Strategic Planning and Marketing

1. Strategic Planning and Marketing Introduction to Marketing

2. Your chief marketing officer comes to you and says: “We really should start making smartphones that use Google android or Windows software (instead of Apple). We could sell a lot more phones.” What would you say? Imagine you were Steve Jobs

3. Corporate Strategy is Important! Corporate Strategy: The overall scope and direction of a corporation.

4. Strategic Planning: process of developing and maintaining a fit between the organization’s goals and capabilities and its opportunities. Corporate Strategic Planning

5. A statement of the organization’s purpose – what it wants to accomplish in the larger environment. A well known mission statement Mission Statement

6. We are innovation and design leaders who seek to help athletes of all skill levels achieve peak performance with every product we bring to market. At PUMA, we believe that our position as the creative leader in Sportlifestyle gives us the opportunity and the responsibility to contribute to a better world for the generations to come. A better world in our vision—the PUMAVision—would be safer, more peaceful, and more creative than the world we know today. The 4Keys is the tool we have developed to help us stay true to this PUMAVision, and we use it by constantly asking ourselves if we are being Fair, Honest, Positive, and Creative in everything we do. We believe that by staying true to our values, inspiring the passion and talent of our people, working in sustainable, innovative ways, and doing our best to be Fair, Honest, Positive, and Creative, we will keep on making the products our customers love, and at the same time bring that vision of a better world a little closer every day. Good and Bad Statements

7. We will be the easiest pharmacy retailer for customers to use. Guided by relentless focus on our five imperatives, we will constantly strive to implement the critical initiatives required to achieve our vision. In doing this, we will deliver operational excellence in every corner of the Company and meet or exceed our commitments to the many constituencies we serve. Good and Bad Statements

8. Market Oriented (good)vs.Product/Internal Oriented (bad)

9. Access Exercise - Mission Search in Teacher Outbox You mission is to select three companies that interest you and to track down their mission statements. Record statement in Mission Search. Write one statement (best or worst) on a paper. Mission Search

10. Form two equal lines with your mission statements. • Each opposite pair read their statements. • If is market oriented, tell your partner to move up the line. • If it is product or internally oriented, send your partner down the line. • Go for four rounds on teacher’s signal. Mission Ranking

11. Four essential questions your company’s mission statement should answer: • What do we do? • How do we do it? • Whom do we do it for? • What value are we bringing? Mission Statement

12. Think of an organization – sports team, club, charitable – that you work with. • Write a brief mission statement for the organization that will be attractive to new members. • Keep in mind the “What, How, For Whom, and What Value” points. Individual exit ticket