Beruflich Dokumente
Kultur Dokumente
Imran Sadiq
Assistant Professor- Marketing
imran.sadiq@umt.edu.pk
Lesson
Organizational
Marketing Strategy Resources
Organizational resources
needed for implementation
of strategy
Strategic Fit
Components of Mission
Strategic Intent
Vision of what you
want to be?
Competitive
Distinctive
Positioning
Competencies
Differential
Core Skills
Advantage
Marketing Strategy Process
Business
Purpose
Competitive Competitive
Market Target Advantage
Positioning
Implementati
Control Organization
on
Marketing
Mix
Marketing Strategy Process
Components of SMP
• Purpose of Business
• Establishing the Core Strategy
- Establishing a core strategy requires a detaile
analysis of both the resources available and th
market in which the organization will operate,
both within the context of achieving the overal
business purpose or mission
Strategic Business Unit (SBU)
• It is a single business or collection of
related businesses, that can be planned
separately from the rest of company
• It has its own set of competitors
• It has a manager responsible for strategic
planning and profit performance, who
controls most of the factors affecting
profit
Boston Consulting Group Growth-Share
Matrix Framework
Relative Market Share
High Low
Stars Question Marks
?
Market Growth Rate
High
1. Today’s 4. Developments
Breadwinners 5. Sleepers
2. Tomorrow’s 6. Investment in
Breadwinners Managerial Ego
3. Yesterday’s 7. Failures
Breadwinners
Balancing the Business Portfolio
Others uses
Products that
cash now but
generate cash
promises
now
cash in future
Components of SMP
• SWOT Analysis
Components of SMP
Porter’s Generic Strategies
Something Unique
•
Framework for Macro-
environment Analysis
Framework for Macro-
environment Analysis
Key to Competitiveness
Key to Competitiveness