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Marketing Strategy Planning

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Marketing Strategy Planning

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    1. Marketing Strategy Planning Marketing Management

    2. 2- 1 Agenda Linkage corporate & marketing strategies Setting strategic directions The strategic marketing process

    3. 2- 2 The three levels of strategy in organizations: corporate, business unit, and functional

    4. 2- 3 Elements of Corporate Strategy that Influence Marketing Strategy Mission/vision/philosophy Goals/objectives Core competencies

    5. 2- 4 Mission statements should serve as a guide for what the organization wants to accomplish. be market-oriented rather than product-oriented. be neither too narrow, nor too broad. fit with the market environment. be motivating.

    6. 2- 5 Goals/Objectives Profit Sales revenue Market share ($ or unit) Quality Customer satisfaction Social responsibility

    7. 2- 6 Core Competencies/Skills Special skills that are ideally: sustainable (hard to replicate) unique to the organization relevant to target customers

    8. 2- 7 Core Skills - Examples Cost-based (economies of scale) Quality R&D, Product innovation Design Brand reputation/loyalty Distribution channels

    9. 2- 8 Setting Strategic Directions Resource Allocation Where are we now? Where do we want to go? BCG portfolio (growth-share matrix) Product/Market Grid

    10. 2- 9

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