Company and Marketing Strategy
Company-Wide Strategic Planning :
Defining Marketing’s Role
Strategic planning is the process
of developing and maintaining a strategic fit between the organizations goal
and capabilities and if changing marketing. Each company must do the strategic
for long-run survival, to increase the profit etc for example McDonald’
company. From the start Kroc preached a motto of QSCV-quality,service,cleanliness, andvalue. By applying these value, the
company perfected the fastfood concept delivering convenient, good quality food
at affordable price.
Defining A Market Oriented Mission
A mission statement is a statement of
organization ‘s purpose-what if want to accomplish in the larger
environment. For example Facebook doesn’t define itself as just online
social network. Its mission to connect people around the world and help them
share important moments in their lives.
Setting Company Objectives And Goals
The company needs to turn its mission
into detailed supporting objective for each level of management. Each manager
should have objectives and be responsible for reaching them.
Marketing Stategy And Marketing Mix
Marketing strategy is the marketing
logic by which the company hopes to create this customer value and achieve
these profitable relationship.
Customer-Driven Marketing Strategy
Market Segmentation
The process of dividing a market into distinct groups of buyer who have different needs,characteristic, or behavior, and who might require separate products of marketing programs.
Market Targeting
The process of evaluating each market segment’s attractiveness and selecting one or more segments to enter.
Market Differentiation And Positioning
Positioning is arranging for a product to occupy a clear, distinctive, and desirable place reltive to competing product in the minds of target consumers. Differentiation is actually differentiating the market offering to create superior customer value.
