lecture 2 - company & marketing strategy
TRANSCRIPT
8/7/2019 Lecture 2 - Company & Marketing Strategy
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Principles of Marketing - Lecture 21
STRATEGIC PLANNING
8/7/2019 Lecture 2 - Company & Marketing Strategy
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Glimpses of the future
Marketing Principles - Lecture 22
What would your world be like withoutCD Players?
Color TelevisionDVD SystemsMobile phones
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STRATEGIC PLANNING
Marketing Principles - Lecture 23
The process of developing &maintaining a strategic fit betweenorganization's goals and changing
market conditions
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ELEMENTS OF A STRATEGIC PLAN
Marketing Principles - Lecture 24
Defining the
company’s
mission
SettingCompany’s
ObjectiveDesigning
the
business
portfolio
Planningstrategies
SWOT
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ELEMENTS OF A STRATEGIC PLAN
Marketing Principles - Lecture 25
Defining the
company’s
mission
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Defining the Mission Statement
Marketing Principles - Lecture 26
Vision
An impossible dream which the company wants toachieve.
Mission statement
A realistic extension of the vision.
A mission statement should be: Realistic Specific
Market focused Highlighting distinctive competencies Motivating
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Vision – Sample
Marketing Principles - Lecture 27
Vision of PSO:
To excel in delivering value tocustomers as an innovative anddynamic energy company thatgets to the future first.
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Mission Statement - Sample
Marketing Principles - Lecture 28
Mission Statement of PSO
We are committed to leadershipin energy market throughcompetitive advantage inproviding the highest quality
petroleum products and servicesto our customers, based on: Professionally trained, high quality, motivated workforce, working
as ateam in an environment, which recognizes and rewardsperformance,innovation and creativity, and provides for personal growth anddevelopment
Lowest cost operations and assured access to long-term and costeffectivesupply sources
Sustained growth in earnings in real terms Highly ethical, safe environment friendly and socially responsible
business practices
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Class Task
Marketing Principles - Lecture 29
Write a Mission Statement for:
Komfy FurnitureKomfy Furniture
oror
Suzee ParlourSuzee Parlour
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ELEMENTS OF A STRATEGIC PLAN
Marketing Principles - Lecture 210
SettingCompany’sObjective
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Setting the Company’s Objectives
Marketing Principles - Lecture 211
The mission needs to turn into meaningful objectives.
These objectives are for each level of the Management andcan vary from business to profitability, or financial
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ELEMENTS OF A STRATEGIC PLAN
Marketing Principles - Lecture 212
Designingthe
businessportfolio
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Designing a Business Portfolio
Marketing Principles - Lecture 213
A Portfolio is a group of business or products thata company makes.
Portfolio analysis is a tool by which management
identifies and evaluates the various businesses.
An SBU is a unit that has a separate mission andobjectives and can function on its own. This can
be a brand, product line or a company division.
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Boston Consulting Growth Matrix(BCG)
Marketing Principles - Lecture 214
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BCG Matrix & CorrespondingStrategies
Marketing Principles - Lecture 215
HarvestDivest
Hold
Invest / Build