Chapter 2 - September 3 2009

Chapter 2 - September 3 2009 - Click to edit Master...

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Unformatted text preview: Click to edit Master subtitle style Understanding the marketplace Marke Learning Objectives 1. Explain the four steps of strategic planning 2. Define mission statement and market- oriented mission statement 3. Understand how to analyze business portfolios using the BCG growth share matrix 4. Know the four strategies for developing growth 5. Define marketing strategy, market Nike Case Study Nike revolutionized sports marketing, spending millions on celebrity endorsement deals, events and advertising Between 1988 and 1997, Nike’s revenues grew 21 percent each year and returned 47 percent to investors annually Nike stumbled in the late 1990s; however in the past 5 years sales have grown more Strategic Planning: Defining Strategic planning is the process of developing and maintaining a strategic fit between the organization’s goals and capabilities and its changing marketing opportunities Strategic Planning: Defining Four Steps in the Strategic Planning Process Strategic Planning: Defining Step 1: Defining a Market-Oriented Mission The mission statement is the organization’s purpose, what it wants to accomplish in the larger environment Market-oriented mission statement defines the business in terms of satisfying basic customer needs Strategic Planning: Defining...
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This note was uploaded on 09/16/2009 for the course MARK 400 taught by Professor Davidleman during the Spring '09 term at Kansas.

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Chapter 2 - September 3 2009 - Click to edit Master...

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