MM1 - Lecture 8 - Sep27 2010 -OnCourse

MM1 - Lecture 8 - Sep27 2010 -OnCourse -...

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Understanding the Marketing Environment September 27, 2011
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Agenda n Discuss Marketing Strategy Planning Process n Evaluate the Micro and Macro environments impacting organizations n Understand the importance of Marketing Plans n Learn how to do a SWOT analysis
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Looking Back n What is Positioning? What are Perceptual Maps? n What is Marketing Mix?
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Marketing Process Activities Understand the  organization’s  mission  Set marketing  objectives Gather, analyze,  interpret “SWOT”  information Implement the marketing strategy Develop a marketing strategy Design performance  measures Evaluate marketing efforts--change if  needed
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Organization’s Mission driven by strategic  planning…. Strategic Planning is the process of developing and maintaining a strategic fit between the organization’s goals and capabilities and its changing marketing opportunities.
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Why is Strategic Planning Important? What is  the role of the Mission Statement? n Defines a clear company mission q Sets supporting objectives q Designs a sound business portfolio q Coordinates functional strategies n Role of the Mission statement q States the organization’s purpose q Provides direction to internal stakeholders
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"Dell's mission is to be the most successful computer company in the world at delivering the best customer experience in markets we serve” “At IBM, we strive to lead in the invention, development and manufacture of the industry's most advanced information technologies, including computer systems, software, storage systems and microelectronics. We translate these advanced
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MM1 - Lecture 8 - Sep27 2010 -OnCourse -...

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