2 Company and Marketing Strategy: Partnering to Build Customer Relationships ROAD MAP: Previewing the Concepts Explain companywide strategic planning and its four steps. Discuss how to design business portfolios and growth strategies.
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Company and Marketing Strategy: Partnering to Build Customer Relationships
Strategic Planningis the Process of Developing and Maintaining a Strategic Fit Between the Organization’s Goals and Capabilities and Its Changing Marketing Opportunities.
What is our Business?
Who is the Customer?
What do Consumers Value?
What Should our Business Be?
Fit the Market Environment
Be SpecificMission Statements Should:
Relative Market Share
Market Growth Rate
Difficult to Define SBUs & Measure Market Share/Growth
Focus on Current Businesses, Not Future PlanningProblems With Matrix Approaches
Can Place too Much Emphasis on Growth
Can Lead to Poorly Planned Diversification
P R O D U C T
M A R K E T
To maintain its phenomenal growth in an increasingly over-caffeinated marketplace, Starbucks has brewed up an ambitious, multi-pronged growth strategy.
Provide Inputs to Strategic Planners
Design Strategies to Reach Objectives
Marketing’s Role in Strategic Planning
Company’s Value Chain
Wal-Mart’s ability to offer the right products at low prices depends on the contributions from people in all of the company’s departments—marketing, purchasing, information systems, and operations.
Marriott offers business travelers lodging designed to meet their particular needs.
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Toyota’s hybrid Prius is “a revelation brilliantly disguised as a car.”
The Hummer is “Like nothing else—Sport utility? Define Sport!”
4 C’s - Buyer’s View
CommunicationThe 4 P’s & 4 C’s of theMarketing Mix
Current Marketing Situation
Analysis of Threats and Opportunities
Objectives for the Brand
OrganizationMarketing Department Organization
Market or Customer
Combination of Two or More