COMM 223 Lecture Notes - Lecture 2: Starbucks, Tostitos, Pepsis
17 Jan 2017
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Document Summary
An overall company strategy for long run growth and profitability. Economic recession: no company can control it however it can become an opportunity for some companies based on their strategic planning. Company is divided into many different products and brands that all have their own strategic planning. A statement of the organization"s purpose, what it wants to accomplish in the larger environment. The mission statement must avoid being too narrow or too broad. A good mission statement should be: market oriented (not product oriented), realistic, specific, motivating. The mission is turned into detailed business and marketing objectives. Marketing strategies and programs must develop to support marketing objectives. A business portfolio is the collection of businesses and products that make up the company. All product categories, brands, in company make up entire business portfolio. Shaping the future portfolio by developing strategies for growth and down sizing.
