Beruflich Dokumente
Kultur Dokumente
Session 2
Strategic Planning
o Developing & maintaining a strategic fit between the
organizations goals & capabilities and its changing
marketing opportunities.
o And include:
Defining the purpose and mission
Setting objectives and goals,
Designing the business portfolio
Developing detailed marketing and departmental plans
Business Portfolio
o The collection of businesses and products that make up the company.
High
Market Question
Stars
Growth Marks
Low Cash
Market Dogs
Cows
Growth
New Market
Diversification
Markets Development
Planning Marketing
o Marketing plays a key role in the strategic planning
process.
o Marketing analysis
Key Elements Provides information helpful in
planning, implementation, and
o Analyzing marketing control
opportunities o Marketing planning (assignment
o Selecting target Appendix 1!)
markets Strategies and tactics
o Developing the o Marketing implementation
marketing mix Turns plans into action
o Marketing control
o Managing the
marketing effort Operating control
Strategic control
Marketing audit
Competitor Analysis
Competitive Advantage is the advantage of the organization
over competitors, gained by offering consumers greater value
than competitors offer.
Formulated marketing
Intrepreneurial marketing
Basic Competitive Strategies
o Porter o Value Disciplines
(Michael Treacy & Fred Wiersema)
Overall cost leadership Operational excellence
Lowest production and
Superior value via price
distribution costs
and convenience
Differentiation
Creating a highly
Product leadership
differentiated product line Superior value via product
and marketing program innovation
o Types of companies:
Competitor-centered companies
Customer-centered companies
Market-centered companies