tailieunhanh - Lecture Sales and distribution management: text and cases: Chapter 3 - Krishna K Havaldar, Vasant M Cavale

Chapter 3, planning, sales forecasting, and budgeting. After studying this chapter you will be able: To understand strategic planning, its linkage to strategic marketing and marketing management; to know how sales strategy is developed from marketing strategy; to learn basic terms used in forecasting, forecasting approaches, and methods of sales forecasting; to understand purposes and the process of sales budget. | Chapter 3 Planning, Sales Forecasting, and Budgeting Learning Objectives To understand strategic planning, its linkage to strategic marketing and marketing management To know how sales strategy is developed from marketing strategy To learn basic terms used in forecasting, forecasting approaches, and methods of sales forecasting To understand purposes and the process of sales budget Strategic Planning Planning is deciding now what, how, and when we are going to do Strategic planning is deciding about the organisation’s long-term objectives and strategies In a large organisation, planning is done at three or four organisational levels, as shown in the figure (in the next slide) Planning In A Large Organisation For effective planning, operations, and control, a large multi-product / multi-business firm divides its major products / services into divisions / strategic business units ( SBUs) Each SBU has a separate business, a set of competitors and customers, and a manager responsible for | Chapter 3 Planning, Sales Forecasting, and Budgeting Learning Objectives To understand strategic planning, its linkage to strategic marketing and marketing management To know how sales strategy is developed from marketing strategy To learn basic terms used in forecasting, forecasting approaches, and methods of sales forecasting To understand purposes and the process of sales budget Strategic Planning Planning is deciding now what, how, and when we are going to do Strategic planning is deciding about the organisation’s long-term objectives and strategies In a large organisation, planning is done at three or four organisational levels, as shown in the figure (in the next slide) Planning In A Large Organisation For effective planning, operations, and control, a large multi-product / multi-business firm divides its major products / services into divisions / strategic business units ( SBUs) Each SBU has a separate business, a set of competitors and customers, and a manager responsible for strategic planning, performance, and control Corporate Office SBU ‘A’ SBU ‘C’ SBU ‘B’ Product ‘x’ Product ‘y’ Product ‘z’ Organisational Levels Organisation Structure Type of Planning Corporate Corporate Strategic Planning Division / Business Unit / SBU Divisional / SBU Strategic Planning Product Product / Operational Planning Role of Marketing in Organisational Planning Type of Planning Role of Marketing – Key Tasks Formal Name Corporate strategic planning Provide customer and competition information Support customer orientation Corporate marketing Divisional / SBU Strategic planning Provide customer and competition analysis Develop competitive advantage, target markets, value proposition, positioning Strategic marketing Product / functional or Operational planning Evolve and implement marketing plan including marketing-mix strategy, and sales strategy Marketing management Marketing and Sales Strategies Figure below shows how sales strategy is developed from marketing strategy .