Management and Organizational Studies 2320A/B Chapter Notes - Chapter 2: Strategic Planning, Swot Analysis, Marketing Mix

• School: Western University
• Department: Management and Organizational Studies
• Course: Management and Organizational Studies 2320A/B
• Professor: Gail Leizerovici

Document Summary

Chapter 2: a marketing plan & marketing strategies. Strategic planning in most organizations occurs on at least two levels corporate and functional. Corporate: done by the company"s top management and focuses on the overall direction of the entire: long term direction of the company, which is updated regularly to respond to changed in company business environment. Functions: large corporations usually have many functions: human resources, r&d, finance, manufacturing, and marketing. Strategic business unit (sbu): division of the company that can be managed somewhat independently from other divisions since it markets a specific set of products to a clearly defined group of customers. Marketing planning process: a set of steps a marketer goes through to develop a marketing plan. Sbu (applied only to large firms with more than one distinct business line) Define the company"s mission, set company"s goals and establish the business portfolio. Set goals and establish portfolio of products and markets for the business unit.