Professional Documents
Culture Documents
CORPORATE,
BUSINESS AND
MARKETING
STRATEGY
Corporate strategy
Business and marketing
strategy
Marketing strategy process
Internet strategy
BUSINESS AND
MARKETING
STRATEGY
2-3
CORPORATE STRATEGY
Business
Objectives
Actions and
Resources for
Achieving
Objectives
CHARACTERISTICS
2-4
OF SUCCESSFUL
STRATEGY
Unique competitive position
for the company.
Activities tailored to strategy.
Clear trade-offs and choices
vis-à-vis competitors.
Competitive advantage arises
from fit across activities.
Sustainability comes from
the activity system not the
parts.
Operational effectiveness a
given.
Source: Michael E. Porter, “What Is Strategy,” Harvard Business Review, November-December 1996, 74.
2-5
ORGANIZATIONAL
CHANGE
Vertical
Disaggregation
Internal
Redesign
New
Organizational
Forms
CORPORATE
2-6
STRATEGY
COMPONENTS
Management’s long-term
vision for the corporation
Objectives
Source: David J. Collis and Cynthia A. Montgomery, Corporate Strategy, Chicago: Irwin, 1997, 7-12.
BUSINESS AND
2-7
MARKETING
STRATEGY
Developing the strategic plan for
each business
Business and marketing strategy
relationships
Strategic marketing:
– Developing a vision about the markets
of interest to the organization, select
market target strategies, setting
objectives, and developing,
implementing and managing the
marketing program positioning
strategies designed to meet the value
requirements of customers in each
market target
2-8
MARKETING STRATEGY
PROCESS
Situation
Analysis
Implementing
Designing
and Managing
Marketing
Marketing
Strategy
Strategy
Marketing
Program
Development
2-9
MARKETING
STRATEGY
PROCESS
Strategic situation analysis
Market vision, structure and
analysis
Segmenting markets
markets
2-10
SITUATION
ANALYSIS
Market
Vision, Structure,
and Analysis
Continuous
Learning Segmenting
About Markets
Markets
2-11
MARKET-DRIVEN
STRATEGIES
Designing Market-
Driven Strategies
Product
strategy
Positioning
strategy
Price
strategy
IMPLEMENTING AND
2-13
MANAGING MARKET-
DRIVEN STRATEGY
Designing Effective
Market-Driven
Organizations
Implementing and
Managing Market-Driven
Strategy
Strategy
Implementation
and Control
2-14
A. Product Strategy
Identify how each product fits the market target. Other issues
that may be addressed would be new product suggestions,
adjustments in the mix of existing products, and product
deletion candidates.
B. Price Strategy
C. Distribution Strategy
D. Promotion Strategy
E. Marketing Research
INTERNATIONAL
PLANNING PROCESS