Company and Marketing Strategy
a. Company – wide strategic planning · Strategic planning : the process of developing and maintaining a strategic fit between the organization’s goals and capabilities and its changing marketing opportunities. · Steps : 1. Defining the company mission. 2. setting company objectives and goals . 3. designing the business portfolio. 4. planning marketing and other functional strategies (business unit, product, and market level). · Mission statement : a statement of the organization’s purpose, what is wants to accomplish in the larger environment. In other words, to satisfying basic customer needs. · Business objectives : - ...