MARK20100 Lecture Notes - Lecture 2: Strategic Business Unit, Boston Consulting Group, Marketing Performance Measurement And Management
Document Summary
Chapter 2: developing successful organizational and marketing strategies. An organization is a legal entity that consists of people who share a common mission. Todays organizations are of three types: for profit organizations (business firm) privately owned that serves its customers to earn profit so that it can survive. Must also receive sufficient funds above its expenses to continue operations: government agencies- a federal, state, county, or city unit that provides a specific service. Firm, company, and organization are all used interchangeably. Organizations that develop similar offerings create a compelling and sustainable advantage for their offerings relative to those of competitors to achieve a superior level of performance. Strategy is an organization"s long term course of action designed to deliver a unique customer experience while achieving its goals. The board of directors oversees the three levels of strategy in organizations: corporate, strategic business unit, and functional. At the functional level, the organization"s strategic direction becomes its most specific and focused.
