IB 311 Lecture Notes - Lecture 14: Swot Analysis, Strategic Choice, Smart Criteria
22 Apr 2019
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Document Summary
The process of developing and maintaining a strategic fit between the organization"s goals and capabilities and its changing marketing environment. The set of tactical marketing tools-product, price, promotion, and place- and related with them decisions which firm perform to provide better value to customer. Operational marketing- what exactly we do to get there? . The external analysis- the study of external factors (non-controllable) to the company. The internal analysis studies those controllable ones (inside the company) Swot: summaries the acquired knowledge, point out the most significant, decide about further strategies. Strategic choice: marketing strategy selection: operationalizing swot analysis, selecting a strategy, justifying objectives, market segmentation, defining target audience, positioning. Offensive strategies- to get the maximum profit from a favorable external situation. Ideal situation: enough capacities to take the utmost profit of the opportunities that arise. It is advisable to adopt growing strategies- match.
