1 / 23

Marketing Strategy Planning

pules
Download Presentation

Marketing Strategy Planning

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

    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

More Related