CHAPTER 2 LINKING MARKETING AND CORPORATE STRATEGIES

The three levels of strategy: corporate, business unit, and functional.

Strategy Issues in Organizations The Business The Mission Values and Culture Goals or Objectives  Profit, Sales revenue, Market share, Unit sales, Quality, Customer satisfaction, Employee welfare, Social responsibility. STRATEGY IN ORGANIZATIONS

A Look Around: Where Are We Now? Customers Competencies  Competitive advantage  Quality  Benchmarking Competitors SETTING STRATEGIC DIRECTION

Growth Strategies: Where Do We Want to Go? The Portfolios of Businesses: Boston Consulting Group (BCG) Analysis Market-Product Analysis: Four market-product strategies: alternative ways to expand sales revenues SETTING STRATEGIC DIRECTION

The strategic marketing process

“SWOT” (Ben & Jerry’s)

Elements of the marketing mix... a cohesive marketing program