Marketing StrategyBB

Marketing StrategyBB - Company and Marketing Strategy...

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Company and Marketing Strategy Chapter 2
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Learning Goals 1. Explain strategic planning 2. Describe business portfolios and growth strategies 3. Describe elements of customer-driven marketing strategy
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Strategic Planning Strategic Fit Org. Objectives Resources Changing Environment
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Steps in Strategic Planning Defining the company mission Setting company objectives & goals Designing the business portfolio Planning marketing and other functional strategies
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Mission Statement As one of the most experienced franchisors in the world, the company’s mission is to build great brands and lead the Quick Quality segment of the food and beverage industry.
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A mission statement  asks. . What is our  business? Who is the  customer? What do  consumers value? What should our  business be? A mission statement  should be: An “invisible hand”  Neither too narrow  nor too broad Fitting of market  environment Based on  distinctive  competencies Motivating Market Oriented Mission
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Marketing StrategyBB - Company and Marketing Strategy...

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