Transcript CHAPTER Two
CHAPTER TWO Strategic Planning and Budgeting STRATEGIC BUSINESS UNIT • ...is a single product or brand, a line of products, or a mix of related products that meets a common market need or a group of related needs. STRATEGIC BUSINESS UNIT (SBU) • • • • • • operates as a separate business has separate management has distinct mission statement has unique customer segments has own competitors has a separate planning function STRATEGIC MANAGEMENT PLANNING • Business Mission • Establishing Goals • Developing Strategies BUSINESS MISSION • Mission statements provide a sense of direction • They may outline: – growth & profitability objectives – philosophy & values BUSINESS MISSION • Factors impacting it’s creation include: – – – – Environmental constraints Firm’s history Existing competencies Resources FROM THE INTERNET • Mission Statements = Profits <http://www.smartbiz.com/sbs/arts/ hph4.htm> FROM THE INTERNET • Read about setting personal mission statements at: <http://www.salestrainingplus.com/ articles.htm#MissionStatement> • Also, read the previous article entitled “Future Trends in Sales and Marketing” GOALS AND OBJECTIVES • Goals are qualitative; objectives are quantitative • Hierarchy STRATEGY • “A strategy is a means an organization uses to achieve its objectives.” GENERIC BUSINESS STRATEGIES (Porter) • Low Cost • Differentiation • Niche LOW COST STRATEGY IMPLICATIONS • Service large, current accounts • Pursue large prospects • Sell on the basis of price DIFFERENTIATION STRATEGY IMPLICATIONS • Sell non-price benefits • Provide high quality service • Train sales force to provide quality NICHE STRATEGY IMPLICATIONS • Become an expert on target market • Focus on non-price benefits BUSINESS STRATEGIES (Miles and Snow) • • • • Prospectors Defenders Analyzers Reactors MILES AND SNOW-IMPLICATIONS • Prospector – Focus on sales volume; prospecting • Defender – Maintain current customers; emphasize service • Analyzer – Balance servicing and prospecting – Consider new products MARKETING STRATEGY • Selection of a target market • Development of a marketing mix MARKETING STRATEGY • Starts with a situational analysis • A snapshot of where we are today SITUATIONAL ANALYSIS • Demand trends: forecasts, sales • Consumer Behavior: who buys, who makes the decision • Social/cultural factors • Economic and business conditions • Technology • Competitive and corporate environment FROM THE INTERNET • Situational Analysis for State of Hawaii-Department of Tourism <http://kumu.icsd.hawaii.gov/tourism/ STP/SWOT.html> SALES MANAGEMENT STRATEGIES • Sales force strategy • Account relationship strategy SALES FORCE STRATEGY • Company Managed Sales Force • Distributor Networks • Hybrid Systems ACCOUNT RELATIONSHIP STRATEGY • • • • • Repeat transactions Contractual relationships Major account relationships Strategic partners See chart, page 59 SALES BUDGETING SALES BUDGETING • A sales budget is a set of planned expenses that is prepared on an annual basis (Text; page 62) BUDGETING PROCESS • • • • Design marketing strategy Estimate sales Estimate personal selling costs Compare actual expenditures with estimates • Revise where necessary SALES BUDGET RESEARCH • Sales expenses relate to sales growth • Salespeople pay better returns than advertising • Percentage of sales method still remains most popular approach to budgeting FROM THE TEXT • Read everything in Chapter 2 (46 to 66).