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Company and Marketing Strategy
Chapter 2
PRINCIPLES OF
MARKETING
Strategic Planning Process
Strategic planning is the process of developing and maintaining a strategic fit between the
organization’s goals and capabilities and its changing marketing Opportunities. This
process involves:
Defining a Mission: Statement of an organization’s purpose; should be market oriented.
Setting Company Objectives: Supporting goals and objectives to guide the entire
company.
Designing a Business Portfolio: Collection of businesses and products that make up the
company.
Planning Functional Strategies: Detailed planning for each department designed to
accomplish strategic objectives.
Strategic Planning Process
FIGURE |Steps in Strategic Planning
Companywide Strategic Planning
Defining a Market-Oriented Mission
• The mission statement is the organization’s
purpose, what it wants to accomplish in the larger
environment
•Market-oriented mission statement defines
the business in terms of satisfying basic
customer needs

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company and marketing strategy.pptx

  • 1. Company and Marketing Strategy Chapter 2 PRINCIPLES OF MARKETING
  • 2.
  • 3. Strategic Planning Process Strategic planning is the process of developing and maintaining a strategic fit between the organization’s goals and capabilities and its changing marketing Opportunities. This process involves: Defining a Mission: Statement of an organization’s purpose; should be market oriented. Setting Company Objectives: Supporting goals and objectives to guide the entire company. Designing a Business Portfolio: Collection of businesses and products that make up the company. Planning Functional Strategies: Detailed planning for each department designed to accomplish strategic objectives.
  • 4. Strategic Planning Process FIGURE |Steps in Strategic Planning
  • 5. Companywide Strategic Planning Defining a Market-Oriented Mission • The mission statement is the organization’s purpose, what it wants to accomplish in the larger environment •Market-oriented mission statement defines the business in terms of satisfying basic customer needs