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

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

Document Summary

Corporate level done by the company"s top management and focuses on overall direction of the entire company. Functional level planning that deals with functions such as h/r, r&d, finance, etc. Strategic business units (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 develop a marketing plan. Marketing planning process a set of steps a marketer goes through to. Three major phases of the marketing plan: planning, implementation, and control. Implementation phase where marketing managers identify and evaluate different opportunities by engaging in a process know as segmentation, targeting, and positioning (step 3), they then develop and implement the marketing mix using the four p"s (step 4) Control phase the part of strategic marketing planning process where managers evaluate the performance of the marketing strategy and take any necessary corrective actions (step 5) Step 1: define the business mission and objectives.