ADMS 2200 Lecture Notes - Lecture 2: Rill, Dell, Cost Leadership

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ADMS 2200 Full Course Notes
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ADMS 2200 Full Course Notes
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The objective-based process of developing and maintaining a strategic fit between the organization"s goals and capabilities and its changing marketing opportunities. Steps in strategic planning: corporate level, defining the company mission( select, keep, start, get rid of. Business unit level: setting company objectives and goals( how to keep your business unique, designing the business portfolio ( combine different skills together) What benefit we can get from that: easier to develop new product, make it difficult for competitors to duplicate your new product. Strategic business unit, product, and market level: Definition: an identifiable unit within a large company with its own profit and loss responsibility; it may have one or more divisions and product lines ( distribution channel) 4p( product/ price/ promote/ place) Strategy that determines how the unit will compete in its given business and how it will position itself among its competitor. Planning marketing strategy as well as other functional strategies.

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