In this chapter: Explain companywide strategic planning and its four steps, discuss how to design business portfolios and growth strategies, discuss how to design business portfolios and growth strategies, describe the elements of a customer-driven marketing strategy and mix and the forces that influence it, list the marketing management functions, including the elements of a marketing plan. | Chapter Two Company and Marketing Strategy: Partnering to Build Customer Relationships Explain companywide strategic planning and its four steps. Discuss how to design business portfolios and growth strategies. Explain marketing’s role in strategic planning and how marketing works with its partners to create and deliver customer value. Describe the elements of a customer-driven marketing strategy and mix, and the forces that influence it. List the marketing management functions, including the elements of a marketing plan. 2- Copyright 2007, Prentice Hall, Inc. Early Days Characterized by “seat of the pants” management. Innovative sneaker tread drove early success. Technological product superiority, big-name endorsements and “Just Do It” ads revolutionized sport marketing. 1980s – 1990s: Nike leverages brand strength into new product areas. NIKE – Strategy: Then & Now Case Study Late 1990s - Present Changes in consumer shoe preference, declining product innovation, and negative . | Chapter Two Company and Marketing Strategy: Partnering to Build Customer Relationships Explain companywide strategic planning and its four steps. Discuss how to design business portfolios and growth strategies. Explain marketing’s role in strategic planning and how marketing works with its partners to create and deliver customer value. Describe the elements of a customer-driven marketing strategy and mix, and the forces that influence it. List the marketing management functions, including the elements of a marketing plan. 2- Copyright 2007, Prentice Hall, Inc. Early Days Characterized by “seat of the pants” management. Innovative sneaker tread drove early success. Technological product superiority, big-name endorsements and “Just Do It” ads revolutionized sport marketing. 1980s – 1990s: Nike leverages brand strength into new product areas. NIKE – Strategy: Then & Now Case Study Late 1990s - Present Changes in consumer shoe preference, declining product innovation, and negative PR plague Nike. Anti-establishment image no longer works: brand backlash occurs. Strategic planning is embraced and Nike focuses on innovation and exploring new market opportunities. Nike has global success. 2- Copyright 2007, Prentice Hall, Inc. Strategic Planning The process of developing and maintaining a strategic fit between the organization’s goals and capabilities and its changing marketing opportunities. 2- Copyright 2007, Prentice Hall, Inc. Steps in Strategic Planning Defining the company mission. Setting company objectives and goals. Designing the business portfolio. Planning marketing and other functional strategies. 2- Copyright 2007, Prentice Hall, Inc. The Mission Statement A statement of the organization’s purpose. What it wants to accomplish in the larger environment. Should be market oriented and defined in terms of customer needs. 2- Copyright 2007, Prentice Hall, Inc. The Mission Statement Questions the mission statement should answer include: What is
