ADM 2320 Lecture Notes - Lecture 2: Trailing Edge, Marketing Myopia, Crisis Management
18 Jun 2019
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Document Summary
Two types of strategies: corporate marketing strategy, environmental analysis. Swot analysis: overall financial forecast, main risk scenarios and contingency planning, industry outlook, what it is where is the industry going, this is not really a decision, rather an informed and inspired conclusion, key factors: Experience, gut feel, inspiration and role, and presence of champions: corporate goals and values. Etc. : what is of value to the customer? (consumer value focus), what do we aspire to become, corporate. Common corporate positions: trustworthy (reliable and honest, popular (well-known, good reputation, caring (responsible, cares about people, efficacious (powerful, gets things done) Focus on firm"s overall objectives and strategy. Emphasis on current market situation and opportunities: tactical planning. Details specific marketing tactics (i. e. , merchandising, pricing, advertising, channels, service: product level marketing, corporate or business unit level marketing. Growth strategies and portfolio analysis: product or brand level marketing (product marketing and other strategies) Swot is a presentation framework to illustrate obvious issues it is not strategy.
