Company Marketing Strategy

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Management and Organizational Studies
Management and Organizational Studies 2320A/B
Angela White

Company Marketing Strategy 1202012 45500 PM Companywide Strategic Planning y Strategic planning o The process of developing and maintaining a strategic fit between the organizations goals and capabilities and its changing marketing opportunities o Step 1 Define a MarketOriented MissionMission statementwhat the organization wants to accomplish in the larger environmentDefines the business in terms of satisfying basic customer needs o Step 2 Setting Company Objectives and GoalsBusiness objectivesBuild profitable customer relationshipsInvest in researchImprove profitsMarketing objectivesIncrease market shareCreate local partnershipsIncrease promotion o Step 3 Designing the Business PortfolioThe collection of businesses and products that make up the companyPortfolio analysisa major activity in strategic planning whereby management evaluates the products and businesses that make up the companyAnalyzing the current business portfolioStrategic business unit SBUa unit of the company that has a separate mission and objective that can be planned separately y Company division y Product line division y Single product or brand Identify key businesses that make up the company assess the attractiveness of it various SBUsdecide how much support each SBU deserves
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