chp2 - CompanyandMarketing Strategy:PartneringtoBuild...

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Company and Marketing  Strategy:  Partnering to Build  Customer Relationships Chapter 2
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2 - 2 What is Strategic  Planning? Strategic Planning Defined: The process of developing and  maintaining a strategic fit between the  organization’s goals and capabilities  and its changing marketing  opportunities Goal 1:  Explain strategic planning
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2 - 3 Companywide Strategic Planning: Defining  Marketing’s Role The hard task of selecting an overall company strategy for long-run survival and growth is called strategic planning Strategic planning sets the stage for the rest of the planning in the firm. Companies usually prepare annual plans, long-range plans, and strategic plans
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2 - 4 Marketing Management A mission statement  asks. . What is our  business? Who is the  customer? What do  consumers value? What should our  business be? A mission statement  should be: An “invisible hand”  Neither too narrow nor  too broad Fitting of market  environment Based on distinctive  competencies Motivating Market-Oriented Mission Goal 1:  Explain strategic planning
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2 - 5 Setting Company Objectives  and Goals The company’s mission needs to be turned into detailed supporting objectives for each level of management. The mission leads to a hierarchy of objectives , including business objectives and marketing objectives. Marketing strategies and programs must be developed to support these marketing objectives.
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2 - 6 The Business Portfolio business portfolio  is the collection  of businesses and products that make  up the company Business portfolio planning involves  two steps: 1. Analyzing the current business portfolio  2. Shaping the future portfolio by  developing strategies Goal 2:  Describe business portfolios and growth strategies
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2 - 7 Designing the Business  Portfolio  The best portfolio is the one that best fits the company’s  strengths and weaknesses  to  opportunities  in the  environment The major activity in strategic planning is  business  portfolio analysis , whereby management evaluates the  products and businesses making up the company strategic business unit (SBU)  is a unit of the company  that has a  separate mission and objectives  and that can be  planned independently from other company businesses The next step in business portfolio analysis calls for 
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chp2 - CompanyandMarketing Strategy:PartneringtoBuild...

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