2. Marketing strategy
Type Lecture
Completed
https://app.jungleai.com/deck/21Xwe7kwdx7UnZG1R2mT/marketing---ch21-flashcards-multiple-choice-questions-
Flashcards quiz?r=m9iaHSxCYeYwBXX4JWoHrSYNOqez2U
Prac prac 1
Definitions
The strategic planning process is how a
Strategic Planning process company sets up goals and aligns its recources
to adapt to opportunities and threats
The company mission is the overarching goal of
Company Mission the company, its purpose should be clearly
stated
The mission statement is a written statement of
Mission statement the organization’s purpose (mission), what it
wants to achieve in the larger environment
The business objectives focus on the overall
Business objectives
company’s success and LT growth
The marketing objectives support the business
Marketing objectives objectives through the use of
“marketing strategies”
~ ~
The business portfolio is a collection of
Business Portfolio businesses and products that make up the
company
Portfolio analysis is a major point in strategic
planning where management evaluates the
Portfolio analysis
products and businesses that make up the
company
A strategic business unit (sbu) is a self-
contained division, within a larger company that
SBU
operates like an independent business, even
though its part of the parent organization
The abell diagram is a tool to visualize the
market, to consider what customers want and
abell diagram
what technologies are available to meet those
needs:
The BCG-matrix is designed to analyse SBU’s
BCG Matrix based on Market growth and relative market
share.
The ansoff matrix is a strategic tool used to
plan an organisations growth strategies.
Ansoff matrix
it identifies four ways a company can expand
its business based on products and markets
~ ~
marketing partnerships are collaborations,
Marketing Partnerships external and internal to the company, to
achieve a certain , mutual business goal
Internal marketing partnerships, are collabs
Internal marketing within the company itself, could be another
SBU or division
External marketing partnerships are collabs
external marketing outside the company
(other companies, supplier , distributors,…)
~ ~
Marketing Strategy is the marketing logic by which the
company aims to create customer value and
2. Marketing strategy 1
, achieve
profitable customer relationships.
Market segmentation is the division of a market
into
distinct groups of buyers who have different
1. Marketing Segmentation needs,
characteristics, or behaviors and who might
require
separate products or marketing mixes
Market targeting is the process of evaluating
each
2. marketing strategy market segment’s attractiveness and selecting
one or more
segments to enter
Marketing positioning is the arranging for a
product to
occupy a clear, distinctive, and desirable place
3. Marketing positioning
relative to
competing products in the minds of target
consumers
is the set of controllable, tactical marketing
tools—product, price, place, and promotion—
that the firm
Marketing Mix
blends to produce the response it wants in the
target
market
the 4 P , C , A ‘s are different marketing models
that help to find a strategy to the customer
The 4 p’s needs of a company. each model highlights a
different cornerstone of marketing and
customer need
~ ~
The goal of SWOT is to match the strengths to
attractive opportunities in the environment
SWOT-analysis
while eliminating or overcoming the
weaknesses & minimizing the threats.
Measurement of the profits generated by
ROMI investments in marketing activities. Difficult to
measure
👉🏻 Table of contents
1. Company-wide strategic planning (defining marketing role)
1.1 Strategic planning process
1.2 Defining the company mission
1.3 Setting company objectives & goals
2. Designing the business portfolio
2.1 Analyzing the current business portfolio
2.2 steps to defining the business portfolio
2.3 Abell diagram
2.4 BCG- growth matrix
2.5 The ansoff matrix (market expansion grid)
3. Planning marketing: partnering to build customer
relationships
3.1 Marketing Partnerships
4. Marketing strategy and the marketing mix
4.1 Marketing strategy
4.2 Marketing mix
5. Managing the marketing effort and marketing ROI
5.1 Managing the marketing effort
2. Marketing strategy 2
, 1. Company-wide strategic planning (defining marketing role)
1.1 Strategic planning process
The process in which the objectives & capacities of the company are continuously
Strategic matched against evolving opportunities and threats of external environment.
planning
process
👉🏻 very simply put the strategic planning process is how a company sets goals and aligns its resources to
adapt to opportunities and threats
Strategic
~its about constantly adjusting to keep the business successful
planning
Strategic planning
‘The game-plan for long-term survival’
Its outlining the direction of a firm. Making decision about goals & objectives, formulating
strategies to achieve them.
Levels of planning
1. Concern/company level
e.g.
Nestlé
2. SBU-level
→ Strategic Business Unit
e.g.
Coffee, baby food, pet food,….
3. Product/market-combinations
→ product groups that operate on a clearly definable market. ( >1 possible per SBU.
e.g.
Gourmet(Premium pet food)
1.2 Defining the company mission
company
Mission
The mission is the overarching goal of the company. It’s purpose should be clearly
stated.
The mission statement
company
statement
= A statement of the organization’s purpose, what it wants to accomplish in the larger
mission vs
statement
environment.
→ It should be market-oriented and not product-oriented. Products become outdated but
needs may last longer.
