MKT-300 Lecture Notes - Lecture 3: Product Market, S.M.A.R.T.
Document Summary
What is the organizations main activity: mainly, what is it that we are going to offer, 50%-90% of new companies fail within 19 months, marketing offers value, therefore, all activities are geared towards customer value. How are we going to deliver value: by examining, sbus (strategic business units, the marketing plan. For the entire organization and each unit. A sbu is a subgroup of a single business or collection of related businesses within the larger organization: plans independently of other sbus. Strategic planning is the managerial process of creating and maintaining a fit between the organizations objectives and resources and the evolving market opportunity. Everything that the company does needs to be focused around the mission: vision. Most failure will occur because products are not related around the mission/ they don"t know where they are starting from. Where we will get if we follow the mission: e. g. Productivity: what we want, how we will do it.
