Chapter 2 Company and Marketing Strategy
Chapter 2 Company and Marketing Strategy
Formal Planning Many companies operate without formal plans,yet these plans can provide many benefits such as: -Encouraging management to think ahead systematically. Forcing managers to clarify objectives and policies. Better coordination of company efforts. -Clearer performance standards for control. -Helping the company to anticipate and respond quickly to environmental changes and sudden developments
Formal Planning • Many companies operate without formal plans, yet these plans can provide many benefits such as: – Encouraging management to think ahead systematically. – Forcing managers to clarify objectives and policies. – Better coordination of company efforts. – Clearer performance standards for control. – Helping the company to anticipate and respond quickly to environmental changes and sudden developments
Strategic Planning Strategic Planning is the Process of Developing and Maintaining a Strategic Fit Between the Organization's Goals and Capabilities and Its Changing Marketing Opportunities
一．Strategic Planning Strategic Planning is the Process of Developing and Maintaining a Strategic Fit Between the Organization’s Goals and Capabilities and Its Changing Marketing Opportunities
Steps in Strategic Planning Business unit, Corporate Level product, and market level Planning, Defining the Setting Designing marketing, Company Company ◆ the Business Objectives and other Mission Portfolio and Goals functional Strategies
Steps in Strategic Planning Defining the Company Mission Setting Company Objectives and Goals Designing the Business Portfolio Planning, marketing, and other functional Strategies Corporate Level Business unit, product, and market level
()Defining a market-oriented Mission A Mission Statement is a Statement of the Organization's Purpose Market Oriented Characteristics of Realistic a Good Mission Statement: Specific Fit Market Environment Distinctive Competencies Motivating
Market Oriented Realistic Fit Market Environment Distinctive Competencies Motivating Specific Characteristics of a Good Mission Statement: A Mission Statement is a Statement of the Organization’s Purpose. (一) Defining a market-oriented Mission