Marketing
Objectives
and Goals
ITESM: Escuela de Graduados en Administración
y Dirección de Empresas
Professor: Fernando Huerta June 4h, 2009
fhuertamty@itesm.mx

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

Marketing Objectives & Goals
Corporate SBU Process of
SBU Business
Strategic Objectives & Setting
Objectives Mission
Direction Goals Objectives
Professor: Fernando Huerta Strategic Marketing Planning

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

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

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

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

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

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

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

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

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

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

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

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

Business Mission: Framework
Professor: Fernando Huerta Strategic Marketing Planning

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

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

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

Marketing
Objectives
and Goals
ITESM: Escuela de Graduados en Administración
y Dirección de Empresas
Professor: Fernando Huerta June 4h, 2009
fhuertamty@itesm.mx