BUS-2600 Chapter Notes - Chapter 2-3: Strategic Planning, Marketing Strategy, Nuclear Family
4 Feb 2020
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Company-wide strategic planning: making sure there"s a sense of fit between a company"s goals and capabilities and the changing marketing environment (opportunities and risks) Southwest airlines--airplanes and flying isn"t even mentioned in the mission (first and foremost, a customer-service organization: ex. P&g--"making your day better--in small but meaningful ways" (**note this this is not product-focused, but focused on satisfying customer needs: ex. Goals/objectives measure how well the organization"s mission is being accomplished: characteristics of good objectives, measurable/specific/concrete, realistic, time specific. Sbu and marketing objectives must support (be consistent with) the overall mission of the firm. Stars--need heavy funding to sustain growth marks into stars and sustain stars: dogs--divest (at the end of the market cycle, cash cows become dogs) Individual brand structure--not a consistent image; maybe you wouldn"t even know that they"re under the same parent company (coca-cola: pros--insulation from other brands (if coca-cola has a scandal, it doesn"t impact all of.
