Lecture 3--The Company and Marketing Strategy.pdf - Company...

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1Company and MarketingStrategyPrinciples of MarketingKAP, 2nd edition, Chapter 2Natalia Tolstikova, Ph.D.Company-Wide Strategic PlanningDefining a market-oriented missionMisson statement: reflects the organisation’spurpose and what it wants to accomplish in thelarger environmentCriteria for mission statements:– Meaningful– Specific– MotivatingEmphasise the company’s strengths in themarketplaceAppealing to all stakeholders
2CompanyProduct-oriented definitionMarket-oriented definitionAmazon'We sell books, videos, CDs, toys,consumer electronics, hardware,household goods and other productsonline.''We make the internet buying experience fast, easy andenjoyable -we're the place where you can find anddiscover anything you want to buy online.'Google'We provide the world's best onlinesearch engine.''We help you organise the world's information and makeit universally accessible and useful.'SAS (ScandinavianAirlines System)'We sell transport.''We help you discover the world and do business in atime-effective and pleasurable way.'Panasonic'We sell air-conditioning machines.''We provide a better indoor climate, which makes yourhome a more attractive place for pleasure, leisure andwork.'L'Oreal'We make cosmetics.''We sell lifestyle and self-expression; success andstatus; memories, hopes and dreams.'Ritz-CarltonHotels'We rent rooms.''We create the Ritz-Carlton experience -

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Term
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Marketing, growth strategy

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