Company-Wide Strategic Planning: Defining Marketing Role

Defining a Market-Oriented Mission

Setting Company Objectives and Goals

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

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

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.

The company turns its broad mission into detailed supporting objectives for each level of management.