MKT-3010 Lecture Notes - Lecture 2: Competitive Advantage, Information System, Marketing Mix
Document Summary
Coroporate level plans: top executives (ceo, the board) Should be giving us overall firm objectives. Business level plans: strategic business units (sbu) Only have them if you have a reason to create different businesses (international, varying products) Functional level plans: departmental (within sbu) Goals get more detailed and individualized as you get farther down, and then are evaluated back up the chain. (cid:1) (cid:1) Goals: accomplish objectives, deliver value, be competitive. Step 1: define the business mission: mission statement. Can be found on annual reports: competitive advantage: O- organization can actually support it (continue to put resources towards it, or you wont be able to maintain it over time) Step 2: situation analysis: assesment of organizations internal and external environment, tool: swot analysis. Sw, ot depend on the companies point of view. Ex) recession was better for ingles , worse for. Take action- take resources to continue strenths, or wholefoods improve weakness.
