ADM 2320 Lecture Notes - Lecture 2: Corporate Branding, Swot Analysis, Corporate Identity
3 May 2018
School
Department
Course
Professor
Chapter 2
Corporate Marketing Strategy
• Environmental analysis - SWOT analysis
1. Industry outlook
o Where the industry is going: informed and inspired conclusion
o Key points:
▪ Trends, developments, forces, experience gut feeling etc…
2. Corporate goals and values
o Corporation’s institutional standards of behaviour
o Key points:
▪ Building corporate brand image
▪ Reputation/credibility
▪ Leadership
▪ Public relations
▪ Crisis management
3. Corporate vision and mission
o Outlook within the industry
o Defining the Corporate Mission
▪ What our business/perspective is: global, environmental, safety
▪ What our value is to the customer: consumer value focus
▪ What we aspire to become: vision component
4. Corporate position/image/branding
o Corporate positioning: how the company is seen by the stakeholders
▪ Examples:
▪ Trustworthy (reliable and honest)
▪ Popular (Well-known, good reputation)
▪ Caring (responsible, cares about people)
▪ Efficacious (powerful, gets things done)
▪ Innovative (new ideas, creative)
▪ Traditional (positive heritage)
▪ Practical (efficient, does not waste)
o Corporate image: how the company wants to be seem
o Corporate branding: active campaign to establish an awareness of the
corporation, its name, its desired positions and image, and to create positive affect
for the corporation
find more resources at oneclass.com
find more resources at oneclass.com
5. Corporate growth strategies
o Better products and lower prices
o Opportunities in foreign markets
o Larger customer base = larger economic scale
o Reduce independence on any one market
o Product-market expansion grid:
Product Emphasis
Existing Products
New Products
Market Emphasis
Existing Markets
Market Penetration
Product Development
New Markets
Market Development
Diversification
6. Portfolio Analysis
o Strategy business unit (SBU): fully-functional unit of a business that has its own
vision and direction
▪ Works as a separate entity but is under the “umbrella” of the larger
corporation (I.e. Proctor and Gamble)
▪ Single business or collection of related businesses that can be planned for
separately
▪ Has its own set of competitors
▪ Has a manager who is responsible for strategic planning and profit
o BCG matrix:
Relative Market Share
(Cash Generation)
Market
Growth
Rate
(Cash
Usage)
High
Low
High
Star: product in high
growth marketing with
high market share (Build)
Question mark: products in high
growth markets with low market
share (Harvest/build)
Low
Cash cow: products in low
growth markets with high
market (Nurture)
Dog: products with low growth or
market share (Harvest)
o GE Strategic Planning Grid
▪ Developed by General Electric
find more resources at oneclass.com
find more resources at oneclass.com
Document Summary
New markets market development diversification: portfolio analysis, strategy business unit (sbu): fully-functional unit of a business that has its own vision and direction, works as a separate entity but is under the umbrella of the larger corporation (i. e. Proctor and gamble: single business or collection of related businesses that can be planned for separately, has its own set of competitors, has a manager who is responsible for strategic planning and profit, bcg matrix: Star: product in high growth marketing with high market share (build) Question mark: products in high growth markets with low market share (harvest/build) Cash cow: products in low growth markets with high market (nurture) Dog: products with low growth or market share (harvest) Usage: ge strategic planning grid, developed by general electric, systematic perception used to determine the attractiveness of the industry and the business strengths of the firm, template: Weak: colours, green = growth, yellow = borderline, red = no growth, business strength.
