Professional Documents
Culture Documents
Chapter Two Company and Marketing Strategy
Chapter Two Company and Marketing Strategy
COMPANY
AND
MARKETING STRATEGY
PARTNERING TO BUILD CUSTOMER RELATIONSHIPS
COMPANY-WIDE STRATEGIC PLANNING
AND ITS FOUR STEPS
STRATEGIC PLANNING
- the process of developing and maintaining a
strategic fit between the organizations goals and
capabilities and its changing marketing opportunities.
Business unit,
Like the marketing product, and
strategy, broad market level
company strategy Corporate Level
must be focused.
Planning
Setting marketing and
Defining the Designing
company other functional
company the business
objectives strategies
mission portfolio
and goals
Company-wide
strategic
planning guides
Business unit,
Like the marketing product, and
strategy, broad market level
company strategy
must be focused. Corporate Level
Planning
Setting marketing and
Defining the Designing
company other functional
company the business
objectives strategies
mission portfolio
and goals
Company-wide
strategic
planning guides
2. DEFINING A MARKET-ORIENTED MISSION
MISSION STATEMENT
- a statement of the organizations purpose--what it
wants to accomplish in the larger environment.
MARKET-ORIENTED BUSINESS DEFINITION
PRODUCT ORIENTED MARKET ORIENTED
COMPANY
DEFINITION DEFINITION
WE SELL LIFESTYLE AND SELF
REVLON WE MAKE COSMETICS
EXPRESSION
BUSINESS OBJECTIVES
MARKETING OBJECTIVES
4. DESIGNING THE BUSINESS PORTFOLIO
BUSINESS PORTFOLIO
- the collection of businesses and products that
make up the company.
CURRENT BUSINESS PORTFOLIO
- The company must analyze and determine which
businesses should receive more, less, or no investment.
FUTURE PORTFOLIO
- developing strategies for growth and downsizing.