Please enable JavaScript.
Coggle requires JavaScript to display documents.
Mkt Asia 2 Developing Successful Organisational and Marketing Strategies -…
Mkt Asia 2 Developing Successful Organisational and Marketing Strategies
Today's organisations
Kinds of organisation
Strategy
Structure of today's organisations
Strategic business unit level
Functional level
Corporate level
Strategy in visionary organisations
Organisational Foundations: why does it exist?
Mission
Organisational culture
Core values
Organisational direction: What will it do?
Business
Goals
Organisational strategies: How will it do it?
Variation by level
Variation by Offering
Tracking strategic performance with marketing dashboards
Car dashboards, marketing dashboards
Dashboards, metrics, plans
Setting strategic directions
A look around: Where are we now?
Customers
Competition
Competencies
Growth strategies: Where do we want to go?
Business portfolio analysis
(market growth rate, relative unit market share)
Cash cows
Dogs
Stars
Question marks
product-market growth analysis
Product development
Market development
Diversification
Market penetration
Strategic marketing process
Implementation phase
Defining precise tasks, responsibilities, deadlines
Executing the marketing program
Designing the Marketing Organisation
Obtaining resources
Evaluation phase
Comparing results with plans to identify deviations
Acting on deviations
Planning phase
Step 2: Market-product focus and goal setting
Step 3: Marketing program
Step 1: Situation (SWOT) Analysis