Company and Marketing Strategy: Partnering to Build Customer Relationships

Chapter 2 Company and marketing strategy: partnering to build customer relationships

Company-wide strategic planning

Strategic planning

Strategic planning developing and maintaining a strategic fit between the

organisation’s goals and capabilities and its changing marketing

opportunities

Company-wide strategic planning (Continued)

Steps in strategic planning

Corporate level Business unit, product

Planning marketing and other functional strategies

Planning marketing and other functional strategies

Designing the business portfolio

Designing the business portfolio

Setting company objectives and goals

Setting company objectives and goals

Defining the company mission

Defining the company mission

and market level

collection of businesses and products that make up the company.

collection of businesses and products that make up the company.

Business & Marketing Objectives

Business & Marketing Objectives

Steps in strategic planning

Company-wide strategic planning (Continued)

Defining a market oriented mission

The mission statement is the organisation’s purpose, what it wants to accomplish in the larger environment.

Market-oriented mission statement defines the business in terms of satisfying basic customer needs.

Company-wide strategic planning (Continued)

Setting company objectives and goals

Marketing objectives

* Increase market share

* Create local partnerships

* Increase promotion

Marketing objectives

* Increase market share

* Create local partnerships

* Increase promotion

Business...