Professional Documents
Culture Documents
Strategic Marketing
Role
in an Organization and
Process
Strategy - meaning
A method or plan to bring about a
desired achievement of goals or
objectives which specifies
What
Where
How
Components of Strategy
Scope
Industry type
Product lines
Market segments
Synergy
Hierarchy of strategies
Corporate strategy
Business Strategy
Functional Strategy
Corpora
te
strateg
y
Busine
ss
strate
gy
Functio
nal
Strateg
y
Strategy Components
Corporate
Strategy
Corporate
domain
-Which business
should we be in
Corporate
development
strategy
-Conglomerate
diversification
-Vertical
integration
-Acquisition &
Business
Strategy
Business
domain
-Which product
markets should
we be in within
this business or
industry
Business
development
strategy
-Concentric
diversification
Marketing
Strategy
- Target market
definition
-Product line
depth & breadth
-Branding
policies
-Product market
development
plan
-Line extensions
and product
elimination plans
Business
Strategy
Marketing
Strategy
Overall corporate
objectives
aggregated across
businesses
-Revenue growth
-Profitability
-ROI
-EPS
-Contributions to
other stake holders
* Constrained by
corporate goals
* Objectives
aggregated across
product market
entries in SBU
-Sales growth
-New product or
market growth
-Profitability/ROI
-Cash flow
-Strengthening
bases of
competitive
* Constrained by
corporate &
business goals
* Objectives for a
specific product
market entry
-Sales
-Market share
-Contribution
margin
-Customer
satisfaction
Allocation of resources
Corporate
Strategy
- Allocation
among
businesses in
corporate
portfolio
- Allocation
across functions
shared by
multiple
businesses
(corporate R&D,
MIS)
Business
Strategy
Allocation
among
product-market
entries in the
business unit
- Allocation
across
functional
departments
within the
business unit
Marketing
Strategy
- Allocation
across
components of
the marketing
plan (elements of
marketing mix)
Role of marketing in
formulating and
implementing strategies
Product-market development
Product quality
Distribution
Human resources
Business Development
Manufacturing facilities
strategy
Business level objectives &
strategy
Market opportunity analysis
Environmental & competitor analysis
Marketing information
Industry dynamics
Customer analysis, segmentation &
targeting decisions
Positioning decisions
Formulating strategies for specific
market situations
Strategies for new market entries
Strategies for growth markets
Strategies for mature & declining markets
Implementation & control
Implementing business & marketing
strategies
Controlling marketing strategies and