Management and Organizational Studies 2320A/B Chapter Notes - Chapter 2: Marketing Mix, Swot Analysis, Boston Consulting Group
11 Mar 2013
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Strategic planning: the process of developing and maintaining a strategic fit between the organizations goals and capabilities and its changing marketing opportunities: sets the stage for the rest of the planning in the firm. At the corporate level, the company stats the strategic planning process by defining its overall purpose and mission. Marketing planning occurs at the business-unit, profit, and market levels. Corporate level: defining the company mission, setting company objectives and goals, designing the business portfolio. Business unit, product, and market level: planning marketing and other functional strategies. Product oriented vs. market oriented mission statements. Companies need to turn its mission into detailed supporting objectives for each level of management. Business portfolio: the collection of businesses and products that make up the company: best is the one that best fits the company"s strengths and weaknesses to opportunities in the environment, planning takes two steps:
