02-Marketing strategy

02-Marketing strategy - CompanyandMarketing...

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1 Company and Marketing  Strategy: Partnering to  Build Customer  Relationships *Powerpoints refined from  Pearson
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2 Outline 1. Explain companywide strategic planning in its four  steps 2. Discuss how to design business portfolios and  develop growth strategies 3. Explain marketing’s role in strategic planning and  how marketing works with its partners to create and  deliver customer value 4. Describe the elements of a customer-driven  marketing strategy and mix, and the forces that  influence it 5. List the marketing management functions, including  the elements of a marketing plan, and discuss the  importance of measuring return on marketing  investment
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3 Strategic planning Strategic planning  is the process of developing and  maintaining a strategic fit between the organization’s  goals and capabilities and its changing marketing  opportunities. Purpose: To find ways in which the company can best use its  strengths to take advantage of attractive  opportunities in the environment
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4 Companywide Strategic          Planning:  Defining Marketing’s Role Steps in the Strategic Planning Process
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5 Companywide Strategic          Planning:  Defining Marketing’s Role 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
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6 Companywide Strategic          Planning:  Defining Marketing’s Role Designing the Business Portfolio The business portfolio  is the collection of  businesses and products that make up the  company
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7 Companywide Strategic                     Planning: Defining Marketing’s Role Analyzing the Current Business Portfolio Analyzing the business portfolio  is the process  by which management evaluates the products  and businesses making up the company
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8 Companywide Strategic       Planning:  Defining Marketing’s Role Analyzing the Current Business Portfolio 1. Identify key businesses (strategic business  units, or SBUs) that make up the company 2. Assess the attractiveness of its various SBUs 3. Decide how much support each SBU  deserves
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9 Companywide Strategic       Planning:  Defining Marketing’s Role Analyzing the Current Business Portfolio Strategic business unit (SBU) is a unit of the company that has a separate mission and objectives that can be planned separately from other company businesses Company division Product line within a division Single product or brand
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10 Companywide Strategic            Planning: Defining Marketing’s Role Analyzing the Current Business Portfolio Assess the attractiveness of its various SBUs 
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This note was uploaded on 12/21/2010 for the course BUS 233 taught by Professor Millissacheung during the Spring '10 term at Hong Kong Shue Yan.

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02-Marketing strategy - CompanyandMarketing...

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