Company and Marketing Strategy 

:
Partenering to Build Customer
Relationships.

Company wide strategic planning : Defining

Marketing’s role.
Strategy planing is a must of every business, big and small. It’s a process to
figure out where your company is going and how to get there.
A strategic plan defines who you are as a business and lists concrete actions to
achieve your goals. When the unexpected occurs, a strategic plan helps your
busines survive and find new opportunities while staying true to your values
and mission.
A srategic planning include four steps :

 First, as a organisation, sou ; should defining the mission which the

organisation coose what it wants to accomplish in the larger
environnement.
 Second one, strategic planning involves selecting goals. Most planning
uses SMART goals (specefic, mesurable, achievable, realistic and time-
bound.) or other objectively mesurable goals.
Mesurable goals are important because they enable business leaders to
determine how well the business is performing against goals and overall
mission.
About the objectives, we have two of them, business objectives aims to
build profitable customer relationships, invest in research and improuve
profits. Second is related to the market, we call it Marketing objectives,
which the organisations increase marketshare, create local partnerships
and increase promotion.
 The third, desining the business portfolio, it means the collection of
business and products that make up the company. There is some tools to
analyse the current business portfolio, like :
 Strategic business units (SBU) : is a unit of the company that has a
separate mission and objectives that can be planned separately from
other copany business.
 Growth-share matrix : helps companies to prioritize their different
business. It is a table, split into four quadrants, each with its own
unique symbol that represents a certain degree of profitability:
question marks, stars, pets (often represented by a dog), and cash
cows.

 ANSOFF matrix : identifies company grouth opportinities throught

market penetration, market development, product development or
divesification.