CONTENTS CHAPTER ONE STRATEGIC BUSINESS PLANNING

Transcription

1 CONTENTS CHAPTER ONE STRATEGIC BUSINESS PLANNING Preview 1 About this topic 1 Topic objectives 1 1. Strategic Planning Overview Why is strategic planning important? What is strategic planning? 3 2. Key Steps in the Strategic Planning Process 6 3. Vision Components of vision Core values and beliefs Organisational purpose Mission statement 9 4. Organisational Objectives and Goals Determining objectives (what do we want to achieve?) Strategic business units Strategies Strategy defined Strategies and tactics (how are we going to get there?) Product/Market growth strategies Other types of strategies External Environment Competitors Environmental influences SWOT Analysis What is a SWOT? 30 I-13

2 I-14 CONTENTS 7.2 Strengths and weaknesses Opportunities and threats 32 REVIEW 33 QUESTIONS 33 ANSWERS 33 IN SUMMARY 34 SUGGESTED ANSWERS TO SELF-ASSESSMENT EXERCISES 34 CHECKLIST 35 APPENDICES 36 CHAPTER TWO MARKETING THE STARTING POINT Preview 43 About this topic 43 Topic objectives Overview What is marketing? Why is marketing important? Evolution of the marketing concept Social responsibility and human orientation The Marketing Concept The marketing mix Combining the elements Services marketing Marketing Research Why conduct marketing research? Who conducts marketing research? Types of research data Methods of gathering primary data Steps in marketing research Consumer Behaviour Purchase decisions and consumer involvement Post purchase behaviour Individual influences on purchase decisions External influences on purchase decisions 66

3 CONTENTS I-15 REVIEW 67 QUESTIONS 67 ANSWERS 67 IN SUMMARY 68 SUGGESTED ANSWERS TO SELF-ASSESSMENT EXERCISES 68 CHECKLIST 69 APPENDICES 70 CHAPTER THREE MARKETING SEGMENTATION AND PRODUCT DEVELOPMENT Preview 77 About this topic 77 Topic objectives Overview Why segment a market? What is market segmentation? Market Segmentation Identifying market segments Target market strategies Selecting target markets Positioning Positioning and perceptions Positioning strategies Branding Product Development Defining a product Product life cycle Types of consumers and the product life cycle A strategic review of a company s portfolio of products The new product development process 102 REVIEW 108 QUESTIONS 108 ANSWERS 108 IN SUMMARY 109 SUGGESTED ANSWERS TO SELF-ASSESSMENT EXERCISES 109 CHECKLIST 110 APPENDICES 110

4 I-16 CONTENTS CHAPTER FOUR MARKETING COMMUNICATIONS Preview 116 About this topic 116 Topic objectives Overview Above-and below-the-line communications Advertising, promotion and public relations Combining elements of the marketing mix Where to start? Determining the use of advertising, direct marketing, publicity and sales force Communication objectives of advertising and promotion How does advertising and promotion take effect? Advertising Why do organisations advertise? Advertising objectives Planning an advertising campaign Selecting appropriate advertising media Sales Promotion Functions of sales promotion Objectives of promotional activities Promotional actions Types of sales promotions The Sales Force Sales force objectives Selling and advertising Selling financial services Steps in the selling process Direct Marketing Characteristics of direct marketing Benefits of direct marketing Public relations The role of public relations Publicity 146

5 CONTENTS I Media relations Issues management Communicating through the media 149 REVIEW 152 QUESTIONS 152 ANSWERS 152 IN SUMMARY 153 SUGGESTED ANSWERS TO SELF-ASSESSMENT EXERCISES 153 CHECKLIST 155 APPENDICES 156 CHAPTER FIVE MARKETING DISTRIBUTION AND PRICING Preview 164 About this topic 164 Topic objectives Distribution Functions of distribution Types of distribution systems Financial services distribution Choosing distribution channels Distribution and branding issues Pricing Price and value Financial services pricing Role of pricing in organisational objectives Factors affecting prices Pricing strategies Customer Service Focus on customer service Managing service quality Service issues in financial services 189 REVIEW 191 QUESTIONS 191 ANSWERS 192

