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Session 3 - MG 220 MBA - 23 Aug 10

Session 3 - MG 220 MBA - 23 Aug 10 - MG 220 Marketing...

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> Click to edit Master subtitle style MG 220 Marketing Management MBA 10 Fall 2010 Muhammad Talha Salam, Asst. Professor [email protected] Access it online: www.slideshare.net/talhasalam Part 1: Understanding Marketing Management > Corporate and Division Strategic Planning > Business Unit Strategic Planning > Product Planning: The Nature and Contents of a Marketing Plan Class Presentation | Session 3 | 23 Aug 2010
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MG 220 Marketing Management Access it online: www.slideshare.net/talhasalam Corporate & Division Strategic Planning Activities Four Planning Activities 1. Defining the Corporate Mission 2. Establishing Strategic Business Units 3. Assigning Resources to each SBU 4. Assessing Growth Opportunities MG 220 Marketing Management 22
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MG 220 Marketing Management Access it online: www.slideshare.net/talhasalam Corporate & Division Strategic Planning 1. Defining the Corporate Mission Peter Drucker’s classic questions What is our business? Who is the customer? What is of value to our customer? What will our business be? What should our business be? MG 220 Marketing Management 33
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MG 220 Marketing Management Access it online: www.slideshare.net/talhasalam Corporate & Division Strategic Planning 1. Defining the Corporate Mission (…contd.) Mission Statements Focus on LIMITED goals Stress company’s major policies & values Define the major competitive spheres: Industry (in which company operates) Products & Applications Competence Market Segment MG 220 Marketing Management 44
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MG 220 Marketing Management Access it online: www.slideshare.net/talhasalam Corporate & Division Strategic Planning 2&3. Defining Business / Establishing SBUs A business is?
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