ADM 2320 Chapter Notes - Chapter 2: Crisis Management, Marketing Mix, Boston Consulting Group
Document Summary
Informed and inspired conclusion i: key factors: recent trends, developments, forces, experience, gut feel, inspiration, porters 5 forces, done by top management, corporate goals and values: corporation"s standards of behaviour. i. Vision component: corporate positioning/image/branding, corporate positioning: how we want to be seen by stakeholders in terms of what we do, corporate image: how we want to be seen in terms of what kind (i. e. premium versus value, corporate branding: active campaign to establish an awareness of the corporation, its name, desired positioning/image, and positive affect for corporation, corporate growth: global firms offering better products or lower prices can attack company"s domestic market, company discovers foreign markets present higher profit opportunities, company needs larger customer base to achieve economies of scale, company wants to reduce its dependence on any one market, company"s customers are going abroad and need servicing, product market expansion grid.
