Markteing Manager Course - Chapter 05

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Markteing Manager Course - Chapter 05McGraw-Hill © 2004 The McGraw-Hill Companies, Inc. All rights reserved.Chapter 5 Managing the Planning ProcessMcGraw-Hill © 2004 The McGraw-Hill Companies, Inc. All rights reserved. Learning Objectives After reading this chapter, you should be able to: To take advantage of the benefits of planning at every level of the organization Recognize major planning pitfalls and develop quality planning programs Balance formal planning with opportunistic planning Establish objectives to drive the entire planning process Prepare action plans at the strategic, tactical, and operational levels Learn how to implement plans successfullyMcGraw-Hill © 2004 The McGraw-Hill Companies, Inc. All rights reserved. What is planning? The management function that: assesses the management environment to set future objectives; and maps out actions necessary to achieve those objectives. Planned actions require careful resource allocation. Plans must be accompanied by implementation guidelines.McGraw-Hill © 2004 The McGraw-Hill Companies, Inc. All rights reserved. Key Elements to a Plan O bj i ectves A ctons i R esource A locaton l i I pl ent i m em aton G ui i delnesMcGraw-Hill © 2004 The McGraw-Hill Companies, Inc. All rights reserved. Benefits of Planning Develop a sense of direction and purpose Identifying the factors that affect the organization Assessment of external forces Encouraging participation Coordination of efforts Establishment of priorities Focusing attention on different time horizonsMcGraw-Hill © 2004 The McGraw-Hill Companies, Inc. All rights reserved. Benefits of planning (continued) Understanding circumstances contributing to past success or failure Assurance of the availability of adequate resources Establishing performance standards Supporting organizational control systems Developing “what if” scenarios Management developmentMcGraw-Hill © 2004 The McGraw-Hill Companies, Inc. All rights reserved. The Pitfalls of Planning Poor forecasts of future conditions Plans imposed from above Planning as a self-contained activity Extensive bureaucratization Inflexible adherence to objectives and processesMcGraw-Hill © 2004 The McGraw-Hill Companies, Inc. All rights reserved. Keys to Successful Planning Involving different organizational levels Using both numerical and judgmental methods Viewing planning as continuous and capable of adapting to change Avoiding paralysis of the analysis Concentrating on a manageable set of issuesMcGraw-Hill © 2004 The McGraw-Hill Companies, Inc. All rights reserved. Formal Planning and Opportunistic Planning Formal planning Opportunistic systems are designed planning involves: to: Programmatic actions triggered by Deliberately identify unforeseen objectives; and to circumstances. Structure the major It can coexist with tasks of the formal planning and organization to can help the formal accomplish them. plan function more smoothly.McGraw-Hill © 2004 The McGraw-Hill Companies, Inc. All rights reserved. The Formal Planning Process Involves Setting objectives Charting a course of action to meet the objectives ImplementationMcGraw-Hill © 2004 The McGraw-Hill Companies, Inc. All rights reserved. Setting Objectives Objectives are more general at the top and become more specific at the lower level Overall objectives of the organization reflect its mission Objec ...