MKTG1501 Lecture Notes - Lecture 3: Swot Analysis, Brand Equity, Marketing Plan
MKTG1501- Lecture 3 strategic planning and branding
*Strategy Hierarchy
1) Corporate strategy
- firm’s objectives, goals and vision, corporate values
- their business portfolio strategy
- will be involved in the resources development
- focus on the shareholders’ values
2) SBU Strategy (Business strategy)
- Focus on the Business values
3) Functional strategy: marketing, R&D, production and operation, finance and
administration, human resource
- eg, marketing strategy- focus on the customers’ values
*Marketing plan:
1) create a mission, vision and values for your company
2) setting the objectives and goals for your company: SMART Analysis
eg, The Westpac’s strategic agenda
3) create a diagram which list down the process for establishing a company eg,
Incitec Pivot Fertiliser
---business mission-business objectives- marketing objectives- marketing
strategy
find more resources at oneclass.com
find more resources at oneclass.com
Document Summary
Firm"s objectives, goals and vision, corporate values. Will be involved in the resources development. Focus on the shareholders" values: sbu strategy (business strategy) Focus on the business values: functional strategy: marketing, r&d, production and operation, finance and administration, human resource. Eg, marketing strategy- focus on the customers" values. The business portfolio should be conducted after defined the objectives, strategy and its management. Set up the business portfolio by using the swot analysis (by knowing the strengths, weakness, opportunity and treats for the company) If business well- known its business portfolio, they can easily decide which business should they receive more, and what kind of investment they should do, and plan the strategy for the product innovations. Analysing the current portfolio by using the bcg matrix (define your place in the matrix) and ge. This helps the business to well-define themselves in the market and evaluate the businesses. Be the stars is the best in the market.