyplanningprocess©2006PearsonEducation,Inc.MarketingforHospitalityandTourism,4theditionUpperSaddleRiver,NJ07458Kotler,Bowen,andMakens©2006PearsonEducation,Inc.MarketingforHospitalityandTourism,4theditionUpperSaddleRiver,NJ07458Kotler,Bowen,andMakensMarket-OrientedStrategicPlanningMarket-orientedstrategicplanningisthemanagerialprocessofdevelopingandmaintainingafeasiblefitbetweentheorganization’sobjectives,skillsandresourcesanditschangingmarketopportunities©2006PearsonEducation,Inc.MarketingforHospitalityandTourism,4theditionUpperSaddleRiver,NJ07458Kotler,Bowen,andMakens©2006PearsonEducation,Inc.MarketingforHospitalityandTourism,4theditionUpperSaddleRiver,NJ07458Kotler,Bowen,andMakensKeyIdeasDefiningStrategicPlanning1.Managecompaniesbusinessesasaninvestmentportfolio2.Assessfutureprofitpotential3.Developthestrategyitself©2006PearsonEducation,Inc.MarketingforHospitalityandTourism,4theditionUpperSaddleRiver,NJ07458Kotler,Bowen,andMakens©2006PearsonEducation,Inc.MarketingforHospitalityandTourism,4theditionUpperSaddleRiver,NJ07458Kotler,Bowen,andMakensNatureofHigh-PerformanceBusiness•Stakeholders•Processes•Resources•Organization©2006PearsonEducation,Inc.MarketingforHospitalityandTourism,4theditionUpperSaddleRiver,NJ07458Kotler,Bowen,andMakens©2006PearsonEducation,Inc.MarketingforHospitalityandTourism,4theditionUpperSaddleRiver,NJ07458Kotler,Bowen,andMakensTheRelationshipBetweenAnalysis,Planning,Implementation,andControl©2006PearsonEducation,Inc.MarketingforHospitalityandTourism,4theditionUpperSaddleRiver,NJ07458Kotler,Bowen,andMakens©2006PearsonEducation,Inc.MarketingforHospitalityandTourism,4theditionUpperSaddleRiver,NJ07458Kotler,Bowen,andMakensTheHighPerformanceBusiness(Excerptedfromthefirstquarter1992issueofPrism,thequarterlyjournalforseniormanagers,publishedbyArthurD.Little,Inc.)©2006PearsonEducation,Inc.MarketingforHospitalityandTourism,4theditionUpperSaddleRiver,NJ07458Kotler,Bowen,andMakens©2006PearsonEducation,Inc.MarketingforHospitalityandTourism,4theditionUpperSaddleRiver,NJ07458Kotler,Bowen,andMakensDynamicRelationshipsAmongStakeholderGroupsinHighPerformanceBusinesses(Excerptedfromthefourthquarter1992issueofPrism,thequarterlyjournalforseniormanagers,publishedbyArthurD.Little,Inc.)©2006PearsonEducation,Inc.MarketingforHospitalityandTourism,4theditionUpperSaddleRiver,NJ07458Kotler,Bowen,andMakens©2006PearsonEducation,Inc.MarketingforHospitalityandTourism,4theditionUpperSaddleRiver,NJ07458Kotler,Bowen,andMakensCorporateStrategicPlanning•Corporateheadquarterssetsplanningprocessintomotion•Greaterneedforempowermentofemployees•Hospitalityandtourismindustriesareinternationalandmulti-cultural©2006PearsonEducation,Inc.MarketingforHospitalityandTourism,4theditionUpperSaddleRiver,NJ07458Kotler,Bowen,andMakens©2006PearsonEducation,Inc.MarketingforHospitalityandTourism,4theditionUpperSaddleRiver,NJ07458Kotler,Bowen,andMakensDefiningtheCorporateMission•MissionisshapedbyHistory•Resourcesdeterminepossibilities•Missionshouldbebasedondistinctivecompetencies©2006PearsonEducation,Inc.MarketingforHospitalityandTourism,4theditionUpperSaddleRiver,NJ07458Kotler,Bowen,andMakens©2006PearsonEducation,Inc.MarketingforHospitalityandTourism,4theditionUpperSaddleRiver,NJ07458Kotler,Bowen,andMakensCompetitiveScopes•Industryscope–rangeofindustriesthatthecompanywillconsider•Productsandapplicationsscope–rangofproductsandapplicationsinwhichthecompanywillparticipate•Competenciesscope–rangeoftechnologicalandothercorecompetenciesthecompanywillmasterandleverage©2006PearsonEducation,Inc.MarketingforHospitalityandTourism,4theditionUpperSaddleRiver,NJ07458Kotler,Bowen,andMakens©2006PearsonEducation,Inc.MarketingforHospitalityandTourism,4theditionUpperSaddleRiver,NJ07458Kotler,Bowen,andMakensCompetitiveScopes