Strategy, Marketing Plans and Small Organisations

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( 17 )
119 pages
Sprache:
 English
This book provides an overview of strategic planning. It explores the importance of planning to small organisations along with major influences on strategy (competitors and the industry environment).
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Über den Autor

Dr. Breda McCarthy is a lecturer in Marketing in James Cook University (JCU), Townsville, Australia. She obtained a BBS and an MBS from the University of Limerick, Ireland. She obtained a PhD from Dublin City University, Ireland in 1997. She has been a marketing executive and researcher at various p...

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Long term planning is the key to an organisation’s success. This book provides an overview of strategic planning and implementation processes. It explores the importance of planning to small organisations along with major influences on strategy such as competitors and the industry environment. It examines the role of the chief executive, culture and politics in the design and implementation of a strategic plan. It also outlines key components of a strategic marketing plan such as mission, objectives, marketing mix strategies, measurement and review. It draws on current research and includes case studies from a variety of industries.

  1. Strategic Planning
    1. Learning Objectives
    2. The Concept Of Strategy
    3. The Process School Of Thought
    4. Key Influences On Strategy
    5. Case Study: Wine Australia Targets China
  2. Planning And The Small Organisation
    1. Learning Objectives
    2. Learning And The Small Organisation
    3. Marketing And The Small Organisation
    4. Marketing Tactics
    5. Guerilla Marketing
    6. The Internet And Social Media Marketing
    7. Performance Measurement
    8. Case Study: Organics – Moving From Niche To Mainstream In Australia
  3. Competitors And The Industry Environment
    1. Learning Objectives
    2. Identifying Competitors
    3. Porter’s Five Force Model
    4. Porter’s Diamond Framework
    5. Case Study: Canon
  4. The Planning Environment
    1. Learning Objectives
    2. Political-Legal
    3. Economic
    4. Demographics
    5. Technological
    6. Socio-Cultural
    7. Ecological
    8. The Lego Group
Great read.
15. April 2018 um 21:25