em session 3 developing successful marketing and org strategies class vsn

Em session 3 developing successful marketing and org strategies class vsn

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Developing Successful Marketing and Organizational Strategies Gary Minkoff
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Objectives Describe 2 kinds of organizations-and 3 rd that’s emerging… Organization Accounting (simplified) 3 levels of strategy within the organization Strategic considerations Understand the importance/role of: Core values Mission Culture Goals Metrics Apply organization assessment tools-to set strategic direction Describe “plan vs. reality” in strategic marketing 3 steps in the planning phase Elements of implementation and evaluation
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Organizations-2 kinds Type Purpose Example Business Margin (profit) Non-Profit Mission Legal entities of individuals with a common purpose Organizations with similar offerings- Industry A “hybrid that can focus on both-or balance mission and margin? B-corps http://www.bcorporation.net/ Do non-profits need to concerned about profits?
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An example of a mission-driven organization that turns a profit…(or is that a profit-driven organization on a mission?) This is the realm of social entrepreneurship— businesses and non profits that focus on social change- through a balance of “mission and margin” Although some define social entrepreneurship in a non profit context http://www.ashoka.org/social_entrepreneur Businesses, too can have societal change as their purpose….what examples can you think of to support this?
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Organization Accounting Business Non Profit Revenue -Expenses Revenue - Expenses =Pre-Tax Profit (loss) =Surplus (Deficit) -Taxes Net Profit (loss) Organizations that operate at a loss/deficit for any extended period of time are not economically sustainable and will almost certainly cease operations Sustainability-a definition is in your book on page 27; An increasing number of businesses focus on a “triple bottom line” (another definition of sustainability) of people, planet and profits- Elkington; Cannibals with Forks-1999
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3 Levels of Strategy What is strategy Book definition-see page 27 Minkoff et.al…”it’s your plan and associated activities that create and sustain a competitive advantage Strategy Levels-for large enterprises Corporate-or enterprise-wide Strategic Business unit or division-http://www.mcgraw-hill.com/ Functional—departments such as sales, human resources, or;… marketing—and cross functional teams In a small firm—these strategies can be expected to be the same
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Em session 3 developing successful marketing and org strategies class vsn

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