Mar 3023 Lecture Notes - Lecture 2: Strategic Planning, Marketing Plan, Swot Analysis
Document Summary
Marketing class notes chapter 2: burger king google hack. Risk management: mission statement- des(cid:272)ri(cid:271)es a fir(cid:373)"s (cid:373)arkets a(cid:374)d produ(cid:272)ts or servi(cid:272)es. Provides a shared sense of purpose, direction and opportunity: starbucks mission statement. To inspire and nurture the human spirit one person, one cup and one neighborhood at a time: publix mission statement. To be the premier quality food retailer in the world: marketing plan: Gives a perspective on marketplace trends: swot analysis. Opportunities and threats: m(cid:272)do(cid:374)ald"s usi(cid:374)g swot. Strengths: strong brand recognition, long-term profitability and franchise system, breakfast reputation. Weaknesses: difficulty finding and retaining quality employees, perception of unhealthy food, longer wait times. Opportunities: international expansion, menu or service expansions, public interest in ethical and sustainable business practices. Threats: weak economy cuts dining-out budgets, increasing production costs, health conscious of u. s. population: competition analysis. Indirect competitors: marketing strategy, quality marketing objectives. Realistic: segmentation, target markets, and positioning, strategic direction.
