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Figure 2-1
Steps in Strategic Planning
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The Mission Statement
• A statement of the
organization’s
purpose.
– What it wants to
accomplish in the
larger environment.
• Should be market
oriented and defined
in terms of
customer needs.
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Let’s Talk!
The mission statement now
In 2002 Microsoft’s
reads, "At Microsoft, we
mission was "To
work to help people and
empower people
businesses throughout the
through great
world realize their full
software -- any
potential.”
time, any place,
Evaluate
and on
any Microsoft’s new mission against
device.” the criteria previously discussed.
How does it fare?
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Marketing in Action
Strategic Business Units
The Symrise company
creates ingredients used
in flavors, fragrances,
and cosmetics.
The Flavors Division is
structured into SBUs
which are responsible
for developing the
product categories
shown at left.
http://www.symrise.com
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Figure 2-2
The BCG Growth-Share Matrix
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Figure 2-3
The Product/Market Expansion Grid
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Figure 2-4
Managing Marketing Strategy
and the Marketing Mix
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Marketing in Action
Target Marketing
Jones Soda caters to its
niche of 12- to 24-yearolds who “appreciate the
brand’s wacky and
irrelevant attitude”.
Loyal consumers help
design product flavors,
colors, labels, and brand
names. Visit the Web site
to learn more.
http://www.jonessoda.com
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Marketing in Action
Positioning
Promoting attributes,
benefits, usage
situations, or users
can help to establish a
product’s position in
the consumer’s mind.
How is the Gelstat
Migraine medicine
being positioned?
Is this ad effective?
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Figure 2-5
The Four “Ps” of the Marketing Mix
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Let’s Talk!
Select either ultimate
consumers or businesses
as your target market.
Explain each element of
Visa’s marketing mix –
product, price, place, and
promotion – in the context
of marketing Visa towards
your selected target
market.
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Figure 2-6
Marketing Analysis, Implementation,
Planning, and Control
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Figure 2-7
SWOT Analysis
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Let’s Talk!
Under what circumstances
does it make sense to structure
the marketing department by
combining a product
management organizational
system with a customer
organizational system?
Offer an example of a specific
manufacturer for which you
feel this would be appropriate.
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Figure 2-8
Return on Marketing
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