Professional Documents
Culture Documents
Session 2
Key Points:
Strategic Planning
Business Portfolio
BCG Growth Share Matrix
Business Portfolio
Developing Strategies for Growth &
Downsizing
Planning Marketing
The Marketing Process
Strategic Planning
And include:
Defining the purpose and mission
Setting objectives and goals,
Designing the business portfolio
Developing detailed marketing and departmental plans
Business Portfolio
o The collection of businesses and products that make up the company.
High
Market Question
Stars
Growth Marks
Low Cash
Market Dogs
Cows
Growth
New Market
Diversification
Markets Development
Planning Marketing
Convenience Communication
The Marketing Process
Marketing analysis
Key Elements Provides information
helpful in planning,
Analyzing marketing implementation, and
opportunities control
Selecting target Marketing planning
markets Strategies and tactics
Developing the Marketing implementation
marketing mix Turns plans into action
Managing the Marketing control
marketing effort Operating control
Strategic control
Marketing audit
Balancing Customer & Competitor Orientations
Types of companies:
Competitor-centered companies
Customer-centered companies
Market-centered companies
Thank You