Marketing_L2(2013)
.pdfAcademic year 2013-2014
Marke&ng
Lecture 2
Yana Shigina
Marke&ng department NRU HSE
Content for today
I. Company and Marke&ng strategy
II. Analyzing the Marke&ng Environment
Company and Marke&ng strategy
• Company-wide strategic planning
• Business porGolios and developing growth strategies.
• Customer-driven marke&ng strategy.
• List the marke&ng management func&ons, including the elements of a marke&ng plan, and measuring and managing return on marke&ng investment.
How an industry is structured
What is Strategy?
Can’t Be “All Things to All People”
• Limited Resources to Market O erings
Strategy- an organiza&on’s long-term course of ac&on designed to deliver a unique customer experience while achieving its goals.
The three levels of strategy in organiza&ons
I. Company-Wide Strategic Planning
Strategic planning
The process of developing and maintaining a strategic fit between the organiza&on’s goals and capabili&es and its changing marke&ng opportuni&es.
1. Defining a Market-Oriented Mission
Mission statement- a statement of the organiza&on’s purpose—what it wants to accomplish in the larger environment.
• Mission statements should be meaningful and specific yet mo&va&ng.
• They should emphasize the company’s strengths in the marketplace.
• Mission statements are wri[en for public rela&ons purposes and lack specific, workable guidelines.
2. Se\ng Company Objec&ves and
Goals
Goals or Objec&ves
• Profit |
• Customer Sa&sfac&on |
• Sales |
• Employee Welfare |
• Market Share |
• Social Responsibility |
• Quality |
• E ciency |