Seeks to establish a clear

and concerted direction for

all marketing activities of an
organization. It includes plans
to reach specific
goals/objectives.
 Mission Situation Objective
identification analysis setting

Strategy Marketing
evaluation strategy
and control development
 What are the
products and
services it
produces?
What an
Why it exists?
organization is?

Who are the Where is the

primary MISSION area of
customers? operation?
STEP 2: SITUATIONAL
ANALYSIS
 STEP 3: OBJECTIVE
SETTING
SPECIFIC
•Your goal is direct, detailed and meaningful.
“who, what, when, where, which, why”

MEASURABLE
•The ability to track your progress. “From and To”

ATTAINABLE
•Set challenging yet attainable goals.
•”How”

RELEVANT
•Aligned with the company’s mission and vision.
•“Worthwhile”

TIME-BOUND
•Time period for achievement is clearly stated.
•“When”
 Broad Goal Example:
“I Want to pass all my subjects”
 Specific: I will pass all my subjects and graduate in senior
high school within 2 years.
 Measurable: I will finish my and pass all my subjects in Grade
11 and 12 within 1 year each with no back subjects.
 Attainable: I will do all my assignments and projects.
Participate in all activities and pass all my quizzes and exams
 Relevant: Passing all my subjects will be my key to graduate
and finish my senior high school and this will lead me in
pursuing my dream career.
 Time-Based: I will finish my senior high school on or before
April 2021.
 COST-LEADERSHIP- strategy
primarily for achieving low cost
leadership among industry
competitors.
DIFFERENTIATION seeks
to achieve superior product
attributes and features that
are different from industry
competitors
FOCUSED-efforts
are concentrated on a
relatively small but
profitable market
1. Forward integration This involves gaining ownership or increased
control over distributors or retailers.

2. Backward integration This involves gaining or increased control over

suppliers.

3. Horizontal integration This involves purchase of or increased control

over competitors.

4. Market penetration Increase market share of current products or

services in current markets through greater and
more intensive marketing efforts.

5. Market development This strategy involves the introduction of existing

products or services into a new geographical
are or market.
6. Product development
7. Related diversification
8. Unrelated diversification
9. Retrenchment
10. Divestiture
11. Liquidation
This involves the introduction of existing
products or services or the development of
new products with the purpose of increasing
sales.
This involves introducing new but related
products or services.
This involves introducing new but unrelated
products or services.
This involves halting or reversing declining
sales and profits through cost or asset
reduction
This involves selling a division or part of an
organization
This involves selling all of a company’s assets,
in parts or as a whole, for their tangible
worth.
STEP 5: STRATEGY
EVALUATION AND
CONTROL

 Necessary to identify
deviations and make
necessary adjustments and
corrections.