Marketing_L2(2013)

Company and Marke&ng strategy

•  Company-wide strategic planning

•  Business porGolios and developing growth strategies.

•  Customer-driven marke&ng strategy.

•  List the marke&ng management func&ons, including the elements of a marke&ng plan, and measuring and managing return on marke&ng investment.

How an industry is structured

What is Strategy?

  Can’t Be “All Things to All People”

•  Limited Resources to Market O erings

  Strategy- an organiza&on’s long-term course of ac&on designed to deliver a unique customer experience while achieving its goals.

The three levels of strategy in organiza&ons

I. Company-Wide Strategic Planning

Strategic planning

The process of developing and maintaining a strategic fit between the organiza&on’s goals and capabili&es and its changing marke&ng opportuni&es.

1. Defining a Market-Oriented Mission

Mission statement- a statement of the organiza&on’s purpose—what it wants to accomplish in the larger environment.

•  Mission statements should be meaningful and specific yet mo&va&ng.

•  They should emphasize the company’s strengths in the marketplace.

•  Mission statements are wri[en for public rela&ons purposes and lack specific, workable guidelines.

2. Se\ng Company Objec&ves and

Goals

  Goals or Objec&ves