EXTERNAL AND INTERNAL CONTINGENCIES CHAPTER 3 EXTERNAL AND INTERNAL CONTINGENCIES

Environmental / External Contingencies Competition Technology Cultural/Social Trends Physical Environment Regulatory/Legal/Political Demographic Trends Economy

Internal Contingencies Organizational Vision Organizational Mission Organizational Objectives Marketing Goals Organizational Strategy Organizational Culture Assets & Competencies

Organizational Mission Written statement about the organization’s present situation and the direction of the organization (what business we are in and who we serve). The Green Bay Packers’ mission is to be a dominating force in professional football’s competitive arena On the field, the Packers will continually strive to present their fans with the highest level of performance quality available In their operating activities and relations with the NFL, the Packers will also continually strive for excellence in the quality of work performed Overall, the Packers will commit themselves to doing their part in representing the state of Wisconsin with competitiveness, respect, and dignity

ORGANIZATIONAL OBJECTIVES vs. MARKETING GOALS Organizational Objectives - Signposts along the road which help an organization focus on its long-range purpose stated in the mission statement Typically include both financial and strategic dimensions Examples of financial include: growth in revenues and growth in profits Examples of strategic include: enhance corporate image and increase customer satisfaction

Relationship Between Levels of Strategy

SWOT Analysis Internal Strengths and Weaknesses a. Resource Capabilities b. Marketing Mix Considerations External Opportunities and Threats