Your SlideShare is downloading. ×
Strategic Marketing
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×

Saving this for later?

Get the SlideShare app to save on your phone or tablet. Read anywhere, anytime - even offline.

Text the download link to your phone

Standard text messaging rates apply

Strategic Marketing

2,368
views

Published on

Strategic Marketing, Setting Goals and Objectives

Strategic Marketing, Setting Goals and Objectives

Published in: Business

0 Comments
2 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
2,368
On Slideshare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
0
Comments
0
Likes
2
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
No notes for slide

Transcript

  • 1. Marketing Objectives and Goals ITESM: Escuela de Graduados en Administración y Dirección de Empresas Professor: Fernando Huerta June 4h, 2009 fhuertamty@itesm.mx
  • 2. Learning and Discovering • Objective: Learning the root of what are we learning • Challenge: Find the Etymologies of (Objetivo, Meta) • Time: 3 Minutes Professor: Fernando Huerta Strategic Marketing Planning
  • 3. Marketing Objectives & Goals Corporate SBU Process of SBU Business Strategic Objectives & Setting Objectives Mission Direction Goals Objectives Professor: Fernando Huerta Strategic Marketing Planning
  • 4. Corporate Strategic Direction • Identify: What fits and what needs the company. • Analyze: Potential Synergies. • Undertake: Risks that simply cannot be justified in a project basis. • Provide: The ability to think fast and act faster. • Focus: The search for opportunities and options more clearly and enhance market or economic position Professor: Fernando Huerta Strategic Marketing Planning
  • 5. CSD: Considerations • Organizational perspectives: Characteristics and leadership i.e. willingness to take risks. • Changing Direction: In order to achieve new attractive opportunities • Strategy Development: Is the company able to deploy successfully strategic direction? Professor: Fernando Huerta Strategic Marketing Planning
  • 6. Strategic Directions: Merck • Corporate Social Responsibility • Unequivocal excellence in all aspects of company • Science based innovation • Honesty and integrity • Profit, but profit from work that benefits humanity Professor: Fernando Huerta Strategic Marketing Planning
  • 7. Strategic Directions: Disney • No cynicism • Nurturing and Promulgation of “wholesome American Values” • Creativity, Dreams and Imagination • Fanatical attention to consistency and detail • Preservation and control of the Disney Magic Professor: Fernando Huerta Strategic Marketing Planning
  • 8. Strategic Directions: PM • The right to freedom of choice • Winning –beating others in good fight • Encouraging individual initiative • Opportunity based on merit • Hard work and continuous self improvement Professor: Fernando Huerta Strategic Marketing Planning
  • 9. Strategic Directions: Nordstrom • Service to the customer above all else • Hard work and individual • Productivity • Never being satisfied • Excellence in reputation; being part of something special Professor: Fernando Huerta Strategic Marketing Planning
  • 10. Strategic Direction: Challenges • Awareness of a need of change • BOD and Management Team Support and Commitment • Clear Focus Direction –Where do we want to go? • SD Champion –who is responsible for SD accomplishment Professor: Fernando Huerta Strategic Marketing Planning
  • 11. Strategic Direction: Statements • Avon: To be the company that best understand and satisfy the product, service and self-fulfillment of needs of women globally • IBM (Marketing): The marketplace is the driving force of everything we do Professor: Fernando Huerta Strategic Marketing Planning
  • 12. Strategic Direction: HP • Profit: To achieve sufficient profit to finance our company growth and provide the resources we need to achieve our other corporate objectives • Customers: To Provide products and services of the greatest possible value to our Customers, thereby gaining and holding their respect and loyalty • Field of interest: To enter new fields only when we have. Together with our technical, manufacturing and marketing skills, assure that we can make a needed and profitable contribution in the field Professor: Fernando Huerta Strategic Marketing Planning
  • 13. Strategic Direction: HP • Growth: To let our growth be limited only by our profits and our ability to develop and produce technical products that satisfy customers needs • People: To help our own people share in the company’s success, which they make possible to provide job security based on their performance, to recognize their individual achievements, and to help them gain a sense of satisfaction and accomplishment from their work Professor: Fernando Huerta Strategic Marketing Planning
  • 14. Strategic Direction: HP • Management: To foster initiative and creativity by allowing the individual great freedom of action in attaining well-defined objectives. • Citizenship: To honor obligations to society by being an economic, intellectual and social asset to each nation community in which we operate Professor: Fernando Huerta Strategic Marketing Planning
  • 15. Business Mission: Concept • Mission is a broad term that refers to the total perspectives or purpose of a business. • Traditional approach: Focused around the products • New approach: – Scope – Target Market – Value Proposition – Uniqueness and Differentiation across segments and Competitors Professor: Fernando Huerta Strategic Marketing Planning
  • 16. Business Mission: Framework Professor: Fernando Huerta Strategic Marketing Planning
  • 17. Business Unit Objectives • SBU: Cooking appliances • Mission: To market to individual home cooking appliances that perform such function as baking boiling and roasting using electric fuel technology • Objectives: (General statements in the following areas) – Measurement: Profitability, Cash Flow – Growth/Survival: Market Standing, Productivity, Innovation – Constraint: Capitalize our research in certain technologies, Avoid style business with seasonal obsolescence, Avoid anti-trust problems, assume responsibility to Public – Technological leadership – Social Contribution • Goals: Specific targets and time frame for achieving each objective listed above Professor: Fernando Huerta Strategic Marketing Planning
  • 18. Process of setting Objectives • Current results or running rates, next year vision • Executives make presentation with Objectives focused – Rationales – Relevance • Objectives Negotiation (CEO/Management Team) • Objectives Approval (CEO/Management Team) Professor: Fernando Huerta Strategic Marketing Planning
  • 19. Objectives: Acid test • Guide to action: Must facilitate decision making by management in order to select the most desirable alternative course of action. • Explicit enough to suggest certain types of actions i.e To carry on profitable business sin electrical goods. • Suggest the tools to control and Mesure i.e. To be the leader in the insurance business. Professor: Fernando Huerta Strategic Marketing Planning
  • 20. Marketing Objectives and Goals ITESM: Escuela de Graduados en Administración y Dirección de Empresas Professor: Fernando Huerta June 4h, 2009 fhuertamty@itesm.mx