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Business Definition
Business Mission
Business Goals
Converting
Environmental
Opportunities into
Organizational
Opportunities
SWOT Analysis
3. Formulating Product-Market
Strategies
Market-Penetration
Strategy
Market-Development
Strategy
Product-Development
Strategy
Diversification
Strategy Selection
The Marketing Mix
4. Budgeting Marketing, Financial,
and Production Resources
5. Developing Reformulation and
Recovery Strategies
Charting the
direction of the
organization
Contributing to
decisions that will
create and sustain
a competitive
advantage and
affect long-term
organizational
performance
Business Mission
Process One
Defining the
Organizations
Business
Mission, and
Goals
Business Definition
By defining a business from a
customer or market perspective
An organization is appropriately
viewed as:
a customer - satisfying endeavor not a
product-producing or service delivery
enterprise.
What business are we in?
An organization should define a
business by:
customers, products/services,
markets, philosophy, and
technology
Growth
Opportunities
Converting Environmental
Opportunities into Organizational
Opportunities
What might we do?
Sources of environmental opportunity:
Unmet or changing customer
needs
market share
marketing productivity
sales volume
profit
customer satisfaction
Process Two
Identifying and
Framing
Organizational
Skills
Technologies
Resources
= Internal
Opportunities
Threats
=External
Process Three
Formulating
Product-Market
Strategies
Product-Market strategies
Weakness
Opportuni
ties
Threats
Existing
markets
New
markets
Existing
Product
Market
Penetrati
on
Market
Developm
ent
New
Products
Product
Developm
ent
Diversifica
tion
Diversification Strategy
Development or acquisition of
offerings new to the organization and
introducing those offerings to publics
not previously served by the
organization.
Licensing
Direct Investment
MarketDevelopme
nt Strategy
Response
Aggressive
Competitio
n
Passive
Competitio
n
Aggressive
Competitio
n
Passive
Competitio
n
Outcome
Estimated
profit of $2
million
Estimated
profit of $3
million
Estimated
profit of $1
million
Estimated
profit of $4
million
Product
Strategy
Product Augmentation
enhance the value to
customers of existing offerings
Price
Strategy
Communicati
ons Strategy
Customer
Process Four
Channel
Strategy
Budgeting
Marketing,
Financial, and
Production
Resources
The Budget
Process Five
Developing
Reformulation
and Recovery
Strategies
The Marketing Audit
Financial,
Comprehensive, systematic,
independent, and periodic
examination of a companys marketing
environment, objectives, strategies,
and activities to recommend a plan of
action to improve the companys
marketing performance.
Production, and
Marketing Resources
Are we doing
things right?
Components of a Budget
1. Operating Budget
Also referred to as
a pro forma
Income Statement
Focuses on an
organizations
income statement
2. Financial Budget
Focuses on the
effect that the
operating budget
and other
initiatives will have
on the
organizations cash
position