Every company must find the most effective rules of the game for its long-term survival and growth under specific situations, opportunities, goals and resources. This is the core of strategic planning-the process of maintaining strategic adaptation between the organization's goals and capabilities and the ever-changing market.
A: Determine the mission of market orientation.
A mission statement is an explanation of the organization's goals-what the organization hopes to achieve in the big environment.
The mission statement should be market-oriented and defined according to the basic needs of customers.
The mission statement should be meaningful, clear and inspiring.
The company's mission should not focus too much on sales or profits-profits are only the return of creating value for customers.
Set company goals
Companies need to translate their mission into detailed support objectives for each management.
These goals should be achieved as a set of goal hierarchy, including business goals and marketing goals.
Enterprises must formulate marketing strategies and project plans to support their marketing objectives.
C: planning business portfolio
Under the guidance of the company's mission and objectives, managers must now plan the business portfolio (business? Portfolio)- A collection of businesses and products that make up a company.
The company's business portfolio planning involves two steps: first, the company must analyze the current business portfolio and decide which businesses should receive more support and which businesses should be reduced or no longer invested. Second, it must formulate growth and streamlining strategies to build its future business portfolio.
-Analyze the current business portfolio.
Portfolio analysis is the main task in strategic planning, and managers use it to evaluate the businesses and products that make up the company.
Most standard business portfolio analysis evaluates the attractiveness of each strategic business unit-market or industry-and its position in the market or industry from two dimensions.
Boston consulting group act
By using the classic Boston Consulting Group (BCG), the company classifies all its strategic business units according to the growth share matrix. On the vertical axis, the attractiveness of the market is measured by the market growth rate; On the horizontal axis, relative market share is used to measure the strength and position of a company in the market.
Star category: a business or product with high growth rate and high share.
Cash cow: a business or product with low growth and high share.
Problem category: low-share business in high-growth markets.
Thin dog: low growth and low share of business and products.
D: Planned marketing and other functional policies
1, the positioning of companies and products should be market-oriented, based on customer needs, in short, based on meeting customer needs, only in this way can they develop healthily;
2. The mission of the company should not pay too much attention to sales or profit-profit is only the return of creating value for customers. Usually, we always pay too much attention to the results, thinking that we can get it by paying attention, but in fact, profit is only the result of natural return, a natural process, not a deliberate pursuit. Therefore, as an enterprise, we should put more energy into building product value, so that profits will naturally come;
3. The mission should meet the needs of the environment. On the one hand, the existence of enterprises should meet the needs of customers, on the other hand, it should also meet the needs of the social environment and grow rapidly with the trend;
4. The company's goals should be detailed and executable, and coordinated;
5. Develop growth and streamlining strategies: For most enterprises, the product scale is not suitable for large-scale comprehensive promotion, but products should be selected on the basis of analysis and promoted with emphasis;
6. Analysis can be carried out in a scientific way. Product or business analysis should not be judged only by personal feelings. Often, a person's feelings are one-sided, so we should analyze them scientifically and make rational judgments.