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Planning by Design (PxD)-Based Systematic Methodologies PDF

171 Pages·2017·5.29 MB·English
by  ButunerHakan
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Planning by Design (PxD)–Based Systematic Methodologies Planning by Design (PxD)–Based Systematic Methodologies By Hakan Bü tü ner CRC Press Taylor & Francis Group 6000 Broken Sound Parkway NW, Suite 300 Boca Raton, FL 33487-2742 © 2017 by Taylor & Francis Group, LLC CRC Press is an imprint of Taylor & Francis Group, an Informa business No claim to original U.S. Government works Printed on acid-free paper International Standard Book Number-13: 978-1-4987-6132-1 (Hardback) This book contains information obtained from authentic and highly regarded sources. Reasonable efforts have been made to publish reliable data and information, but the author and publisher cannot assume responsibility for the validity of all materials or the consequences of their use. The authors and publishers have attempted to trace the copyright holders of all material reproduced in this publication and apologize to copyright holders if permission to publish in this form has not been obtained. If any copyright material has not been acknowledged please write and let us know so we may rectify in any future reprint. Except as permitted under U.S. Copyright Law, no part of this book may be reprinted, reproduced, transmitted, or utilized in any form by any electronic, mechanical, or other means, now known or hereafter invented, including photocopying, microfilming, and recording, or in any information stor- age or retrieval system, without written permission from the publishers. For permission to photocopy or use material electronically from this work, please access www.copy- right.com (http://www.copyright.com/) or contact the Copyright Clearance Center, Inc. (CCC), 222 Rosewood Drive, Danvers, MA 01923, 978-750-8400. CCC is a not-for-profit organization that provides licenses and registration for a variety of users. For organizations that have been granted a photocopy license by the CCC, a separate system of payment has been arranged. Trademark Notice: Product or corporate names may be trademarks or registered trademarks, and are used only for identification and explanation without intent to infringe. Library of Congress Cataloging- in- Publication Data Names: Butuner, Hakan, author. Title: Planning by design based systematic methodologies / Hakan Butuner. Description: Boca Raton, FL : CRC Press, 2017. | Includes bibliographical references. Identifiers: LCCN 2016047442 | ISBN 9781498761321 (hb : alk. paper) Subjects: LCSH: Business planning. | Planning. Classification: LCC HD30.28 .B879 2017 | DDC 658.4/012--dc23 LC record available at https://lccn.loc.gov/2016047442 Visit the Taylor & Francis Web site at http://www.taylorandfrancis.com and the CRC Press Web site at http://www.crcpress.com To my dear creative and contributive students Contents Preface xiii author xv Part i Planning by Design (PxD) 1 chaPter 1 nature of Planning 3 1.1 Definitions of Planning 3 1.2 Benefits of Planning 5 1.3 Planning Levels 6 1.4 Planning Horizons 7 chaPter 2 formula for Planning 9 2.1 Three Aspects 9 2.2 Formula for Planning 9 chaPter 3 systematic Planning 13 3.1 Systematic Planning 13 3.2 Comparison with Scientific Management 13 3.3 Degrees of Planning Refinement 15 chaPter 4 essence of Planning by Design 17 4.1 Subject Area and Its Fundamentals 18 4.2 Size of Project 19 4.3 Structured Pattern of Three Masterguides 21 vii viii Contents 4.3.1 Full Version PxD 21 4.3.1.1 Four Phases of the Planning Pattern 21 4.3.1.2 Five Sections of the Planning Pattern 28 4.3.2 Short-Form PxD Pattern 29 4.3.3 Extended Version PxD 32 4.4 Specific, Particular, and General 33 4.5 High-Definition PxD 34 Part ii samPle systematic methoDologies chaPter 5 systematic marketing innovation Planning (smiP) 39 5.1 Introduction to SMIP 39 5.2 Three Fundamentals 41 5.2.1 Market Gap 41 5.2.2 Capabilities 41 5.2.3 Innovations 42 5.3 Six Steps 43 5.3.1 Collect Market Data and Orientation 43 5.3.1.1 Market Segmentation 44 5.3.1.2 Investigation of Competition 45 5.3.2 Investigate and Clarify the Market Gap 54 5.3.2.1 Evolution of Product and Service 55 5.3.2.2 Evolution of Branding 55 5.3.2.3 Evolution of Promotions 56 5.3.2.4 Evolution of Sales Channels 56 5.3.2.5 Evolution of Customer Processing 57 5.3.2.6 Evolution of Packaging 57 5.3.2.7 Evolution of Partnerships 57 5.3.2.8 Evolution of Price/Customer Payoff 57 5.3.3 Clarify Capabilities and Relate to Market Gap 57 5.3.3.1 Product and Service Providing– Related Capabilities 58 5.3.3.2 Branding-Related Capabilities 58 5.3.3.3 Promotions-Related Capabilities 58 5.3.3.4 Sales Channels– Related Capabilities 59 5.3.3.5 Customer Processing– Related Capabilities 59 5.3.3.6 Packaging-Related Capabilities 59 5.3.3.7 Partnerships-Related Capabilities 59 5.3.3.8 Pricing/Customer Payoff– Related Capabilities 59 5.3.4 Develop Alternative Innovations 59 5.3.4.1 Marketability Analysis of Potential Product and Service Innovations 60 Contents ix 5.3.4.2 Marketability Analysis of Potential Branding Innovations 60 5.3.4.3 Marketability Analysis of Potential Promotion Innovations Advertising Innovations 60 5.3.4.4 Marketability Analysis of Potential Sales Channels Innovations 62 5.3.4.5 Marketability Analysis of Potential Customer Processing– Related Innovations 62 5.3.4.6 Marketability Analysis of Potential Packaging Innovations 62 5.3.4.7 Marketability Analysis of Potential Partnerships-Related Innovations 62 5.3.4.8 Marketability Analysis of Potential Price/Customer Payoff– Related Innovations 62 5.3.5 Evaluate and Accept the Best Plan 62 5.3.6 Implementation Plan 66 chaPter 6 systematic comPetency-baseD training neeDs analysis (sctna) 67 6.1 Introduction to SCTNA 67 6.2 Four Phases 68 6.2.1 Orientation 69 6.2.2 Overall (Company) Training Needs Analysis 71 6.2.3 Detailed (Departmental) Training Needs Analysis 71 6.2.4 Implementation 71 6.3 Three Fundamentals 73 6.3.1 Company (Department) Characteristics 73 6.3.2 Position- and Individual-Based Competencies 73 6.3.3 Training Programs 74 6.4 Five Sections 74 6.4.1 Collect Key Data 74 6.4.2 Investigate and Clarify Company (Department) Characteristics 74 6.4.3 Clarify Position- and Individual-Based Competencies and Relate to Company (Department) Characteristics 75 6.4.4 Develop Training Programs 77 6.4.5 Evaluate and Accept the Best Plan 78 6.4.5.1 Comparison Based on Intangibles 78 6.4.5.2 Comparison Based on Costs 82

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