The document discusses strategic planning and marketing strategy. It outlines the key steps in strategic planning, including analyzing the company's current business portfolio, markets, and products. Different strategic planning models and matrices are presented, such as the BCG Growth-Share Matrix, Product/Market Expansion Grid, and competitive strategies analysis. The roles and components of an effective marketing strategy and mix are also described, including market segmentation, targeting, positioning, and the four Ps (Product, Price, Place, Promotion).

1. Company and Marketing Strategy: Partnering to Build Customer Relationships

3. Steps in Strategic Planning

5. Different Dimensions of Strategy (3 R’s)

7. Strategies Over Time-Singapore Airlines

8. Questions a Mission Statement Should Answer What is our Business? Who is the Customer? What do Consumers Value? What Should our Business Be?

10. Mission Statements Should: Be Realistic Be Specific Fit the Market Environment Be Based on Distinctive Competencies Be Motivating

16. The BCG Growth-Share Matrix Figure 2.4

17. Comparison of Business Portfolios Figure 2.5

18. Figure 2.6 Strategies in Managing the SBUs in the Portfolio

19. Problems With Matrix Approaches Can be Difficult, Time Consuming, Costly to Implement Difficult to Define SBUs & Measure Market Share/Growth Focus on Current Businesses, Not Future Planning Can Place too Much Emphasis on Growth Can Lead to Poorly Planned Diversification

20. Product/Market Expansion Grid Market Penetration Product Development Market Development Existing New P R O D U C T New M A R K E T Diversification Existing Figure 2.7

21. Growth at Starbucks To maintain its phenomenal growth in an increasingly over-caffeinated marketplace, Starbucks has brewed up an ambitious, multi-pronged growth strategy.

24. Linking the Product/Market Expansion Grid to Marketing Strategies

25. Competitive Strategies: Comparison of Service Attributes of Full Service and Budget Airlines

26. Linking the Strategic Planning Models (marketing implications)

28. Marketing’s Role in Strategic Planning Provide a Guiding Philosophy Provide Inputs to Strategic Planners Design Strategies to Reach Objectives

29. Managing Marketing Strategy and Marketing Mix Figure 2.13

34. The 4 P’s of the Marketing Mix

35. Achieving Competitive Advantage, Integration and Positioning in the Marketing Mix

36. An Example of Integration in the Marketing Mix

39. Managing the Marketing Effort Figure 2.16

40. Major Sections of Product/Brand Plan Executive Summary Current Marketing Situation Analysis of Threats and Opportunities Objectives for the Brand Marketing Strategy Action Programs Marketing Budget Controls

41. Marketing Control Process Figure 2.17