Curriculum:

Market Strategy and Planning – Annual Business Plans

Learning Objectives:

• Understand the components of the Brand Scorecard and be able to analyze Scorecard results and identify critical implications for brand strategy, planning, and tactics
• Be able to develop Strategic Business plans which proceed from a high level strategic analysis and thought using the "Less is More" concept
• Have gained a high degree of competency through hands-on experience with key elements of the planning process
• Know how to use the company’s Strategic Business Planning Toolkit and Templates

Day I - Topics Covered

• Key Traits of Successful Brands Long-Term
• Overview of the Strategic Business Planning Process:
  • The allocation of resources
• Critical planning steps & the overall process
• Analyzing the Brand Scorecard
• Consumer Insights Process:
  • What is an insight & the process of identifying consumer insights
• Elements of a Business Analysis:
  • Understanding the big picture
  • External Dynamics (Category Attractiveness) & Internal Dynamics (Business Strengths)
• Completing a Strategic SWOT Analysis

Day II - Topics Covered

• Building the Overall Business Strategy – Key strategic considerations:
  • Category Maturity, Competitive Position, & Economic Attractiveness
• Core company “Competencies” & their relationship to the Annual Plan
• Identifying key brand Growth Drivers
• Developing Sound Annual Objectives, Strategies and Tactical Plans:
  • SMART objectives
  • 3 elements to a strategy statement
• Functional Objectives & Strategies:
  • Focusing the overall marketing strategy
• Developing the Activities Plan, Determining Budgets and Setting Controls