4 Cs: Company, Collaborators, Competition, Customers
4 Ps
Market Segmentation
Evaluation and Budgets
Discussion Topic: Identify a recent marketing campaign designed to create negative demand.
Relevant websites
American Marketing Association
Edmunds.com---Meta Market
SBA: The Marketing Plan
Link to Discussion Board
Return to Syllabus
Old Notes
Marketing Strategy: Key Concepts 2
Section 1, 2
Corporate Level
Business Level
Product Level
Higher levels (corporate) govern lower level planning processes. Strategic planning requires:
Planning
Implementation
Control
Corporate Strategic Planning
Identify the company's Mission
Identify SBUs (customer focused)
Allocate Resources across SBUs (BCG Model; GE Model; Product Life Cycle; systems)
Growth Strategies for SBUs (intensive; integrative; diversification)
Mission Statement: Purpose; Business; Values Reason to be? Invisible hand etc.
Product Terms...outdated
Technology Terms...outdated
Market Terms...keep in touch with consumer's needs
From five years ago, and still relevant:
AT&T is in the communications business not the telephone business.
Visa...allows customers to exchange values...not credit cards
3M solves problems by putting innovation to work.
Example Mission Statements:
Mozilla.org
unicef
Ben & Jerry's
PepsiCo
New York State Education's Mission
Discussion Topic: Find your company's mission statement. How well is this statement understood among employees and customers? Evaluate the missions statements above with respect to purpose, business and values.
Identify the limiting factors with the BCG and GE models.
Insead Wharton Alliance.
Discussion Topic: Cite examples of strategic alliances. Identify alliances your company participates and why.
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