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Strategic Planning
Strategic planning:
Copyright 2005 Pearson Education Inc.
Developing a strategic fit between organizational goals and capabilities, and changing marketing opportunities
Mission Statements
Mission statement:
Copyright 2005 Pearson Education Inc.
Company Revlon
Statement of an organizations purpose What it wants to accomplish in the larger environment Need to be specific, realistic, and motivating
Product-oriented definition We make cosmetics
Market-oriented definition Table 2.1 We sell lifestyle and selfexpression; tolerance of diversity, and a platform for the outrageous
Nike
We sell shoes
We help people experience the emotion of competition, winning and crushing competitors
We deliver low price every day and give ordinary folks the chance to buy the sam,e things as rich people 3
Wall-Mart
Figure 2.2
Figure 2.3
Provides a guiding philosophy Provide inputs to help identify marketing opportunities and assess potential for taking advantage of them Designs strategies for reaching objectives
Figure 2.4
Figure 2.5
Customer solution
Price
Customer cost
Place
Convenience
Promotion
Communication
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Threat and opportunity analysis Objectives and issues Marketing strategy Action program Budgets Controls
Table 2.2 12
Figure 2.7
Measure performance
What is happening?
Evaluate performance
Why is it happening?
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