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chapt 2 mine - Ideas StrategicPlanning Mission Statement...

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Today and Wednesday’s Big  Ideas Situation  Analysis Strategic Planning Marketing Plan Mission  Statement SWOT Strategic  Directions Target Market Competitive  Advantage Product Promotion Price Place Product-Market  Classification BCG  Matrix Objective
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Strategic Planning The managerial  process of creating  and maintaining a  fit between the  organizations  objectives and  resources and  evolving market  opportunities The goal is long term  growth and profit Requires long term  commitment of  resources objectives resources market opportunities Accomplished through a….
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Marketing Plan A written document that  acts as a guidebook of  marketing activities Why bother?? Helps employees and  managers work toward  common goals Allows you to examine the  marketing environment Serves as a reference point  for the success of future  activities Strategic  Planning Marketin g Plan Mission  Statement SWOT Strategic  Direction s Target Market Competitive  Advantage Product Promotion Price Place Product-Market  Classification BCG  Matrix Situationa l analysis Objective
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Marketing Plan Elements Marketing Strategy Product Distribution Price Marketing Mix Business description, target markets, swot analysis, industry and competitive Developing the plan’s objective Target Market Strategy Implementation Evaluation Control Promotion
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Mission Statement Foundation of the  marketing plan What business are  we in? Forms boundaries for  all decisions ,  objectives &  strategies of the  marketing plan Strategic  Planning Marketin g Plan Mission  Statement SWOT Strategic  Direction s Target Market Competitive  Advantage Product Promotion Price Place Product-Market  Classification BCG  Matrix Situationa l analysis Objective
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Too narrow                 Marketing Myopia
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7 Marketing Objectives Realistic Measurable Time specific Consistent with and indicating the priorities of the organization
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