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Chapter 2 Company and Marketing Strategy (Analysing the Current Business…
Chapter 2 Company and Marketing Strategy
Designing the Business Portfolio
The business portfolio
Portfolio analysis
Planning Marketing:
Partnering to Build Customer Relationships
Value chain
(company departments)
Value delivery network
(Company, suppliers, distributors, ultimately customers)
Marketing Strategy and the Marketing Mix (with
Picture
)
Customer-Driven Marketing Strategy
Market segmentation
Market segment
Customer-Centered Marketing Strategy
Market targeting
Market positioning
Developing an Integrated Marketing Mix
Product
Price
Promotion
Place
Managing the Marketing Effort
Marketing Planning - Parts of a Marketing Plan
Executive summary
Marketing situation
Threats and opportunities
Objective and issues
Marketing strategy
Action programs
Budgets
Controls
SWOT Analysis
Strengths (Internal, Positive)
Weaknesses(Internal, Negative)
Opportunities (External, Positive)
Threats (External, Negative)
Measuring and Managing Return on Marketing Investment
Strategic Planning and Steps in Strategic Planning
Defining the company mission
Setting company objectives and goals
Designing the business portfolio
Planning marketing and other functional strategies (
Business unit, product and market level
)
Defining a Market-Oriented Mission
Mission Statement
Market-oriented mission
Setting Company Objectives and Goals
Business Objectives
Build profitable customer relationships
Invest in research
Improve profits
Marketing Objectives
Increase market share
Create local partnerships
Increase promotion
Analysing the Current Business Portfolio
Strategic business unit (SBU)
Company division
Product line within a division
Single product or brand
Identify key businesses (Strategic business units, or SBUs)that make up the company
Access the attractiveness of its various SBUs
Decide how much support each SBU deserves.
4 elements (with
Picture
)
Star - High Market growth rate, high Relative market share
Question mark - High Market growth rate, Low Relative market share
Cash cow - Low Market growth rate, High Relative market
Dog - Low Market growth rate, Low Relative market share
Developing Strategies for Growth and Downsizing
Product/ Market expansion grid
Market development
(Existing products, New markets)
Product development
(New products, Existing markets)
Diversification
(New products, New markets)
Market penetration
(Existing products, Existing markets)
Downsizing