3-Strategy-1

3-Strategy-1 - MARKETING & ORGANIZATIONAL STRATEGY (Related...

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MARKETING & ORGANIZATIONAL STRATEGY (Related to chapter 2)
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Today ’s Agenda Nature of Organization and Marketing Strategy Setting Strategic Goals/Objectives A Guideline of Marketing Plan
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Nature of Organization Role of Marketing in Organization
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Position of Marketing Strategy Corporate Mission Corporate Goals/Objectives Corporate/Business Strategy Marketing Strategy
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AVOID MARKETING MYOPIA !
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CORPORATE MISSION A clear statement of the markets in which the firm competes and seeks to deliver customer value . Clear, Concise, Meaningful, Inspirational and Long-term.
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WESTIN HOTELS Our mission is that you leave feeling better than you did when you arrived…strive to develop guest experiences that help you be at your very best in mind, body and spirit.
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GOOGLE Organizing the world’s information and making it universally accessible and useful
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BOSTON BEER COMPANY We are the Boston Beer Company. We make the best beer in America.
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CORPORATE GOALS Specific, measurable objectives the organization seeks to achieve and by which it can measure its performance.
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SETTING CORPORATE GOAL Mission vs. Goal Effective Goal (S.M.A.R.T.) Specific Measurable Attainable Relevant Time-based
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TOOLS FOR SETTING CORPORATE GOAL BUSINESS PORTFOLIO ANALYSIS (BOSTON CONSULTING GROUP MATRIX— BCG Growth-Share Matrix)
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Developed by Boston Consulting Group (BCG), a leading management consulting firm. Analyze a firm’s strategic business units and advise a firm to locate the positions of each SBUs. Advises firms how to deal with their different SBUs. Used by more than 75% of the largest U.S. firms Boston Consulting Group (BCG) Matrix
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Step 1: Analyze the Current Business Portfolio Identifies Strategic Business Units Each SBU is classified according to Relative market share Growth Rate of the industry Boston Consulting Group (BCG) matrix
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BCG’s GROWTH-SHARE MATRIX >1 0 % Market Star Question Growth 10 % Mark Rate <1 0 % Cash cow Dog > 1x 1x <1x Relative Market Share “SUCCESS SEQUENCE”
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BCG’s GROWTH-SHARE MATRIX >1 0 % Market Star Question Growth 10 % Mark Rate <1 0 % Cash cow Dog > 1x 1x <1x Relative Market Share “FAILURE SEQUENCE”
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RELATIVE MARKET SHARE = FIRM’S MARKET SHARE divided by MARKET SHARE OF FIRM’S LARGEST COMPETITOR
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TOOTHPASTE MARKET GROWTH RATE 4.6% MARKET SHARES CREST 32.8 % ( COW ) COLGATE 22.3 % ( DOG ) 9.4 % ( DOG ) AQUAFRESH 8.2 % ( DOG )
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EXAMPLE : COMPUTING COLGATE’S RELATIVE MARKET SHARE COLGATE = 22.3 % CREST = 32.8 % = .68
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COMPUTING CREST’S RELATIVE MARKET SHARE CREST = 32.8 % COLGATE = 22.3 % = 1.47
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This document was uploaded on 10/26/2011 for the course MKT 301 at DePaul.

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3-Strategy-1 - MARKETING & ORGANIZATIONAL STRATEGY (Related...

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