Principles of Marketing

Goal
Goals and Plans A desired future state that the organization wants to achieve. What do we want? A blueprint of the actions necessary to reach the desired goal. How do we get there?

Plan

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Mission Statement
Answers the question:
Mission Statement

What drives us?

Honda Nike

Beat GM! Crush Reebok

A good Mission Statement: Elicits an emotional, motivational response in company employees. Is easily understood and can be transferred into individual action. Points to a tangible and measurable goal. Speaks to the competitive environment in which the company operates.

Principles of Marketing
Levels of Goals/Plans - Honda
A Mission Statement describes our purpose.
Mission Statement

Beat General Motors

Strategic Goals

Strategic Plans

Strategic level is the Big Picture.

Build cars for the American market.

Senior Management

Tactical Goals

Tactical Plans

Tactics break strategies into steps.

Develop car designs for American market.

Middle Management

Operational Goals

Operational Plans

And smaller steps.

Do research on American Market

Lower Management

Principles of Marketing
Mission Statement
Mission Statement

A Mission Statement points to goals that are definable, measurable, actionable, and with emotional appeal that everyone understands and can act upon.

An Organizations Mission: Reflects managements vision of who the firm serves. Provides a clear vision of what the firm provides customers. Directs managers where the firm should be staking out a competitive position in the marketplace.

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Mission Statement
To provide any customer a means of moving people and things up, down, and sideways over short distances, with higher reliability than any similar enterprise in the world.

Mission Statement

Elevator

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Mission Statement
To offer food prepared in the same high-quality manner world-wide, tasty, reasonably priced, and delivered in a consistent, low-key and friendly atmosphere.

Mission Statement

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Mission Statement
Mission Statement

To offer all of the fine customers in our territories all of their household needs in a manner in which they continue to think of us fondly.

Become a $125 billion company by the year 2000

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Mission Statement
We are the eyes and ears of the nation and at times its hidden hand. We accomplish this mission by: Collecting intelligence that matters. Providing relevant, timely, and objective all-source analysis. Conducting covert action at the direction of the President to preempt threats or achieve United States policy objectives.

Mission Statement

CIA

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Mission Statement
Become the dominant player in
Mission Statement

commercial aircraft and bring the world into the jet age" (1950)

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Mission Statement
To be the number one sports and fitness company in the world."

Mission Statement

Nike

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Strategic Goals and Plans
Strategic Goals Strategic Plans

Strategic level is the Big Picture.

Senior Management

An Organizations Strategic Goals: Helps managers at lower levels focus. Avoids pitfall of them trying to move in too many directions at once. Senior Management formulates Strategic Goals so: Lower level managers know where the firm is at present. And know where the firm is headed.

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Strategic Goals and Plans
Strategic Goals Strategic Plans

Senior Management

Nike

Protect and improve Nikes position as the number one athletic brand in America. Intensify the companys effort to develop products that women want and need. Explore the market for products specifically designed for the requirements of maturing Americans. Continue the drive for increased margins through inventory management and new product development.

Human Relations
Tactical and Operational Goals and Plans
Tactical Goals Tactical Plans

Middle Management

Tactics break strategies into smaller more specific steps .

Operational Goals

Operational Plans

Lower Management

And operational goals are even more specific steps .

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Tactical and Operational Goals and Plans
Strategic Goal: Build momentum in fitness market. Marketing manager works with advertising manager and sales manager to devise point-of-purchase displays for fitness centers. Sales manager incorporates sales calls to fitness centers in each salespersons sales plan. Strategic Goal: Increase margins via inventory management. Purchasing managers evaluate production lead times and tighten ROPs. Information Technology manager assigns inventory analyst to task of updating with more current software.

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Strategic Marketing Planning
Marketing Strategy = The plan of action that describes resource allocation & activities for dealing with the environment to attain organizational marketing goals.

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Strategic Marketing Questions
What changes and trends are occurring? Who are the customers? What products or services should we offer? How can we offer these products or services efficiently?

Strategic Management Process Situation Analysis via SWOT

Scan External Environment National Global Identify Strategic Factors Opportunities Threats Implementing Strategy via Changes in: Structure Human resources Information & control systems

Evaluate Current: Mission Goals Grand Strategy

SWOT

Define New: Mission Goals Grand Strategy

Identify Strategic: Corporate Business Functional

Scan Internal Environment Core Competence Synergy Value Creation

Identify Strategic Factors Strengths Weaknesses

External Opportunities and Threats

The Economy Trends in Technology Competitors what will emerge? Customers what will they want?

Legal and Political Factors