Session 7 Strategic Planning and Marketing Process

Time required: 2 hours
Objectives & Requirements
　　Understand
　　•  the basic strategies
　　•  what is meant by "strategic" planning
　　•  the major steps in strategic planning and their contribution to development of a successful strategy
　　•  the strengths and weaknesses of the business portfolio techniques
　　•  the “marketing management process” and its various steps
　　•  the contents of a marketing plan
Essential Concepts
　　•  the Three Generic Strategies
　　•  the Five Determinants of Industry Profitability
　　•  the major steps in strategic planning
　　•  alternative views of strategy
　　•  the BCG Growth-Share Matrix
　　•  the GE S. BIZ-Planning Grid
　　•  Product / Market Expansion Grid
　　•  marketing plan
Text Chapter and Supplementary Materials
　　Chapter 2，Appendix 2, Kotler & Armstrong, Principles of Marketing 9th ed.
　　References at the end of the chapter, and in the Course Syllabus
Exercises and Discussion
　　Marketing Applications: 1(a-c)
　　Issues for Discussion:
　　1. What’s the position of business portfolio analysis as related to the planning of marketing mix?
　　2. How do you evaluate the diversification of many Chinese home appliance companies into the computer industry in the early 2000’s ?
　　3. To predict for the outcome of力帆、波导、小天鹅’s entry into automobile industry，what key factors or information do you need to know?
Case Analysis:
　　1.《英特尔公司》（《当代营销学案例集》）
　　2.《中国收获机械集团公司》（《当代营销学案例集》）
Quiz 2 (for Sessions 4-7)

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