MGCR 352 Lecture Notes - Lecture 2: Canadian Dollar, Language Barrier, Neuromarketing

• School: McGill University
• Department: Management Core
• Course: MGCR 352
• Professor: Thomas Dotzel

Document Summary

3 levels of strategy: corporate level strategy, overall, entire organization, business level strategy, strategy for a set of related products, functional level strategy, most specific and focused strategy. Mission statement: organizations scope, identify customers, markets, products, technologies and values. Goals/objectives: based on mission statement, what is to be accomplished through marketing activities. Realsticic, measurable, time specific, consistent with orgs priorities. Swot analysis: strength: internal capabilities that help reach goals. Production costs, marketing skills, employee capabilities, financial ressources, firms technology, brand image: weakness: internal limitations that may hinder reaching goals. Production costs, marketing skills, employee capabilities, financial ressources, firms technology, brand image: oppportunities: conditions in the external environment that favor strenghts. Social, economic, technological, competitive, regulatory: threats: conditions in the external environment that do not relate to existing strenghts or favor areas of current weakness. Changes in the environment can affect the organizatoin as well as its suppliers and customers.