Notes #6 - Functional Capabilities Functional departments...

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Functional Capabilities Functional departments are usually the main form of organizational structure Functional Area Strategies The actions, approaches, and practices to be employed in managing the functions, processes, or key activities within a business Primary role is to support the company’s overall business strategy and competitive advantage Functional Strategies Addresses a shorter time span Very specific Focus on strategy execution Attempts to meet overall corporate objectives All functional units must be supportive of each other to avoid the ‘silo-effect’ in
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Unformatted text preview: order for the overall business strategy to be effective Marketing Strategy Combines elements of product development, promotion, distribution, and pricing into the marketing goals and objectives of the firm Marketing development Target market segment, position, marketing mix, and allocation of resources is chosen by business unit by focusing its growth strategy on ◇ Gaining market share through marketing existing products into current markets ◇ Marketing existing products into a new market...
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  • Spring '13
  • N/A
  • Marketing, overall business strategy

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