6 I-18 CONTENTS IN SUMMARY 192 SUGGESTED ANSWERS TO SELF-ASSESSMENT EXERCISES 192 CHECKLIST 194 APPENDICES 195 CHAPTER SIX ORGANISATIONAL BEHAVIOUR AND HUMAN RESOURCE MANAGEMENT Preview 198 About this topic 198 Topic objectives Overview Why study organisational behaviour and human resource management? What is organisational behaviour? The goals of organisational behaviour Individual Behaviour Attitudes Personality and behaviour Group Behaviour What is a group? Group development Basic group concepts Making groups effective Human Resource Management What is human resource management? Human resource management and employee diversity Human resource strategies Human resource objectives and planning Recruitment and Selection Position specification Recruitment Employee selection Employee induction programs Employee retention programs 221

7 CONTENTS I Motivation Why do people work? Maslow s theory of motivation Job satisfaction motivators Managing motivation 226 REVIEW 228 QUESTIONS 228 ANSWERS 229 IN SUMMARY 230 SUGGESTED ANSWERS TO SELF-ASSESSMENT EXERCISES 230 CHECKLIST 232 APPENDICES 233 CHAPTER SEVEN COMMUNICATION Preview 241 About this topic 241 Topic objectives Overview What is communication? What are we trying to do when communicating with customers and colleagues? Communication Models Sender, message, receiver communication model Feedback loop communication model Receiver-oriented communication model Barriers to Effective Communication Communication barriers How do communication barriers affect team leaders? Guidelines for overcoming communication barriers Effective Listening Skills Components of active listening Micro skills of active listening 255

8 I-20 CONTENTS 5. Coaching Why coach? Performance coaching and the GROW sequence 261 REVIEW 265 QUESTIONS 265 ANSWERS 265 IN SUMMARY 266 SUGGESTED ANSWERS TO SELF-ASSESSMENT EXERCISES 266 CHECKLIST 267 APPENDICES 268 CHAPTER EIGHT CONFLICT RESOLUTION Preview 271 About this topic 271 Topic objectives Overview Why study conflict and conflict resolution? What is conflict? Analysis of Conflict Causes of conflict Symptoms of unresolved conflict Advantages of resolving conflict Levels of conflict Conflict Resolution Skills Building empathy Hearing it from the other side Empathy blockers Appropriate assertiveness How it is from my side Tools for assertive behaviour I statements Conflict Resolution Strategies Mapping the conflict Alternative strategies for conflict resolution Ethics and conflict resolution 295 REVIEW 298 QUESTIONS 298

9 CONTENTS I-21 ANSWERS 298 IN SUMMARY 298 SUGGESTED ANSWERS TO SELF-ASSESSMENT EXERCISES 298 CHECKLIST 299 APPENDICES 300 CHAPTER NINE TEAM LEADERSHIP Preview 309 About this topic 309 Topic objectives Leadership and Management What is leadership? Differences between managing and leading Management styles The DISC model Qualities of leadership Team Leadership The team leader s role Functions of the team leader Why create teams? Creating effective teams Developing the Team Stages in team development Initial analysis Setting team objectives Role analysis Action planning Team performance and monitoring Performance Management Why assess performance? What is performance review? How is performance measured? Performance improvement 334

10 I-22 CONTENTS 4.5 Setting goals and objectives Providing feedback 338 REVIEW 339 QUESTIONS 339 ANSWERS 339 IN SUMMARY 339 SUGGESTED ANSWERS TO SELF-ASSESSMENT EXERCISES 340 CHECKLIST 341 APPENDICES 343 CHAPTER TEN CASE STUDY Preview 350 About this topic 350 Topic objectives 350 u Case Study 350 u In Conclusion 356 GLOSSARY 361 FURTHER READINGS 370