Wk2 - 2-1Week 2Planning – Social Responsibility – Global

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Unformatted text preview: 2-1Week 2Planning – Social Responsibility – Global MarketingLearning Objectives•Know the issues and outcomes in the strategic planning process, –Mission statements–Analysis (SWOT, identifying growth possibilities)–Goals, Strategy, and Tactics–Documenting the process: the marketing plan•Know drivers of, and barriers to, Social Responsibility–Cause marketing–Regulatory Environment•Acquire an overview of these International Issues –Market analysis and selection–Localization vs Standardization–International Trade barriers and facilitators.2-2Introductionto Planning“The general who wins a battle makes many calculations in his temple ere the battle is fought. The general who loses a battle makes but few calculations beforehand”.-Sun Tzu, the Art of War, 4thcentury BCPlanning helps organizations to:–cope with rapidly changing factors within their environment.-set objectives and take actions to achieve them.- ensure coordination of all decision making within it by providing a common vision2-3Strategic Planning:Preliminaries•Mission statement:a formal statement that describes the overall purpose of the organization and / or what it intends to achieve.•A mission statement should:–provide direction to all stakeholders as to why the organization exists.•E.g. Who are our customers? How do we provide them with value?–be revisited and updated as the organization changes –mission statement generator–Sfu bus2-4Strategic Planning:First StageAnalysisWhat do we study?Company,Customers,Competitors,& the Environmente.g., SWOT addresses these broadly:an analysis of an organization’s strengths and weaknesses and the opportunities and threats in its external environment2-5MarketingPlanning•Analysis example: SWOT ANALYSISFavourableType of factorLocation of factorUnfavourableInternal to the companyExternal tothe company•Industry position•Product innovation/design•Brand awareness•Distribution channels•History of success•Pricing position•Limited distribution•Limited range of products•Leadership/direction•Resource constraints•New markets•New branding strategies•Expand globally•Expand accessories line•Form strategic partnerships•Fierce competition•Brand name may become the generic for the category•Pace of technology•Regulatory environmentStrengthsThreatsWeaknessesOpportunities2-6Analysis of opportunities:The Product-Market GrowthMatrix•Market penetration:increase sales of existing products to current customers, non-users, and users of competitive brands in served markets....
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This note was uploaded on 02/06/2011 for the course BUS 343 taught by Professor John during the Fall '08 term at Simon Fraser.

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Wk2 - 2-1Week 2Planning – Social Responsibility – Global

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