ADM 2320 Lecture Notes - Lecture 2: Boston Consulting Group, Swot Analysis, Marketing Mix
10 Oct 2017
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Document Summary
Industry outlook: not a decision but rather an informed and inspired conclusion: key factors: recent trends, developments, forces, experience, gut feel, inspiration and role, and presence of champions. Corporate goals and values: a corporation"s institutional standards of behavior: importance: building corporate brand image, reputation and credibility, leadership, public relations, corporate crisis management. Corporate positioning: how we want to be seen by stakeholders in terms of what we do: examples: trustworthy, popular, caring, e cacious, innovative, traditional, practical. Corporate image: how we want to be seen in terms of what kind (i. e. premium, value, economy player, cutting edge, ethical?) Corporate branding: an active campaign to establish an awareness of the corporation, its name, its desired positioning and image, and to create positive a ect for the corporation. %1: the company needs a larger customer base to achieve economies of scale, the company wants to reduce its dependence on any one market, the company"s customers are going abroad and need servicing.
