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Markteing Manager Course - Chapter 05

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Tham khảo tài liệu 'markteing manager course - chapter 05', kinh doanh - tiếp thị, kỹ năng bán hàng phục vụ nhu cầu học tập, nghiên cứu và làm việc hiệu quả | McGraw-Hill © 2004 The McGraw-Hill Companies, Inc. All rights reserved. Chapter 5 ManagingManaging thethe PlanningPlanning ProcessProcess McGraw-Hill © 2004 The McGraw-Hill Companies, Inc. All rights reserved. Learning Objectives After reading this chapter, you should be able to: z To take advantage of the benefits of planning at every level of the organization z Recognize major planning pitfalls and develop quality planning programs z Balance formal planning with opportunistic planning z Establish objectives to drive the entire planning process z Prepare action plans at the strategic, tactical, and operational levels z Learn how to implement plans successfully McGraw-Hill © 2004 The McGraw-Hill Companies, Inc. All rights reserved. What is planning? zThe management function that: ¾ assesses the management environment to set future objectives; and ¾ maps out actions necessary to achieve those objectives. zPlanned actions require careful resource allocation. zPlans must be accompanied by implementation guidelines. McGraw-Hill © 2004 The McGraw-Hill Companies, Inc. All rights reserved. Key Elements to a Plan Objectives Actions Resource Allocation Imple m e n ta tion Guidelines McGraw-Hill © 2004 The McGraw-Hill Companies, Inc. All rights reserved. Benefits of Planning zDevelop a sense of direction and purpose zIdentifying the factors that affect the organization zAssessment of external forces zEncouraging participation zCoordination of efforts zEstablishment of priorities zFocusing attention on different time horizons McGraw-Hill © 2004 The McGraw-Hill Companies, Inc. All rights reserved. Benefits of planning (continued) zUnderstanding circumstances contributing to past success or failure zAssurance of the availability of adequate resources zEstablishing performance standards zSupporting organizational control systems zDeveloping “what if” scenarios zManagement development McGraw-Hill © 2004 The McGraw-Hill Companies, Inc. All rights reserved. The Pitfalls of Planning