Unformatted text preview: arketing?
Major Types of Marketing
Major GM’s New Strategy
GM’s GM struggled due to foreign competition and
a bloated benefits package. The company
responded with cost-cutting, globalization,
and new car designs
and What other strategic measures can GM
consider in order to stay viable in the market?
consider …lately, things have been getting better –
why? Scope of Strategic Planning?
Scope “True mission of an organization is to provide value
for three key constituencies” (from book)
(from Customers Employees Investors Any others? (hint: BP?) Objectives and strategies established at top level
Objectives context for planning in divisions/departments
context Including Marketing Plan Strategic Planning and Marketing
(definition) All activities that lead to development of
All clear organizational mission
objectives appropriate strategies
appropriate Achieve equilibrium
Achieve between short and long term growth acceptable financial results w/LT strategy Prepares for inevitable changes (in “environment”) markets, technology, competition, economic and
political arenas (major tren...
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