BU352 Chapter Notes - Chapter 2: Competitive Advantage, Human Resource Management, Operational Excellence
Document Summary
Strategic planning in most organizations occurs on at least two levels, the corporate level and the functional level. Corporate level planning is done by the company"s top management and focuses on the overall direction of the entire company. Marketing planning process a set of steps a marketer goes through to develop a marketing plan. A marketing plan is a written document composed of an analysis of the current marketing situation, opportunities and threats for the firm, marketing objectives and strategy specified in terms of the four. Ps, action programs, and projected or pro forma statements. The three major phases of the marketing plan are planning, implementation and control. Planning phase where marketing executives and other top managers define the mission and objectives of the business, and evaluate the situation by assessing how various players both inside and outside the organization, affect the firm"s potential for success.
