Session2_Strategic_Planning_Students

Session2_Strategic_Planning_Students - Session 2 Strategic...

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1 Comm 224 Marketing Management Session 2 Ch 2. Company and Marketing Strategy: Partnering to Build Customer Relationships Jooseop Lim Assistant Professor Department of Marketing John Molson School of Business Concordia University Comm 224 Marketing Management / Mark 201 Introduction to Marketing
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2 Agenda Strategic planning Process The Marketing Process
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3 Strategic Planning Process Strategic Planning Strategic Planning Developing an overall company strategy for long-term survival and growth. The process of developing and maintaining a strategic fit between the organization’s goals and capabilities and its changing marketing opportunities Annual vs. Long-range plans vs. the strategic plan
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4 Strategic Planning Process Company Objectives Production Objectives Finance Objectives Marketing Objectives HR Objectives R&D Objectives Mission Statement Product Objectives Place Objectives Price Objectives Promotion Objectives Advertising Objectives Sales Promotion Objectives Business 1 Objectives Business 2 Objectives Personal Selling Objectives Public Relations Objectives Direct Marketing Objectives
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5 Strategic Planning Process Stage1: Defining a Mission Mission statement - what is it? A statement of the organization’s purpose what it wants to accomplish overall; what value it wants to deliver to customers what the organization wants to be in the future. Example Microsoft: Before 2002: To empower people through great software -- any time, any place, and on any device After 2002: To enable people and businesses throughout the world to realize their full potential Amazon: To be earth's most customer centric company; to build a place where people can come to find and discover anything they might want to buy online Ebay: To connect individual buyers and sellers in “the world’s online marketplace”, a unique Web community in which they can shop around, have fun, and get to know each other
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6 Strategic Planning Process Stage1: Defining a Mission Characteristics of good mission statements Market oriented Not too narrow, but not too broad Realistic
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This note was uploaded on 04/18/2008 for the course MKT 224 taught by Professor Lim during the Winter '08 term at Concordia Canada.

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Session2_Strategic_Planning_Students - Session 2 Strategic...

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