Documente Academic
Documente Profesional
Documente Cultură
Situation Analysis
An in-depth analysis of the organizations internal and external environments
Marketing Plan
A written document that provides the blueprint or outline of the organizations marketing activities, including the implementation, evaluation and control of those activities
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Exhibit 2.1
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Vision Statement
Answers What do we want to become? Tends to be future oriented Represents where the organization is headed
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Exhibit 2.2 (1 of 2)
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Exhibit 2.2 (2 of 2)
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Associated with developing a competitive or differential advantage Determines the nature and future direction of each business unit Essentially the same as corporate strategy in small businesses
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Functional Strategy
Functional strategies are designed to integrate efforts focused on achieving the areas stated objectives. The strategy must:
Fit the needs and purposes of the functional area Be realistic with the organizations resources and environment Be consistent with the organizations mission goals, and objectives.
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Implementation
Involves activities that execute the functional strategy. Functional plans have two target markets:
External market Internal market
A company must rely on its internal market for a functional strategy to be implemented successfully.
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Discussion Question
Defend or contradict this statement: Developing marketing strategy is more important than implementing marketing strategy because if the strategy is flawed, it doesnt matter how well it is implemented.
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Not the same as a business plan Requires a great deal of information from many different sources
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Objectives:
More specific and essential to planning
V. Marketing Strategy
Primary target market and marketing mix Secondary target market and marketing mix
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The marketing plan is most often prepared by the Marketing Director or VP of Marketing The final approval of the marketing plan lies with the President, Chairman, or CEO
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Exhibit 2.4
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Exhibit 2.5
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Exhibit 2.6
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