2. Marketing strategy 3
Type Lecture
Completed
https://app.jungleai.com/deck/21Xwe7kwdx7UnZG1R2mT/marketing---ch21-flashcards-multiple-choice-questions-
Flashcards quiz?r=m9iaHSxCYeYwBXX4JWoHrSYNOqez2U
Prac prac 1
Definitions
The strategic planning process is how a
Strategic Planning process company sets up goals and aligns its recources
to adapt to opportunities and threats
The company mission is the overarching goal of
Company Mission the company, its purpose should be clearly
stated
The mission statement is a written statement of
Mission statement the organization’s purpose (mission), what it
wants to achieve in the larger environment
The business objectives focus on the overall
Business objectives
company’s success and LT growth
The marketing objectives support the business
Marketing objectives objectives through the use of
“marketing strategies”
~ ~
The business portfolio is a collection of
Business Portfolio businesses and products that make up the
company
Portfolio analysis is a major point in strategic
planning where management evaluates the
Portfolio analysis
products and businesses that make up the
company
A strategic business unit (sbu) is a self-
contained division, within a larger company that
SBU
operates like an independent business, even
though its part of the parent organization
The abell diagram is a tool to visualize the
market, to consider what customers want and
abell diagram
what technologies are available to meet those
needs:
The BCG-matrix is designed to analyse SBU’s
BCG Matrix based on Market growth and relative market
share.
The ansoff matrix is a strategic tool used to
plan an organisations growth strategies.
Ansoff matrix
it identifies four ways a company can expand
its business based on products and markets
~ ~
marketing partnerships are collaborations,
Marketing Partnerships external and internal to the company, to
achieve a certain , mutual business goal
Internal marketing partnerships, are collabs
Internal marketing within the company itself, could be another
SBU or division
External marketing partnerships are collabs
external marketing outside the company
(other companies, supplier , distributors,…)
~ ~
Marketing Strategy is the marketing logic by which the
company aims to create customer value and
2. Marketing strategy 1
, achieve
profitable customer relationships.
Market segmentation is the division of a market
into
distinct groups of buyers who have different
1. Marketing Segmentation needs,
characteristics, or behaviors and who might
require
separate products or marketing mixes
Market targeting is the process of evaluating
each
2. marketing strategy market segment’s attractiveness and selecting
one or more
segments to enter
Marketing positioning is the arranging for a
product to
occupy a clear, distinctive, and desirable place
3. Marketing positioning
relative to
competing products in the minds of target
consumers
is the set of controllable, tactical marketing
tools—product, price, place, and promotion—
that the firm
Marketing Mix
blends to produce the response it wants in the
target
market
the 4 P , C , A ‘s are different marketing models
that help to find a strategy to the customer
The 4 p’s needs of a company. each model highlights a
different cornerstone of marketing and
customer need
~ ~
The goal of SWOT is to match the strengths to
attractive opportunities in the environment
SWOT-analysis
while eliminating or overcoming the
weaknesses & minimizing the threats.
Measurement of the profits generated by
ROMI investments in marketing activities. Difficult to
measure
👉🏻 Table of contents
1. Company-wide strategic planning (defining marketing role)
1.1 Strategic planning process
1.2 Defining the company mission
1.3 Setting company objectives & goals
2. Designing the business portfolio
2.1 Analyzing the current business portfolio
2.2 steps to defining the business portfolio
2.3 Abell diagram
2.4 BCG- growth matrix
2.5 The ansoff matrix (market expansion grid)
3. Planning marketing: partnering to build customer
relationships
3.1 Marketing Partnerships
4. Marketing strategy and the marketing mix
4.1 Marketing strategy
4.2 Marketing mix
5. Managing the marketing effort and marketing ROI
5.1 Managing the marketing effort
2. Marketing strategy 2
, 1. Company-wide strategic planning (defining marketing role)
1.1 Strategic planning process
The process in which the objectives & capacities of the company are continuously
Strategic matched against evolving opportunities and threats of external environment.
planning
process
👉🏻 very simply put the strategic planning process is how a company sets goals and aligns its resources to
adapt to opportunities and threats
Strategic
~its about constantly adjusting to keep the business successful
planning
Strategic planning
‘The game-plan for long-term survival’
Its outlining the direction of a firm. Making decision about goals & objectives, formulating
strategies to achieve them.
Levels of planning
1. Concern/company level
e.g.
Nestlé
2. SBU-level
→ Strategic Business Unit
e.g.
Coffee, baby food, pet food,….
3. Product/market-combinations
→ product groups that operate on a clearly definable market. ( >1 possible per SBU.
e.g.
Gourmet(Premium pet food)
1.2 Defining the company mission
company
Mission
The mission is the overarching goal of the company. It’s purpose should be clearly
stated.
The mission statement
company
statement
= A statement of the organization’s purpose, what it wants to accomplish in the larger
mission vs
statement
environment.
→ It should be market-oriented and not product-oriented. Products become outdated but
needs may last longer.
2. Marketing strategy 3
