Chapter 2 - September 3 2009

Chapter 2 - September 3 2009 - Understanding the...

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Click to edit Master subtitle style Understanding the  marketplace Marke ting 
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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  segmentation, target marketing and  22
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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  33
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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 44
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Strategic Planning: Defining  55 Four Steps in the Strategic Planning Process
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Strategic Planning: Defining  66 Step 1: Defining a Market-Oriented Mission The mission statement  is the organization’s  purpose, what it wants to accomplish in the  larger environment
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