Intro Mktg - 02 - Marketing Strategy - ch 2

Intro Mktg - 02 - Marketing Strategy - ch 2 - MKTG 2270...

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1 COMPANY AND MARKETING STRATEGY 2 C HAPTER MKTG 2270 January 15, 2008
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2 Companywide Strategic Planning Strategic Planning : The process of developing and maintaining a match between the organization’s resources and its changing market opportunities The corporate Strategic Planning Process : 1. Defining the company mission 2. Setting company objectives and goals 3. Designing business portfolio …………………………………………………. 4. Strategic Marketing (and other functional) Process
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3 1. Defining the Company Mission Mission Statement: A statement of the organization’s purpose as to what it wants to accomplish in the larger environment. Mission statement should be: - An “invisible hand” - Neither too narrow nor too broad - Fitting of market environment - Based on distinctive competencies - Motivating
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4 1. To make and distribute the finest quality all-natural ice cream and related products. 2. To operate the company on a sound financial basis of profitable growth, increasing value for our shareholders, and creating career opportunities and financial rewards for our employees. 3. To operate the company in a way that actively recognizes the central role that business plays in the structure of society by initiating innovative ways to improve the quality of life of a broad community. Ben and Jerry’s mission statement
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5 Gilette We will provide branded products and services of superior quality and value that improve the lives of the world’s consumers. As a result, consumers will reward us with leadership in sales, profit, and value creation, allowing our
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This note was uploaded on 10/19/2011 for the course MARKETING 2270 taught by Professor Kim during the Spring '11 term at Dalhousie.

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Intro Mktg - 02 - Marketing Strategy - ch 2 - MKTG 2270...

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