Companywide Strategic Planning
  Strategic Planning
  • The process of developing and maintaining a 
   strategic fit between the organization’s goals 
   and capabilities and its changing marketing 
   opportunities.
                      Steps in Strategic Planning
                                     Corporate level                             Business unit, product, and 
                                                                                          market level
               Defining the                 Setting                 Designing the                Planning 
                 company                   company                    business                marketing and 
                  mission                objectives and               portfolio              other functional 
                                             goals                                              strategies
   1.Defining a Market-Oriented Mission
  Mission Statement
  • A statement of the organization’s purpose—
   what it wants to accomplish in the larger 
   environment.
  • It should be market oriented and defined in 
   terms of satisfying basic customer needs. 
  • Its mission is not simply to sell ice cream.
  • Its mission is to “make people happy around 
   the world by selling the highest quality, most 
   creative ice cream experience with passion, 
   excellence, and innovation.” 
  • Its mission is not simply to hold online auctions and 
   trading.
  • It aims “to provide a global trading platform where 
   practically anyone can trade practically anything”—
   with eBay, “shop victoriously!”
  • It wants to be a unique Web community in which 
   people can safely shop around, have fun, and get to 
   know each other, for example, by chatting at eBay café.