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Positioning For Performance

Strategic planning is concerned with creating and maintaining alignment between an organization's resources and evolving market opportunities. It involves 5 steps: 1) situation analysis, 2) establishing objectives, 3) developing strategies, 4) creating an action plan, and 5) execution and monitoring results. Effective positioning differentiates a brand from competitors by occupying a distinct spot in consumers' minds. Strategic planning goals should motivate agents to embrace shared visions and plans through quantifiable objectives, involvement in goal-setting, and linking achievement to rewards.

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tsrajan
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91 views

Positioning For Performance

Strategic planning is concerned with creating and maintaining alignment between an organization's resources and evolving market opportunities. It involves 5 steps: 1) situation analysis, 2) establishing objectives, 3) developing strategies, 4) creating an action plan, and 5) execution and monitoring results. Effective positioning differentiates a brand from competitors by occupying a distinct spot in consumers' minds. Strategic planning goals should motivate agents to embrace shared visions and plans through quantifiable objectives, involvement in goal-setting, and linking achievement to rewards.

Uploaded by

tsrajan
Copyright
© Attribution Non-Commercial (BY-NC)
Available Formats
Download as PPT, PDF, TXT or read online on Scribd
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STRATEGIC PLANNING POSITIONING

FOR PERFORMANCE
What is Strategy?

Envisioning the changing landscape


of business

...And Doing Something About It.


That’s Strategy.
Strategic Planning

Strategic Planning is the managerial process of creating and


maintaining a fit between the Development Officer’s organization
resources and the evolving market opportunities.

Also called Strategic Management Process


Strategic marketing management is concerned with how we will create value for the
agent.

What are its primary goals and how will these be achieved? – how will
this value be delivered
The ‘Business As Usual’
Strategic Planning Process
1.1.Situation
SituationAnalysis
Analysis
Where are you
now?

2.2.Establish
EstablishObjectives
Objectives What is success?

3.3.Strategy
StrategyDevelopment
Development What’s the plan?

4.4.Action
ActionPlan
Plan Detailed steps

5.5.Execution
Execution Monitor the results
The Art and Science of
Positioning
• What is it?

• A spot on the map in the mind of the consumer that we want to occupy
relative to our competitor in order to define and differentiate the brand.

• What can it do?

• Effective positioning clearly differentiates your brand from the competitor


with its own distinct identity and place.

• A process that enables you to see the consumer from their perspective.

• Creates sustained interest in your brand by highlighting its most


important benefits.
Strategic planning
• 1) Develop a compelling vision of the future;
• (2) Translate the vision into a strategic plan;
• (3) Communicate the vision and the plan;
• (4) Motivate agents to embrace the vision and the
plan so they spread the organization; and
• (5) Monitor progress to achieving the objectives
outlined in the plan.
GOALS

• Current Definition of GOAL


• S – Strategy for goal setting
and achieving
SMART goal • M – Monitoring for giving
S -Specific directional change or
motivation
M -Measurable • A – Attitude check if negative
A -Achievable change any and correct if
R -Realistic necessary
T - Time bound • R – Review often the progress
for filing the short fall
Commitment towards • T – Techniques -observe the
goal is important time bound techniques remove
the obsolete and induct new
Performance Goal
(1) Development
(4) Achieving the objectives officer must
should be linked to have control
Individual or group
rewards over the
outcomes

GOAL

(3) Objectives must be


quantifiable,
within a specific (2) Agents must be
time period, and regularly involved in setting
monitored; and the objectives;
Positioning Right Person in Right
Job in Right Place
• In a marketing organization the team
member has to be placed in a segment
where he would perform well with
reference to the knowledge he holds, the
qualifications he possess and the experience
he has. It is the prime duty of the leader for
getting better result out of him.
• It is like putting a geostationary satellite in
it orbit by the rocket for remote sensing the
area over it is stationed in the space. Any
deviation will not give better result.
• Our process involves Market intelligence
(survey), goal setting (SMART), action
planning (pre fact find process),
performance ie., Fact Find Process, and
service that results in customer delight.
THANK YOU

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