Planning at the product level Core strategy Target Competitive Competitor markets advantage targets Marketing mix decisions Organization and implementation Control
4 Planning at the product level Core strategy Marketing mix decisions Organization and implementation Control Target markets Competitive advantage Competitor targets
The Ashridge mission Model Purpose (Why the company exists Strategy Company values CThe commercial rationale) (What senior management believes in) Standards and behaviours CThe policies and behaviour patterns that guide How the company operates
The Ashridge Mission Model 5 Purpose (Why the company exists) Company values (What senior management believes in) Standards and behaviours (The policies and behaviour patterns that guide How the company operates Strategy (The commercial rationale)