strategicmarketingplan市场营销战略计划

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1、StrategicMarketingPlanTheoreticalandPracticalConceptAuthor:KarinHiebaumdeBauer14.03.200416IntroductionEverycompanydesignsstrategicplanstoachievetheirsetobjectivesandgoals.Theseplanscanbeshort,medium,orlong-term,accordingtothesizeandscopeofthecompany.Itisveryimportantthatthecompanyspecif

2、iesaccuratelyandcarefullyitsmission.Themissionisfundamentalsinceitrepresentstheoperativefunctionsthatthecompanyisgoingtoperforminthemarketandsupplytotheconsumers.Foracompany,itisveryimportanttodefineitsmission,andiftheyarecarefullydevisedtheyareasourceofsuccessforthecompany.Revisedmissi

3、onshaveturnedthedestinyofmanycompanies.Inthefollowingreport,aStrategicMarketingPlanfortheCorporateInternationalDepartmentoftheRaiffeisenlandesbankSteiermarkBankisintroduced.Thefirstpartintroducesthetheoreticaldescriptiontotakeintoaccountforitsdevelopment.Thesecondpartisbasicallyadepartm

4、entalanalysis,tothensettheobjectivesandgoalsonthebaseoftheneedsoftheMarketandtheresultsfromthelast12months,togetherwiththeapplicationofthisStrategicMarketingPlan.StrategicPlanningisamanagementsystemthatmovesthefocusfrom“whattoachieve”(objectives)to“whattodo”(strategies).WithStrategicPla

5、nningtheaimistofocusonthoseobjectivesthatarepossibletoachieveandinwhatbusinessorareatocompete,incorrespondencewiththeopportunitiesandthreatsthattheenvironmentoffers.Theessenceofstrategicplanningisthesystematicidentificationoftheopportunitiesandthreatsthatwillariseinthefuture,which,combi

6、nedwithotherimportantdata,supplythebaseforacompanytomakebetterdecisionsinthepresenttoexploitopportunitiesandavoiddangers.Sallenave(1991)statesthat“StrategicPlanningistheprocessbywhichmanagersordertheirobjectivesandtheiractionsintime.Itisnotadomainoftopmanagement,butacommunicationanddeci

7、sionmakingprocessinwhichallthestrategiclevelsofthecompanytakepart”.TheaimofStrategicPlanningistoproducedeepchangesintheorganisation’smarketandinitsinternalculture.Strategicplanningdemandsfour,well-definedstages:missionstatementandorganisationalobjectives,analysisofcompanystreng