Стратегическое планирование и стратегический анализ

Маркетинговое планирование представляет собой маркетинговую деятельность, направленную на анализ и диагностику текущей ситуации, факторов внутренней и внеш- ней среды в будущем, составление SWOT-анализа, определение проблем маркетинга, целей и альтернативных решений, а также их детальную разработку и выбор наиболее подходящей альтернативы.

Выбранное решение затем находит отражение в форме операционного плана, который включает в себя маркетинговый микс, различные бюджеты и план действий.

Маркетинговое планирование разделяют на стратегическое и операционное:

  • Стратегическое планирование включает в себя анализ, планирование и осуществление маркетинговой деятельности, связанной с выбором комбинации «товар/ рынок/ технология», целевой группы и желаемого позиционирования. План разрабатывается на срок 3-5 лет (горизонт планирования) при использовании глобальной информации преимущественно из внешних источников.
    • — малое количество
      — относится к различным департаментам и стратегическим бизнес-единицам

      -перераспределение доступных ресурсов

      -долгосрочный характер

  • Операционное планирование включает в себя анализ, реализацию и оценку конкретных маркетинговых инструментов для конкретной целевой группы. Операционные планы составляют на более короткий срок, обычно до одного года, при использовании детализированной информации, чаще всего, из внутренних источников.

    — большое количество

    -составляется для конкретного департамента или стратегической бизнес-единицы

    -перераспределение ресурсов в рамках департаментов или стратегических бизнес- единиц

    — краткосрочный, операционный характер

     

Стратегическое планирование является долгосрочным, в то время как операционное планирование – краткосрочным. Часто также выделяют и тактическое, ежедневное планирование.

Тактика – это временное действие корректирующего характера в ответ на конкретное событие во внешней среде, направленное на достижение краткосрочных целей (для инструмента или функции). В тактике детально расписано, каким образом следует реализовать стратегию в течение последующего года.

Маркетинговое планирование имеет место на всех уровнях организации, т.е. на уровне топ-менеджмента, стратегической бизнес-единицы и товара.

Большинство крупных компаний состоят из стратегических бизнес-единиц.

Стратегическая бизнес-единица – единица организации, которая функционирует как более или менее независимая суборганизация. В целом, стратегические бизнес-единицы должны отвечать следующим требованиям:

1. собственная миссия
2.ориентация на среду товар-рынок (собственный товар, комбинация «товар/рынок/технология»)
3. четко определенная целевая группа
4. управляемая опытным менеджером, ориентированным на рынок
5. управление своими собственными ресурсами
6. индивидуальная стратегия и стратегический план

7.наличиене посредственных конкурентов
8. отличительное преимущество

Топ-менеджмент имеет три функции:

1.Функция координации

Составление долгосрочных и среднесрочных стратегических планов

2.Функция руководства
Организация процесса выполнение стратегии

3.Функция контроля
Ответственность за контроль и оценку выполнения плана, а также и за его результаты.

Методы планирования

  • Планирование сверху-вниз – руководство организации определяет задачи и цели, которые должны быть выполнены на более низких уровнях.
  • Планирование снизу-вверх – более низкие звенья менеджмента определяют цели и задачи, и затем представляют их высшему руководству для комментариев, корректировки и одобрения.
  • Планирование «цели вниз – планы наверх» – руководство определяет цели, после чего на более низком уровне разрабатываются операционные планы для достижения данных целей.

Иерархия целей

  • Организационная стратегия разрабатывается вокруг миссии и центральной проблемы (какую роль стремится и может выполнять организация, на каких рынках). Во внимание принимаются интересы заинтересованных сторон, ключевая компетенция и способы реализации стратегии.
  • Организационные цели  могут быть количественными (прибыль, доля рынка, эффективность) или качественными (благополучие потребителей или общества, долгое существование организации)
  • Цели стратегической бизнес-единицы основываются на организационных целях и имеют отношение исключительно к данной стратегической бизнес-единице.
  • Цели товар/рынок относятся к специальным комбинациям товар/рынок (товар / рынок / технология)имогутосновыватьсякакнацеляхорганизации,такинацеляхстратегичес- кой бизнес-единицы.

Стратегическое планирование

Стратегическое планирование отражает сущность компании и ее вид деятельности:

  • что мы собираемся делать (определение вида деятельности),
  • каким образом мы собираемся это делать (миссия/философия),
  • каким образом мы это организуем.

Процесс стратегического планирования:

1. Анализ настоящего стратегического профиля компании или стратегической бизнес- единицы: определение вида деятельности, миссии и цели
2. SWOT-анализ: сильные и слабые стороны компании сопоставляются с возможностями и угрозами внешней среды. Например: конфронтационная матрица
3. Определение стратегического разрыва между настоящими целями и SWOT- анализом
4. Корректировка стратегического профиля

5.Переформулировка стратегических областей деятельности, стратегической бизнес- единицы


Миссия

Самая важная, конечная цель многих компаний, зачастую выражена в следующих терминах:

Корпоративная философия – достаточно широкое определение целей компании, которое применимо в различных областях.

Пример:
Миссия Google: «Удобно организовать всю информацию в мире и сделать ее доступной и полезной каждому».

Миссия Danone: «Обеспечить как можно большее количество людей здоровыми продуктами питания».

Миссия IKEA:«Улучшение повседневной жизни каждого».
Johnson and Johnson, Кредо
Мы полагаем, что мы несем основную ответственность перед докторами, медсестрами и пациентами, матерьми и отцами и перед всеми теми, кто использует нашу продукцию и услуги. Для того, чтобы отвечать их нуждам, всё, что мы делаем, должно отвечать высококачественным стандартам.

Мы должны постоянно стараться для того, чтобы понизить затраты с целью поддержания разумных цен.

Заказы клиентов должны выполняться незамедлительно и аккуратно. Наши поставщики и дистрибьюторы должны иметь возможность получить справедливую прибыль…. И, наконец, мы несем ответственность и перед нашими акционерами. Бизнес должен давать хороший доход. Мы должны экспериментировать с новыми идеями. Следует проводить исследования, разрабатывать инновационные программы и устранять ошибки. Следует приобретать новое оборудование, предоставлять новые услуги и запускать в производство новые товары. Должны формироваться резервы с тем, чтобы обеспечить деятельность в неблагоприятные времена. Когда мы осуществляем свою деятельность согласно данным принципам, акционеры получат честную и справедливую прибыль.

Формулировка миссии отражает роль и амбиции организации в четко определенных областях деятельности. Миссия отражает организационную философию и культуру.

Пример:
NCR: Миссия компании NCR – обеспечить Ценность для нашего покупателя
NCR является успешно развивающейся компанией, которая стремится к достижению высоких результатов, но таким образом, что ее действия полностью согласуются с интересами заинтересованных сторон. Заинтересованные стороны – это все те, кто владеют долью прибыли компании. Основной миссией компании NCR является обеспечение ценности товара для заинтересованных участников.

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