Chapter 2

COMPANY
AND
MARKETING STRATEGY
PARTNERING TO BUILD CUSTOMER RELATIONSHIPS
 COMPANY-WIDE STRATEGIC PLANNING
AND ITS FOUR STEPS

1. Defining Marketings Role

2. Defining A Market - Oriented Mission

3. Setting Company Objectives and Goals

4. Designing The Business Portfolio

1. DEFINING MARKETINGS ROLE

STRATEGIC PLANNING
- the process of developing and maintaining a
strategic fit between the organizations goals and
capabilities and its changing marketing opportunities.
 Business unit,
Like the marketing product, and
strategy, broad market level
company strategy Corporate Level
must be focused.
Planning
Setting marketing and
Defining the Designing
company other functional
company the business
objectives strategies
mission portfolio
and goals

Company-wide
strategic
planning guides
 Business unit,
Like the marketing product, and
strategy, broad market level
company strategy
must be focused. Corporate Level

Planning
Setting marketing and
Defining the Designing
company other functional
company the business
objectives strategies
mission portfolio
and goals

Company-wide
strategic
planning guides
2. DEFINING A MARKET-ORIENTED MISSION

MISSION STATEMENT
- a statement of the organizations purpose--what it
wants to accomplish in the larger environment.
 MARKET-ORIENTED BUSINESS DEFINITION
PRODUCT ORIENTED MARKET ORIENTED
COMPANY
DEFINITION DEFINITION
WE SELL LIFESTYLE AND SELF
REVLON WE MAKE COSMETICS
EXPRESSION

WE CREATE THE RITZ-CARLTON

RITZ-CARLTON HOTELS
WE RENT ROOMS EXPERIENCE---INSTILLS WELL BEING
AND RESORTS
AND NEEDS OF OUR GUESTS

WE DELIVER LOW PRICES EVERYDAY

AND GIVE ORDINARY FOLKS THE
WALMART WE RUN DISCOUNT STORES CHANCE TO BUY THE SAME THINGS AS
RICH PEOPLE.SAVE MONEY. LIVE
BETTER
3. SETTING COMPANY OBJECTIVES AND GOALS

BUSINESS OBJECTIVES

MARKETING OBJECTIVES
4. DESIGNING THE BUSINESS PORTFOLIO

BUSINESS PORTFOLIO
- the collection of businesses and products that
make up the company.
 CURRENT BUSINESS PORTFOLIO
- The company must analyze and determine which
businesses should receive more, less, or no investment.

FUTURE PORTFOLIO
- developing strategies for growth and downsizing.