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Company-Wide Strategic Planning: Defining Marketing Role, Designing the…
Company-Wide Strategic Planning: Defining Marketing Role
Defining a Market-Oriented Mission
When creating a sound mission statement a company must answer a set of questions
Who is the customer?
What should our business be?
What do consumer value?
What is Our business?
Definition
Mission Statement is the statement of the organization purpose (
What it wants to accomplish in a larger environment
). It acts as a guide for the organization.
Mission statement should be
market oriented
and defined in terms of satisfying customer needs.
Mission statement should be meaningful, specific, and motivating.
Setting Company Objectives and Goals
The company turns its broad mission into detailed supporting objectives for each level of management.
Definition
Strategic planning is the process of developing and maintaining a strategic fit between the organization’s goals and capabilities and it’s changing marketing opportunities.
Strategic planning starts by defining the organization’s overall purpose and mission.
Mission is converted to detailed supporting objectives
Headquarters decide the business portfolio and products
Designing the Business Portfolio
Analyzing the Current Business Portfolio
The Boston Consulting Group Approach
Developing Strategies for Growth and Downsizing
Planning Marketing: Partnering to Build Customer Relationships
Partnering with Other Company Departments
Partnering with Others in the Marketing System
Marketing Strategy and Marketing Mix
Customer Value-Driven Strategy
Developing an Intergated Marketing Mix
Managing The Markeing Effort and Marketing ROI
Managing the Marketing Effort