Textbook Notes (378,596)
CA (167,186)
UTSC (19,212)
MGM (268)
MGMA01H3 (184)
Aggrawal (13)
Chapter 2

Chapter 2 Notes

1 Page
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Department
Management (MGM)
Course Code
MGMA01H3
Professor
Aggrawal

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Companywide Strategic Planning
Marketing strategies and programs are guided by broader companywide strategic plans,
which are customer focused. Strategic plan involves adapting the firm to take advantage of
opportunities in its constantly changing environment.
Begin by:
Defining overall purpose and mission of the company, which are turned into objectives
Next, the type of business and products is determined which then plan the marketing strat-
egy independently
Successful companies continuously ask question their goals and ambitions. A mission state-
ment helps guide the company and its employers (and its market oriented rather then product
focused).
April 24, 2011 4:27 PM
W2.Ch2: Company and Marketing Strategy
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April 24, 2011 4:27 PM W2.Ch2: Company and Marketing Strategy CompanywideStrategicPlanning Marketing strategies and programs are guided by broader companywide strategic plans, which are customer focused. Strategic plan involves adapting the firm to take advantage of opportunities in its constantly changing environment. Begin by: Defining overall purpose and miss
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