I. LOOKING AHEAD: PREVIEWING THE CONCEPTS
The hard task of selecting an overall company strategy for long-run
survival and growth is called strategic planning.
II. STRATEGIC PLANNING
Each company must find the game plan that makes the most sense given
its specific situation, opportunities, objectives, and resources.
Strategic planning: The process of developing and maintaining a
strategic fit between the organization’s goal and capabilities and its
changing marketing opportunities. It involves defining a clear
company mission, setting supporting objectives, designing a sound
business portfolio, and coordinating functional strategies.
Strategic planning sets the stage for the rest of the planning in the
firm. Companies usually prepare annual plans, long range plans, and
strategic plans. The strategic plan involves adapting the firm to take
advantage of opportunities in its constantly changing environment.
Marketing planning occurs at the business-unit, product, and market
levels, supporting company strategic planning with more detailed
planning for specific marketing opportunities.
A. Defining a Market-Oriented Mission
Mission statement: A statement of the organization’s purpose – what it
wants to accomplish in the larger environment.
A clear mission statement acts as an “invisible hand” that guides
people in the organization.
Mission statements should be market oriented; a market-oriented
mission statement defines the business in terms of satisfying basic
A mission should be realistic, specific and the mission should fit the
market environment. The organization should base its mission on its
distinctive competencies. Finally, mission statement should be
B. Setting Company Objectives and Goals
* This mission leads to a hierarchy of objective, including business
objectives and marketing objectives.
* Marketing strategies must be developed to support these marketing
* Each broad marketing strategy must then be defined in greater
C. Designing the Business Portfolio
Guided by the company’s mission statement and objectives, management
now must plan its business portfolio.
Business portfolio: the collection of businesses and products that
make up the company.
The best business portfolio is the one that best fits the company’s
strengths and weakness to oppor...
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2. Strategic control: involves looking at whether the company’s basic
strategies are well matched to its opportunities. Marketing
strategies and programs can quickly become outdated, and each company
should periodically reassess its overall approach to the marketplace.
a. marketing audit
Marketing audit: A comprehensive, systematic, independent, and
periodic examination of a company’s environment, objectives,
strategies, and activities to determine problem areas and
opportunities and to recommend a plan of action to improve the
company’s marketing performance.
F. The Marketing Environment
The company operates in a complex marketing environment, consisting of
uncontrollable forces to which the company must adapt. The
environment produces both threats and opportunities. The company must
carefully analyze its environment so that it can avoid the threats and
take advantage of the opportunities.
VI. LOOKING BACK: REVIEWING THE CONCEPTS
The hard task of selecting an overall company strategy for long run
survival and growth is called strategic planning. Strategic planning
sets the stage for the rest of the company’s planning, including
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