Lecture 2 Company and Marketing Strategy...

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iAcademyiAcademyCompany and Marketing StrategyPrinciples of MarketingLecture 2Company and Marketing StrategyThis lecture and its associated materials have been produced by Miss Ajjaree Limpamont (MSc InternationalMarketing, Thammasat) of iAcademy for the purposes of lecturing on the above described subject and the materialshould be viewed in this context. The work does not constitute professional advice and no warranties are maderegarding the information presented. The Author and iAcademy do not accept any liability for the consequences of anyaction taken as a result of the work or any recommendations made or inferred. Permission to use any of thesematerials must be first granted by iAcademy.
iAcademyiAcademyAgendaReview of Week 1Week 2 Lecture CoverageCompanywide Strategic Planning: Defining Marketing’sRoleDesigning the Business PortfolioPlanning Marketing: Partnering to Build CustomerRelationshipsMarketing Strategy and the Marketing MixManaging the Marketing EffortMeasuring and Managing Return on MarketingInvestment
iAcademyQuick Review of Lecture 1What is Marketing Definition?What are all component in MarketingProcess?
iAcademyiAcademyAny Questions?
iAcademyiAcademyLet’s go to Lecture 2
iAcademyiAcademyCompanywide Strategic PlanningStrategic planningThe process of developing and maintaining a strategic fitbetween the organization’s goals and capabilities and itsmarketing opportunities.An organization's process of defining its strategy or direction,and making decision on available resources.It sets the stage for the rest of the planning in the firm.Strategic Planning
iAcademyiAcademyCompanywide Strategic PlanningStrategic Planning
iAcademyiAcademyStrategic planningStrategic PlanningCorporate levelDefining its overall purpose and mission.Setting Company Goal and Objective to complete themission.Business LevelDesigning Business portfolio.Marketing planning occurs at the business unit,market and product level.Play Video and discuss the key point of how Liveidentify themselves towards their missionKotler_POM13e_PPT_02_video_LiveNationCompanywide Strategic Planning
iAcademyiAcademy4 Step Strategic planning Process1234Market OrientedCompanyMissionBusiness ->MarketingObjectivesPortfolioanalysis anddesignKey Assumption: We are using the marketing conceptMarketingPartnerships andImplementation
iAcademyiAcademyCompanywide Strategic PlanningVision and Mission are not the same and mightsometimes be confusing. Here is how to tell thedifference. Play Video.What's the Difference Between Mission and Vision_Defining a Market-Oriented Mission
iAcademyiAcademyCompanywide Strategic PlanningThe mission statement is the organization’spurpose, what it wants to accomplish in the longterm plan.

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